Publishers and brands have shown they are helping readers navigate difficult economic times as the cost of living crisis continues to top the news agenda, writes Newsworks’ Lewis Boulton for INMA
In a turbulent era characterised by Brexit, COVID-19, and a rapidly changing world, 2022’s biggest headlines have felt just as dizzying as the years before it: the euphoria of England’s Euros victory, the highs of the Queen’s Platinum Jubilee celebrations followed by the poignant lows of her death three months later, the ignominious end of Boris Johnson’s premiership and the wobbly start of Liz Truss’s, and of course the daily horrors of Russia’s war in Ukraine.
However, one subject has had the feeling more of an undercurrent, providing an uneasy rhythm for readers throughout the year. With inflation squeezing consumers’ spending power and concerns rising around the surging price of energy, many people have acutely felt the cost of living crisis.
As early as May, we found that 72% of UK adults were pessimistic about the cost of living, while 53% had major worries about their personal finances.
News brands have kept millions of readers informed not only of the latest political developments, but have also helped them find ways they can balance the books as winter nears — from the best budgeting apps to the latest trend of “cash-stuffing.”
Meanwhile, advertisers have also made important campaigns showing brands both support readers in making their pennies go further and are sticking by them in difficult times as well as good ones.
See which ads Lewis chose in his INMA blog here.