Cost of Living Case Studies 2022

Wirral Council’s Qualitative Insight Team spoke to nine Wirral residents about their experiences of the cost-of-living crisis in 2022. Using semi-structured interviews, the research explored the impact of the cost-of-living crisis on residents and business owners, and possible opportunities for support. Three of the case studies were visualised as animated videos.

Insights gathered: September 2022 - October 2022

Insights gathered by

Qualitative Insight Team, Public Health, Wirral Council

Aim

The aim of the research was to talk to Wirral residents from a range of socio-economic backgrounds to understand the impact of the cost-of-living crisis 2022 on their lives. In listening to their challenges, opportunities for support were identified to inform the local response to the crisis.

People engaged with

The nine participants were recruited with the help of community organisations and events. The participants ages ranged from 30 to 67, and they lived and worked across the borough. Participants had a range of employment statuses (unemployed, benefit claimants, employed and business owners) housing tenures (homeowners, renters and social housing tenants) and household make-ups (families, single parents and single households).

Methods

The researchers spoke to the participants using semi-structured interviews. The participants were asked about the impact of the cost-of-living crisis on their lives, such as their financial and housing security, bills, and wellbeing. They were asked to identify any changes they had made to their daily habits as a result of cost-of-living pressures. Lastly, they were asked about their experiences of accessing support, what support would make a positive difference to them, and their feelings about the future.

Key insights

Four main themes were identified across the nine case studies.

1. Equitable access to cost-of living support opportunities

Participants did not have equitable access to opportunities to seek, access and receive support to reduce the impact of the rising cost of living. Themes included:

Long term health conditions affected by the cold
Digital exclusion
Stigma and shame around reaching out for help
Not fitting into eligibility criteria for support

2. Impacts of rising costs

While rising fuel and energy costs were immediate concerns for the participants, they also shared wider issues that were starting to impact their lives, lifestyle, and livelihoods. Concerns were raised on how this would affect their future wellbeing and mental health. Examples included:

Reduced spending on enrichment and wellbeing activities
Changing eating habits to reduce spending
Using savings or health-related benefits for essentials
Increased anxiety and stress, and fear of losing independence
Feeling guilty for reduced spending on children
Difficulty adapting to changing financial circumstances

3. Cost of living messages need to be less confusing

Participants felt that central government, local authorities and the media provide different accounts of the cost-of-living crisis. The media in particular can sensationalise cost-of-living messages which lead to people feeling more stressed and worried about their lives now and in the future. While some participants had not seen messages in the community or on social media, some had tried to access support to later find out they were ineligible, which caused feelings of frustration. Issues included:

Cost of living messages can be contradictory and confusing
Mixed messages impact on trust of central government and local authority
Spread of misinformation via social media

4. Business owners were concerned for the future

Rising energy, resource and operating costs were immediate concerns for small business owners. However, longer-term issues such as how to maintain their customers, brand, profits and business as a whole were raised as long-term concerns. Concerns included:

Cost of food and resources has increased dramatically
High street deterioration
Difficulty staying competitive
Customers not spending as much or as consistently as before
Online presence has cushioned businesses over the COVID-19 pandemic, but not all businesses have digital skills and resources
Impact on mental health and wellbeing due to extended working hours to maintain business
Wider impact on relationships and family as a result of extended working

Opportunities for support:

Across the four themes, the researchers identified the following opportunities for the local support offer around the cost of living:

Contingency support for those who ‘fall through the net’ of service provision.
Continue to understand the barriers that Wirral residents face when accessing support.
Wider communication of support available and the eligibility criteria.
Availability of drop in and walk in services where no appointment is needed.
Local support that is easy to access and does not require travel on public transport.
Acting now to address immediate needs and forward planning for future impacts.
Managing misinformation about the cost of living.
Increase the confidence of residents to act on cost-of-living advice and signposting.

Small business owners suggested the following opportunities for support:

Small business owners supporting other small business owners via local community networks
Creating a portal for business owners to access resources and labour at reduced costs
Support to advertise local independent businesses
Supporting businesses owners with social media training
Sharing of resources between businesses

Quotes

“We need to normalise people asking for support”

“How do we keep our prices competitive but still manage to function as business…It is getting so hard to run a business”

How have the insights been used/shared?

The case studies helped to provide Wirral’s Public Health team with detailed accounts of the impact of the cost-of-living crisis 2022 on local residents, and informed decision-making on the local response. Three animated videos were produced to share the stories of four people the researchers spoke to, including a business owner (Rafia), a couple (Pauline and Jack) and a single mother (Becky).