omens were less likely than men to say they had to cope with their income in early 2022, a study finds.
Just under two-thirds (63.7%) of people surveyed between January and March said they are coping with the money they receive.
This included 61.6% of women who said they interacted and 66.0% of men who said the same, according to the IPA (Institute of Practitioners in Advertising) TouchPoints 2022 consumer survey.
The younger generations were also less likely to say they are coping with their paychecks.
Just over half (51.7%) of 15- to 34-year-olds said they are coping with their salary, compared with nearly six in 10 (59.7%) 35- to 54-year-olds and nearly eight in 10 (77.8%) older than -55 studied.
About 84.8% of people surveyed in early 2022 said they were aware of the rising prices of goods and services.
The study also indicated that the rising cost of living could push food choices, often perceived as healthier, lower on people’s list of priorities.
The number of people who said they prefer to eat organic foods has fallen in the past two years, while the proportion who always read food packaging labels before making a purchase have also failed over the same period, the survey finds.
Around 3,000 people were surveyed across Britain.
Belinda Beeftink, Research Director, IPA, said: “For all brands and their agencies navigating this, whether food-related or not, it may be wise to focus their communications efforts on claiming value for money, on staples versus luxury. articles and being seen to be attuned and supportive of their consumers during this difficult time.”