Impact report The cost-of-living crisis is one that cant be avoided by brands, because it directly impacts how consumers spend their money, says Cunningham. Brands need to find a way to demonstrate how they relate to their customers needs and pay attention to what their priorities are. They need to show how they can support their customers and have a positive impact on their life that outweighs the need to cut down on spending. If they can do this, they will be able to remain a plus, rather than a minus. More people are now more worried about their finances (38%) than they are about catching Covid-19 (33%), according to researchers at University College London (UCL), who conducted the Covid-19 Social Study, something that is indicative of the seriousness of the situation. These findings are based on a survey of 28,495 people, funded by charitable trust the Nuffield Foundation, public body UK Research and Innovation (UKRI), and the charity Wellcome, and show that the return to more normal post-lockdown living has not had all the mental health benefits that people necessarily expected. Growing concerns about finances, says lead author Dr Daisy Fancourt, of the UCL Institute of Epidemiology & Health Care, suggest that new psychological stressors are becoming dominant for individuals. We know that when you struggle to make ends meet it will affect your mental health, says Max Templer, research director at BritainThinks. Yet, we also know that the effects of the COLC vary 22 Impact ISSUE 38 2022_pp20-29_Report.indd 22 22/06/2022 15:30