By Tasha Elliott, Account Manager

It feels like lots of headlines this year have circled back to the same theme: the cost of living. Whether it’s rising mortgage rates, changes to energy price caps, or the squeeze on shopping budgets, money worries remain firmly centre stage. Many media titles now even have dedicated cost-of-living correspondents, a clear sign of just how much this issue dominates the national conversation.

Press offices are seeing a surge in consumer queries from money desks and reader champion columns, as audiences turn to trusted media voices for help navigating the squeeze. And as we move into autumn, with the Budget and festive season looming, that focus is surely only going to sharpen.

For brands, this presents both a challenge and an opportunity. The challenge is relevance: how do you cut through when consumer concerns are at their peak? For us, the opportunity lies in planning strategically, mapping thought leadership and data drops to these natural moments in the media calendar.

Journalists are actively looking for data and insights that bring the cost-of-living story to life, showing not just how people are spending and saving, but how they’re feeling and adapting. Company data and consumer research aren’t just useful content; they’re powerful media hooks. For example, Tesco’sfindings that rising costs were pushing more Britons to celebrate Christmas at home generated national interest, while Virgin’sresearch showing that millions of commuters were forced to opt for slower train journeys to save money captured headlines too. These stories landed because they showed real behaviours people could see in their own lives.

Like 2025, 2023 was a particularly tough year for households, driven by double-digit inflation, soaring energy bills, and falling real incomes. Although inflation has eased, many of the same pressures remain, making cost-of-living angles, like those tapped by Tesco and Virgin, just as relevant now. A well-timed release in 2025, whether on how households are preparing for Christmas, how diners are adjusting what they order, or how commuters are changing their travel choices, can form the backbone of a strong national feature. Adding brand commentary makes it all the more ownable, and we expect these types of stories to perform strongly again this year.

But it’s not only about numbers. Journalists don’t just want percentages, they want to meet the real people behind them. Brands that combine hard data with authentic, human storytelling show they understand the lived reality of financial pressures, and are far more likely to resonate.

Take Black Friday. Once a straightforward race to shout about discounts, today’s market is saturated, and the conversation is shifting. Is that purchase really helping people save, or encouraging unnecessary spending? Brands that position themselves as guides, helping consumers shop smarter, budget better, or invest wisely, are better placed to secure cut through than those relying on discounts alone.

Budgets, bills and buying power are set to fill the headlines. The brands that plan and come armed with data and empathy will own the conversation and achieve that all important media cut through, unlocking new editorial opportunities in a climate where every story is being filtered through a cost-of-living lens.