Less than half of Brummies happy with quality of life - report

Less than half of Brummies are happy with their quality of life - and more than one in ten are turning to food banks to survive, a survey reveals.

The cost-of-living crisis and its impact on households across Birmingham is revealed in State of the Region research commissioned by leading communications agency Grayling*.

The research shows that 39 per cent of respondents said improving financial security was their top priority in 2023. However, only a quarter of respondents (25 per cent) think the recent budget has improved their financial situation, and less than half of Brummies (48 per cent) are happy with their quality of life. In comparison, only 38 per cent of Leicester and Northampton locals are satisfied with their quality of life.

As a result, only 29 per cent of Birmingham residents have faith in the government, with 48 per cent planning to vote Labour at the next local elections, while only 17 per cent will vote Conservative.

With inflation currently at 10.1 per cent and interest rates up to 4.25 per cent, nearly a quarter of Midlanders (23 per cent) are not expecting a pay rise this year, and a further 22 per cent expect only a small increase.

89 per cent of respondents have altered their supermarket purchasing habits to combat rising prices, with more than one in ten (11 per cent) resorting to using food banks, which rises to 13 per cent for Wolverhampton residents.

However, despite budgeting for food, almost a third of Brummies (32 per cent) spend their disposable income on holidays and are not willing to cut back on travel. This shows that people prioritise experiences over material possessions. 25 per cent of 18-24-year-olds in the Midlands want to travel more, and with half (51 per cent) of holidaying Midlanders planning to staycation in the UK this year, the country 's economy will benefit.

Patrick Fraser (pictured), head of the Southern Region at Grayling, said: "The cost-of-living crisis continues to have a significant impact on consumer spending in Birmingham. With less than half of Brummies happy with their quality of life, it is understandable that improving financial security is a key aspiration for many. However, it is concerning that only 25 per cent believe the recent budget announcement will positively impact their financial situation.

"As Brummies continue to face financial challenges, it's important for businesses to understand their priorities and adapt to their changing needs. This includes offering affordable options for products and services."