A quarter into the 21st century, life is shifting fast. To understand consumer perceptions of these changes, Cint and Advertising Week partnered to answer:
Are we better or worse off than 25 years ago?
Two surveys—one in the UK and one in the US—each polled 1,000 census-representative adults. The results were analyzed through generational, regional, and financial lenses.
Advertising Week Europe’s director Katie Ingram and Cint’s brand experience director Ariel Madway presented the findings at Advertising Week Europe 2025. A quick show-of-hands at the live session revealed a split room—echoing survey results. In the UK, 48% believe life is worse, while 42% say it’s better. In the US, sentiment leaned slightly more positive 45% say life is better, 41% worse.
Generational perceptions
The only generation where the majority (50%) said life is better today was Gen Z. Gen X strongly disagreed—66% believe life is worse. As Ingram noted, Gen Z lacks a clear reference point, while Gen X remembers life 25 years ago.
In the UK, each generation believes the other had it better. In the US, both sides agree older generations were better off.
Financial flexibility matters: over half of those who can save their money say life is better, while only a third of paycheck-to-paycheck respondents agree.
The why
Top reasons people feel worse off include cost of living (80%), housing (57%), and job opportunities (44%). Though financial pressures dominated, tech advancements were a concern for 18%.
Cost of living crisis
People feel squeezed. In the UK, 81% say the cost of living has increased—68% significantly. In the US, 71% say it has increased; 59% significantly. As Madway said:
“As with all research, this is a snapshot in time. With new political levers at play and an increasingly volatile economic climate, it will be interesting to see how the numbers, especially in the US, shift when this research is fielded again in the fall.”
The role brands play
Nearly 80% of UK respondents believe brands are charging more for the same products, and 60% think brands are exploiting inflation. Over three-quarters (76%) say brands should deliver both quality and affordability.
Cost vs. values
Millennials and Gen Z care about brand values, but many will choose affordability when budgets are tight.
Spending priorities in an expensive era
The top spending areas are food, housing, and clothing. Gen Z also prioritizes health and wellness, while older generations prioritize travel and experiences.
Everyday cost-cutting vs. experience splurges
Consumers are saving on basics but splurging on high-impact extras—like boutique gyms or designer fashion. As Ingram said, people “are focusing their dollars where they feel the most impact.”
Saving
Gen Z is saving for cars and travel. Millennials for homeownership and retirement. Gen X and boomers for retirement and travel. As Ingram observed:
“Perhaps it’s a sign of changing expectations or just a recognition that homeownership is increasingly out of reach. Either way, [Gen Z] are opting to invest in experiences now, rather than wait for uncertain milestones later.”
The bright side
Many cite improvements in technology, education, healthcare, and job opportunities, despite cost pressures.
The changing workforce
About 70% of UK respondents say their jobs didn’t exist—or have changed drastically—since 2000. Tech, finance, and energy lead in salary growth.
The verdict
Are we better or worse off? It’s complicated. Financial strain and generational divides remain, but progress in tech and work creates optimism. One thing is clear: consumer sentiment is evolving—and brands must keep up.