The Worldwide Independent Network of MR (WIN), the leading global association of independent market research and polling firms, has released its Worldviews Survey. This year’s survey captures the perspectives and beliefs of 34,946 individuals across 39 countries. WIN’s latest findings shed light on the impact of the rising cost of living on Irish adults.
HEADLINES – IRELAND
A stark new report from RED C and the WIN Network highlights the ongoing impact of the rising cost of living on Irish families
Half have reduced their expenses in recent months
Half of Irish adults have cut back their expenses in recent months, while overall almost 4 in 5 (79%) have either cut back or are actively planning on doing so in the coming months. Both of these figures are higher than the European or global averages, and Ireland ranks 3rd out of 39 countries in terms of the number who have cut back their expenses in recent months. 35-54 year olds in Ireland are particularly likely to have cut back their expenses.
While the proportion saying they have cut back their expenses recently is lower than in 2022 or 2024, this reflects the fact that many individuals and families have already cut back across a range of areas, with the low hanging fruit gone, and it becoming ever more difficult to find further savings to make.
Colm Finlay, Research Project Manager at RED C Research, said:
“These findings highlight the ongoing impact of the rising cost of living on Irish families. Not only have consumers cut back their spending at some point in the cost-of-living crisis, but half have actively reduced expenses further in the last number of months alone. The vast majority have cut back their spending or plan to do so in the coming months, higher even than the global or European averages reflecting the unique impact of rising costs on Irish families.”
HEADLINES WORLD
More than half of people in all countries are at least planning to cut back spending – and it’s affecting their mental health
Amidst rising living costs in many countries, families around the world are adjusting their financial habits — not just to make ends meet, but also to protect themselves and each other in uncertain times. Globally, seven in ten people say they have already cut back on spending or plan to do so in the coming months — a clear sign of resilience and shifting priorities. In every country surveyed, at least half of the population report either having reduced their spending or intending to.
This remains true across all demographic groups, especially, women aged 25 to 34. Overall, 40% of all women report having already cut back.
When looking at employment status, part-time workers are the most likely to have already or plan to reduce their spending (74%), closely followed by housewives and those unemployed (both 73%). Interestingly, the findings also show a strong correlation between stress levels and financial behaviour – 76% of those suffering from stress have either reduced or plan to reduce their expenses, compared to only 64% of those who do not report experiencing stress. This highlights that the rising living costs, economic uncertainty, and personal circumstances add to individuals’ financial pressure, negatively impacting their mental health.
Each country tells a different story
Households across the world are cutting back on spending but leading the ranking is Greece, with 86% saying they have already cut back or plan to, followed closely by Malaysia (83%), the Philippines (82%), and Ireland (79%). At the other end of the spectrum, even the countries with the lowest levels of spending reduction show significant caution: 50% of people in the Netherlands have already reduced or plan to reduce their spending, followed by Slovenia (56%), China (55%) and Norway (57%).
In Malaysia, post-pandemic inflation has surged, sharply rising costs of necessities – notably, foods and beverages, restaurants, housing prices have climbed faster than overall inflation rates. Meanwhile, wages have remained stagnant for decades, with decreases in some sectors despite modest overall growth. With living costs surpassing their earnings, it is no surprise households have adjusted spending.
European countries, in particular, show striking variations. Some, like Greece, Ireland, Croatia (78%) and Italy (77%), rank amongst the most likely to be reducing spending. While others dominate the list of countries least likely to cut back: the Netherlands, Slovenia, Norway, Finland and Sweden (both 60%), Poland (63%), and France (64%).
For Ireland, the caution is expected: 46% of people believe the economy will fare worse – a sentiment has been largely negative since Q3 2018. In 2024, 40% cited inflation as the primary reason for their pessimism, followed by the lack of faith in the government, housing crisis, immigration, and global political instability.
Overall, while levels of reduction vary and dependent on national situations, a clear global trend emerges: financial caution is now a widespread and deeply rooted response to growing economic pressures.
Richard Colwell, President of WIN International Association, said:
“This year’s findings highlight a world where families everywhere are adapting to financial uncertainty with resilience. As we mark the International Day of Families, WIN hopes this research serves as a reminder that behind every statistic is a family adjusting, sacrificing, and persevering. Understanding these pressures is crucial to shaping policies and support systems that truly meet people’s needs during challenging times.”
ENDS-
Media enquiries:
IRELAND DATA
Colm Finlay, Research Project Manager, RED C Research
+35318186316
WORLDWIDE DATA
Elena Crosilla, WIN Coordinator
+39 335.62.07.347
E-mail: [email protected]
NOTES FOR EDITORS
Methodology:
The survey was conducted in 39 countries using CAWI / CATI / F2F/ TAPI /online survey methods.
Sample Size and Mode of Field Work:
A total of 34,946 people were interviewed. See below for sample details. The fieldwork was conducted in December 2024, January 2025 and February 2025. The margin of error for the survey is between 4.4 and 2.5 at 95% confidence level.
The global average has been computed according to the covered adult population of the surveyed countries.
About WIN:
The Worldwide Independent Network of Market Research (WIN) is a global network conducting market research and opinion polls in every continent.
Our assets
In the years, WIN has demonstrated wide competences and ability to conduct multi-country surveys following the highest standards requested by the market. The accumulated expertise of the Association is formidable: among others, researched themes are gender equality and young people, communication and media research, and brand studies.
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