Levels have consistently risen since January, growing by 307% so far. The peaks were mainly caused by discussions around exploding energy prices and rising inflation, particularly in relation to events in Europe.
While energy and inflation are clearly major concerns around the cost of living, they’re not the whole picture. As we’ll see, worries about groceries, medicine, and rent are high too. And unsurprisingly, people are expressing strong feelings about this online.
It’s an emotional topic
As you would expect, the cost of living conversation online is not a positive one. A massive 92% of sentiment-categorized mentions are negative, with sadness and anger the most expressed emotions.
But the fastest growing emotion is fear. This year, the number of fearful mentions increased by 22% in July and August compared to May and June. With the big drivers of this conversation focusing around anxiety and worry, it suggests people are not only struggling now, but increasingly concerned about the future..
To get a deeper understanding about the emotions landscape, we used Social Panels to divide the conversations into different generations.