Approximately 7 million people are struggling to afford basic essentials, such as toothpaste and toothbrushes, because of the cost of living crisis, according to research discussed by the Joseph Rowntree Foundation. The cost of fuel, heating, food, school, and clothes has reportedly increased, while wages and benefits have not kept pace.
Decision-making regarding purchases is influenced by more than just price. Psychologist, author, and Maynooth University professor Dr Katriona O’Sullivan explains that people often consider whether a purchase will help them immediately or in the future.
Stress can make long-term planning challenging, causing individuals to focus on immediate problems. A toothbrush, like healthier food or exercise, is an investment with a delayed benefit. Poverty, however, creates urgent issues such as debt, impending electricity cut-offs, or school payments.
Dr O'Sullivan states that growing up in an unstable environment can make it difficult to believe that present sacrifices will lead to future rewards. Some studies suggest that growing up poor can affect brain development, with areas associated with reward becoming more active than those responsible for reasonable decision-making.