BMG Research has undertaken exclusive polling for The i paper that has found that the public would prefer cash handouts (57%) to tax cuts (33%) as the best way to solve the cost of living crisis.

Meanwhile, only 18% think the UK Government are providing enough support for those struggling with the rise in the cost of living, compared with 70% who believe they are doing too little.

Truss is also seen as weaker than both her rival for the Conservative leadership, Rishi Sunak, and Labour leader Keir Starmer, when it comes to ability to deal with the rise in the cost of living. Only 20% of Brits think Truss would be good at dealing with the rise in the cost of living, compared with 38% who said bad. Although the share saying bad for Sunak is similar (37%), 26% believe he would be good, while Keir Starmer has a net difference of 1% with 31% believing he would be good, compared with 30% bad.

The research also found that with only two months left until the energy price cap changes, 4% of Brits who pay for their energy by direct debit say they have already decided to cancel their direct debits, while 10% say they are likely to cancel. This could translate to hundreds of thousands of people cancelling their direct debits.

Elsewhere, the poll shows:

  • Satisfaction with Keir Starmer’s leadership of the Labour Party have fallen to a -6 NET score.
  • Labour’s lead in the vote intention polls has stayed the same despite this, with VI for Labour at 42% compared with 32% for the Conservatives.

“Already the most salient issue by some distance, there has been a further rise in the number of people selecting the cost of living as the biggest issue facing the country.”

“With 57 per cent now selecting it as their top issue, the cost of living completely dominates the agenda – nothing else even comes close.”

“This is not an issue where the public thinks the Government have gone nearly far enough, with as many as seven in 10 Britons saying the support offered so far is too little.”

“It is against this backdrop that we find as many as 1 in 7 direct debit bill payers say they have either already decided or are likely to cancel their direct debits to their energy suppliers this autumn. The 4% who say they have already decided to do so sounds small, but this translates to many hundreds of thousands of billpayers.”

“When it comes to the crunch, some might reconsider actually taking the step of cancelling their direct debit, and it also remains to be seen what effect future Government support would have on these numbers.”

“However, with 7 in 10 Britons saying they have seen or heard something about a campaign of this nature, there is little doubt this sentiment is gaining considerable momentum.”

Additional details

An article by The i about Liz Truss’ cost of living plan can be found here. An article on Keir Starmer’s satisfaction ratings can be found here. An article about the winter debt crisis can be found here.

Methodology, fieldwork dates, and a full breakdown of these results can be found here.

For a more detailed breakdown of results from this poll, or any other results from our polling series, please get in touch by email or phone.


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