New ONS data reveals sharp generational differences in national priorities, with younger adults focused on financial pressures while older residents worry most about healthcare and immigration.
The queue at the Tesco Express in Canterbury tells its own story. Young professionals clutch reduced-price sandwiches as pensioners debate prescription charges at the pharmacy counter next door. This everyday scene reflects a deeper national divide revealed in the latest Office for National Statistics survey data.
Fresh figures from the ONS show that cost of living concerns dominate public thinking, with 85% of adults across Great Britain identifying it as a major issue facing the UK in July 2025. The NHS follows closely at 81%, while the economy ranks third at 67%.
But scratch beneath these headline numbers and a generational split emerges. The ONS data confirms that younger adults prioritise financial pressures above all else, while older residents place healthcare at the top of their worry list.
The Generational Divide
Cost of living topped concerns for adults aged 16 to 29 years (86%) and those aged 30 to 49 years (92%) in the official July survey. Meanwhile, older demographics flipped these priorities – with the NHS ranking highest among those aged 50 to 69 years (87%) and adults over 70 (85%).
Immigration has climbed the national agenda too. Some 63% of adults now see it as a pressing issue, up sharply from 43% in October 2022. Crime concerns have similarly risen from 49% to 58% over the same period.
Behind the Numbers
The cost of living squeeze remains real for many households. Around 59% of adults reported their living costs had increased in the month before the July survey – down from 72% in April 2025 but still well above the 45% recorded in July 2024.
Food shopping drives most of this pressure. Among those reporting higher costs, 95% blamed rising food prices, even as 57% cited energy bills and 45% pointed to fuel costs.
These figures reflect a broader economic story. Inflation peaked at 9.6% in October 2022 before falling to 4.2% by January 2024. Food prices, which soared 19.2% in March 2023 – the highest rate for over 45 years – had moderated to 7.0% growth by January 2024.
Yet many households still struggle. Around 41% of adults found energy bills difficult to afford in late January 2024, though this was down from 49% in May 2023.
Source: @ONS
Key Takeaways
- Cost of living (85%) and NHS (81%) dominate public concerns, with clear age-based differences in priorities
- Immigration and crime have risen markedly as national issues since October 2022
- Nearly 6 in 10 adults experienced rising living costs in July 2025, driven primarily by food price increases
What This Means for Kent Residents
Kent households face the same national pressures highlighted in this ONS data, with additional challenges from high commuting costs and Channel migration issues that above all resonate locally. Residents struggling with rising costs can access support through Kent County Council’s welfare assistance schemes, district council housing and council tax support, and local Citizens Advice services. Those concerned about NHS access should contact their GP practice directly or use NHS 111 for urgent care guidance, even as Kent County Council’s website provides updated information on local cost of living support measures and community resources.