How is the cost of living crisis impacting families?

Courtney Sutton (pictured below) is one of Action for Children’s Family Support Practitioners at the Early Childhood and Family Service in Norfolk.

She supports families where children are suffering at the hand of the cost of living crisis.

As a frontline worker, Courtney hears heart-breaking stories everyday from the children and families she supports.

Stories of children going to bed hungry, arriving at school without a proper uniform, and parents overwhelmed with emotion.

Among the many families she supports, one story in particular stood out:

“We’re working with a low income family who aren't eligible for public funding. They're currently living in a rented one-bedroom flat, costing £1000 a month,” Courtney said.

“They rely on dad's income, but mum has now returned to work to support the family – just three months after having a baby.

Without Action for Children, the family would have struggled for basic food and essentials.”

Unfortunately, these stories are all too common. Families across the UK are struggling to make ends meet, with incomes stretched to their limits.

In Norfolk, where Courtney works, 26% of children were living in poverty in 2023/2024.

“As a service, our resources are really stretched. The number of families who come to us in desperate need of help is increasing by the day and our staff members are working at full capacity,” Courtney explained.

Many families who turn to the service are in urgent need of financial support, with some only seeking help for the first time since the cost of living crisis.

At Action for Children, we offer a range of support, including food vouchers, emergency funding for household bills, and debt and budgeting advice.

“We've noticed that parents are struggling to pay for school uniforms,” Courtney added. "They've had to prioritise every penny for basic essentials and have relied on support for school uniform costs."

When parents feel stressed, their children often feel it too.

Courtney shared that many parents feel overwhelmed when walking into a supermarket, as rising food prices turn everyday shopping into a source of stress and anxiety.

“For families, winter months are going to bring fear,” Courtney shared. “Fear of not being able to pay for energy bills to keep the children and themselves warm.”

"Right now, children are suffering and families are frightened of what's next to come. And so am I."

The cost of living crisis is affecting too many families. Parents shouldn’t have to skip meals so that they can feed their children.

But this is what our staff, like Courtney, witness every day.

A survey of our practitioners in November 2024 found that 79% were supporting a child, young person or family experiencing poverty or extreme financial hardship.

Meanwhile, 89% said that poverty contributes to wider non-financial challenges faced by families accessing their service.

“With our support, children go to school feeling less stressed and worried about their parents,” Courtney said.

“This means that they’ll likely have better retainment at school. They can enjoy learning and playing with their friends, without having to worry about their family.”

At Action for Children we’re here when families can’t afford the basics. We top up the gas meter when the house feels cold, and put food on the table.

We’re a vital lifeline for desperate families with nowhere to turn.