Mums feel the squeeze
GROWING numbers of mums in South West Wales are having to tighten the purse strings just to stay afloat.
With lower wages and higher living costs, it is not just the big monthly payments like mortgages that are causing pressures — day-to-day living costs such as food and utility bills are causing problems too.
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Overall optimism for mothers in the region is also slipping. Asda's second Mumdex economy report reveals that tough times remain, with mums in Wales feeling gloomier about the future than they were last quarter. The research, made up of a panel of 4,000 mums, shows that fears over balancing the books are affecting not just mums' concerns for the family budget in the here and now, but real threats to their kids' futures and their family's quality of life. The survey shows 60 per cent are pessimistic about the outlook for the UK economy while 23 per cent are optimistic about the future of their family's quality of life. Just six per cent are upbeat about their household finances. Most say they are having to be tough with what they buy to make sure they make the most of their cash.
Asda Mums' biggest worry is, by far, the stalling number of opportunities available to their children.
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Social progress, the idea that each successive generation will have more opportunities than the last, is seen to be faltering. Over a third of mums believe their kids have fewer job and educational opportunities than they did when they were growing up. 44 per cent of mums in Wales concurred with this. They also worry that one of the fundamental aspirations they have for their children — getting a job which satisfies them — is becoming unobtainable. Half of Asda Mums support government apprenticeships as a way to reduce the level of youth unemployment.
Judith McKenna, chief operating office at Asda says what the research makes clear is that "it's tough and getting tougher.
"While economists and politicians are talking about a double dip recession and austerity measures, what concerns mums most are the real long-term consequences for their kids.
"They can handle the here and now, but they're less sure about the impact for their families in the years ahead."
Mum-of-two Helen Stokes, 38, from Ynystawe, shopping at Asda in Llansamlet yesterday said: "It's true, it all feels a bit of an uphill struggle sometimes.
"My three are still all under 12, but I do worry about what the future holds for them."
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