There’s something quietly Dickensian about the term “cost-of-living crisis” that’s given the news over the last few months a surreal air of uncanniness, at least in the UK. The concept that so many of us, even those such as myself sitting relatively comfortably in the lower echelons of the middle classes, are seriously worried about affording to just live is something that would have seemed completely alien even a few years ago.
These are post-COVID, post-Trump and post-Brexit times, however, where any abject horror seems possible and even for creatives on steady salaries, belts are being tightened and pennies are being pinched like never before. For those living in London, things are even more difficult with the country’s capital city and hub of creativity and innovation boasting rental costs (because who can afford to actually buy property in London, right?) that would make even New Yorkers blush.
It's these costs that have led to the creation of the London Living Wage, which is set higher than the national minimum to reflect London's steep living expenses. Yet, for creatives often engaged in irregular or freelance work, stability remains worryingly elusive and, let’s be honest, could you really live in London comfortably on £13 an hour anyway?
Despite initiatives by organizations to promote a liveable wage for creatives, the reality is increasingly complex. Housing, a major expense, often consumes a large portion of income, while other essentials like transportation and utilities add extensively to the financial burden. London creatives, as a result, must often juggle multiple roles or seek supplemental income to afford even a basic lifestyle in the city.
The agency living wage
Of course, the cost-of-living struggle is not just financial; it's also about maintaining creative integrity and personal wellbeing in the face of potential hardship. Balancing commercial work with personal artistic pursuits can be demanding, and the pressure to conform to market trends can stifle creativity. Thankfully, some London-based agencies are already taking the initiative to put the horse before the cart.
Independent creative agency Pablo, for example are guaranteeing all full-time staff a minimum annual salary of £30,000 (£6,697 more than the newly increased London Living Wage), in a bid to tackle both the diversity crisis in advertising and soften the cost-of-living impact for junior staff.
Pablo London
This, of course, taps into another aspect of the cost-of-living crisis (that diversity takes a backseat in times of strife) and given that young people from privileged backgrounds are still five times more likely to make it in the creative industries compared with their less privileged counterparts, it’s certainly a welcome move. Pablo hopes their new living wage initiative will help redress this imbalance, which also sees just 8.1% of the 1.9 million jobs in the creative industries filled by those from underrepresented groups.
Another London agency, St Luke’s, has also announced its intention to increase the entry level salary of all permanent staff, in all departments to £30k pa as it responds to the challenges the industry faces in both recruiting and retaining talent. The increase is effective immediately and marks a move from the current London Living Wage of £25,643.00, which is set by the Living Wage Foundation, of which St Luke’s has been a signatory for several years. The increase was announced to all relevant staff before Christmas and is effective immediately.
Is it enough?
Despite the challenges posed by the sheer cost of living in London, the city's dynamic creative scene continues to attract top talent and that’s unlikely to change anytime soon. The city's cultural diversity, networking opportunities, and exposure to global trends make it an appealing destination for creatives and for many, the trade-off between financial challenges and creative opportunities is worthwhile.
I’m in my mid 30s and still have many friends living in London still sharing bedsits with 4 or 5 other relative strangers while me and my wife struggle to fill our 3-bedroom home in the suburbs. For them to continue pushing through that there must be a reason, but should they suffer for their dedication? I gave up on London years ago when I realised that I could earn a comfortable living working from home but for so many creatives, the idea of leaving London seems unfathomable.
St Lukes
To ensure that the creative industries are truly open to all, regardless of background, I truly think all agencies should be following the lead set by Pablo and St Luke’s. Surely the old idea of young creatives “learning the craft” via unpaid internships should be put out to pasture by now, as we all know that only the independently wealthy will ever be able to afford to take those roles, particularly given the current crisis and particularly in London.
Living in London on the London Living Wage as a creative is technically possible if you’re willing to completely devote yourself to your career and forego a social life but young creatives shouldn’t have to live like that. Yes, financial discipline and a strong commitment to one's creative endeavours should be applauded but any creative will tell you that their best ideas come to them in the small moments between work. Life breeds invention, not the other way around. So, let’s hope these independent agencies set a precedent and adland wakes up a little this year, shall we?
