Fair By Design commissioned YouGov to produce nationally representative polling data on the British public’s attitudes to the poverty premium and solutions to it. 

Key findings: 

  • 69% (7 in 10 people) support government action to end the poverty premium.  
  • 62% support government-funded discounts on energy bills, with 80% supporting changing energy bill pricing rules so that companies are unable to charge billpayers more when paying by a different method other than automatic direct debit.  
  • 78% are supportive of changing car insurance pricing rules so that insurers are unable to charge people more for their insurance if they pay monthly rather than annually.  

Fair By Design Director, Rebecca Deegan, said: 

“The poverty premium shows that the system is broken. This polling shows that the public are fed up with unfair practices that leave people on low incomes even worse off.” 

“At its heart, action on the poverty premium is about people paying a fair price for life’s essentials such as being able to heat your home and get to work. It’s time for the Government to deliver this.” 

69% of respondents supported government action to ensure that low-income households don’t pay more than higher-income households for the same household products, which is vital in taking action to end the poverty premium. Interestingly for a Labour Government looking for solutions to poor poll ratings and the cost-of-living crisis which rages on, 78% of respondents to the YouGov survey who voted for Labour in the 2024 General Election said they support this government action. 

Across 2024 voters for the five major political parties, respondents thought that action on the poverty premium was needed (Labour 78%, Conservative 57%, Liberal Democrats 73%, Greens 84% and Reform 58%), showing clear appetite across all voters. For a party losing voter share to the left and the right, this polling shows that action on the poverty premium is particularly popular amongst 2024 Green and Liberal Democrat voters, as well as existing Labour voters. This polling suggests that there is a desire from voters for politicians to focus on economic fairness rather than making life harder for people in poverty. 

When respondents were asked about a variety of measures aimed at reducing the poverty premium across energy, car insurance, and credit, there was strong support for taking action across the board, including;

  • 62% support government-funded discounts on energy bills for low-income households, which was most popular with 2024 Green (85%), and Labour (73%) voters.  
  • 80% support changing energy bill pricing rules so that companies are unable to charge billpayers more to pay by a different method other than automatic direct debit. This was widely supported by members from all major political parties (Labour 84%, Conservative 74%, Liberal Democrats 81%, Greens 92% and Reform 76%). We asked this question because people who pay for their energy once they’ve received their bill, so that they only pay for the energy they’ve used any given quarter, pay around £135 extra each year. 
  • 68% are supportive of banks and credit unions offering loans, with no interest, to low-income households specifically for paying for items like washing machines and school uniforms (Labour 77%, Conservative 56%, Liberal Democrats 74%, Greens 84% and Reform 58%). These loans can prevent people having no choice but to take out high-cost credit, or going to illegal lenders and loan sharks, leaving them with debts that they cannot pay back. 
  • 78% are supportive of changing car insurance pricing rules so that insurers are unable to charge people more for their insurance if they pay monthly rather than annually (Labour 82%, Conservative 77%, Liberal Democrats 75%, Greens 87% and Reform 76%). This matters because people in financially vulnerable circumstances are more likely to need their car for work or to get to and from work, and to meet their caring responsibilities. It is also often the only form of transport suitable for disabled people, or those who live in rural areas.   

ENDS 

Notes to Editors 

Contact Frankie Galvin 07506 776 054 / f.galvin@barrowcadbury.org.uk for more information. Interviews with Rebecca Deegan, Director, available upon request 

  • All figures, unless otherwise stated, are from YouGov Plc.  Total sample size was 2,111 adults. Fieldwork was undertaken between 6th – 7th January 2026.  The survey was carried out online. The figures have been weighted and are representative of all GB adults (aged 18+). 
  • About Fair By Design Fair By Design is dedicated to reshaping essential services such as energy, credit, insurance and payments so that they don’t cost more if you’re in poverty – also known as the poverty premium. Fair By Design works with regulators, Government, Parliament and industry to eliminate the poverty premium. Fair By Design is managed by the Barrow Cadbury Trust on behalf of a group of foundations. Read more: https://fairbydesign.com/ 
  • About YouGov YouGov is an international online research data and analytics technology group.