Rory Sutherland Rory Sutherland

Property prices represent the real cost-of-living crisis

[Getty Images] 
issue 17 June 2023

I sometimes feel my entire life in advertising has been wasted, and not for the reason you may assume. No, my problem is that I am increasingly becoming a bit of a Georgist. It makes no sense to me that we are taxing people more for working than for living off rent or unearned capital gains. But, additionally, I increasingly wonder what the point is of making goods cheaper and better for consumers if any savings are mopped up by rises in property prices.

It’s rather like that half-joking observation that any economic gains in India will simply be spent on ever more expensive weddings. In Britain it’s worse. At least in India the guests get to enjoy a wedding. In Britain, expenditure on property is entirely rivalrous – a negative-sum game.

What is the point of making goods cheaper and better if any savings are mopped up by rises in property prices?

Over the 34 years of my working life, I have seen human ingenuity, technology and globalisation combine to develop products and services which offer much greater value for money.

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