The Association of Mortgage Intermediaries (AMI) has found that the UK’s economic climate is taking a clear emotional toll on consumers, particularly younger adults, mortgage holders and families, according to early findings from its forthcoming 2025 Protection Viewpoint Report.

The report, which will be launched at a virtual industry event on 5 November, draws on a survey of 3,000 consumers and highlights the link between financial stress and protection decision-making.

More than three-quarters (78%) of respondents said that the current economic environment had affected them emotionally when making financial decisions, with over half (51%) describing the impact as “big”.

Life stage plays a significant role in shaping this response. Younger people were the most likely to report emotional strain, with 82% of Gen Z and 85% of Millennials saying they felt the effects of financial pressure.

Among specific groups, 83% of mortgage holders said they had been affected, with more than half (54%) describing the impact as substantial. Parents of children under 18 were also particularly affected, with 87% feeling pressure and 63% saying the impact was “big”.

Renters were more likely to feel stressed than homeowners, with 57% versus 48% citing major emotional effects.

To explore how these emotional responses translate into protection behaviours, AMI also carried out qualitative interviews with consumers. These revealed widespread feelings of uncertainty about the future, fuelled by the rising cost of living, stagnant wages and concerns about job security.

One participant, a 32-year-old homeowner from north-west England, said: “I feel anxious. I don’t know how things will be in 12 months’ time. I am part time after having children and my partner is full time. Bills are going up, but our wages are not going up in line with these extra expenses as well as having the cost of two children now.”

The research, developed with partners The Exeter, Legal & General and Royal London, revisits questions from previous years and examines how the consumer protection journey is changing. It also looks at the influence of social media and the potential role of new technologies, underpinned by the continuing need for human advice and connection.

Stephanie Charman, chief executive of AMI, said: “Our Protection Viewpoint launch is all about turning insight into action. These initial findings from our 2025 study show clearly that age and life stage play a huge role in how people navigate economic uncertainty, and that both emotional and practical factors shape their financial decisions.

“This reinforces the critical importance of the role of protection and delivering advice that really meets people where they are, helping them feel confident about the future.”

She added: “Our launch event, on 5 November, is open to the whole industry and is a fantastic opportunity to hear directly from consumers, explore the latest trends, and reflect on key lessons from the past six years.

“Most importantly, it’s about taking these insights and translating them into action, giving advisers, distribution partners and protection providers practical tools to make a real difference to support the future of the protection market.”

The virtual event will present the full findings of the Protection Viewpoint Report 2025, combining quantitative data with consumer narratives and adviser insights. Registration is open to advisers, networks, insurers, technology providers and firm leaders across the industry.