• Home
  • Latest
  • Fortune 500
  • Finance
  • Tech
  • Leadership
  • Lifestyle
  • Rankings
  • Multimedia

Trendingnow

1

As Big Tech showers employees with perks to win the talent war, Nvidia built a nearly $5 trillion company by making people pay for their own lunch

2

MacKenzie Scott alone accounted for one-third of America's $19.2 billion in megagifts last year

3

Today, Emily Blunt is worth $80 million thanks to her Hollywood career—but she actually wanted to be a UN Spanish translator on $80K

1

As Big Tech showers employees with perks to win the talent war, Nvidia built a nearly $5 trillion company by making people pay for their own lunch

2

MacKenzie Scott alone accounted for one-third of America's $19.2 billion in megagifts last year

3

Today, Emily Blunt is worth $80 million thanks to her Hollywood career—but she actually wanted to be a UN Spanish translator on $80K
LifestyleReal Estate
Europe

Slow wage growth, soaring rent, and damp-infested flats are relegating London to a ‘theme park for rich people and tourists’

Ryan Hogg
By
Ryan Hogg
Ryan Hogg
Europe News Reporter
Down Arrow Button Icon
Ryan Hogg
By
Ryan Hogg
Ryan Hogg
Europe News Reporter
Down Arrow Button Icon
July 31, 2024, 1:00 AM ET
Tourist with backpack walking on Regent Street in London, UK
Since the financial crash of 2007–08, wages have grown more slowly in London than the U.K. average, but costs have risen faster, adding to the squeeze.Alexander Spatari—Getty Images
Add Fortune on Google for similar content.

The struggle to find decent accommodation in London is legendary. It starts with a vicious cycle of scouring the internet, getting ghosted, and eventually, attending auditions masquerading as viewings. Often, it concludes with a commitment to pay thousands a month to share a less-than-ideal apartment with strangers.

Recommended Video

These tales will be familiar to older millennials and Gen Xers who navigated the start of their careers in London in the early 2000s, as in other major cities like New York and Dublin.

What’s changed in the past few years, though, is the economic context in which Londoners are forced to deal with that rite of passage.

The London tax

Working in a major city can be trying at the best of times. Millennials and Gen Z will likely sacrifice disposable income to develop their career and build their cultural capital, hoping the early money problems will take care of themselves.

However, the promise of achieving higher wages in London isn’t necessarily true anymore, either. 

Since the financial crash of 2007–08, wages have grown slower in London than the U.K. average, but costs have risen faster, adding to the squeeze.

Full-time workers in London make an average of £44,370 ($57,027) a year, according to Office for National Statistics data. As rents have risen faster than salaries, it’s become increasingly common for workers to spend more than half their post-tax wage on rent, well above the generally recommended 33%.

Landlords have been increasing rents by 20% or 30% in some cases, leaving current tenants with little choice but to look elsewhere. There isn’t currently legislation in place to prevent these sharp rises.

According to data from SpareRoom, the average room in London now sets a tenant back £983 ($1,270) per month.

“There aren’t really any affordable pockets of London left,” Matt Hutchinson, SpareRoom’s communications director, told Fortune. 

Hutchinson says the average age of people using SpareRoom, which primarily connects renters to available rooms in shared housing, is rising, and people are sharing longer into their lives. 

When the group first launched online, it was catering to young professionals getting their first flat out of university. 

Now, however, it’s common for older demographics going through major life changes, like coming out of a breakup or moving to London for a mid-career job, to share for the first time in their lives.

Low supply is driving affordability issues. Across the U.K., homes are being let eight days faster than they were pre-pandemic, according to Savills research. The real estate group says there are 30% fewer homes to rent in the U.K. than in 2018–19.

Poor conditions

In addition to an affordability problem, the conditions those renters have to live in are getting worse as well.

Across England, private rental homes were twice as likely as the average to have a problem with damp, according to the English Housing Survey.

A study last year by think tank Resolution Foundation found that people living in London were twice as likely as people living elsewhere in the U.K. to experience poor-quality housing. 

Those living in poor housing were accordingly twice as likely to experience poor health, either physical or mental.

Cara Pacitti, a senior economist at the Resolution Foundation, suggests there has been an increase in instances of damp since the cost of living crisis, when rising energy prices forced people to cut back on heating in the winter.

Many tenants avoid complaining about their conditions because they fear eviction and being forced to look for more expensive accommodation.

Polly Neate, chief executive of housing charity Shelter, has also seen this trend.

“We regularly hear from young renters in London who feel powerless to complain about conditions or challenge an unfair rent hike because they know they could be slapped with a no-fault eviction the moment they do,” Neate told Fortune.

Impact on the economy

SpareRoom’s Hutchinson often wonders at what point London becomes “a theme park for rich people and tourists,” but concedes he didn’t expect things to get as bad as they have without that occurring.

However, in the past year, the scale of the affordability problem has caused some people to put off life decisions.

Research by the rental service in February last year found that seven in 10 renters had postponed plans to move house in the prior 18 months, with budgetary issues the main drawback.

“People are turning down job opportunities, not because they don’t want to move but because they don’t want to get into the market the way it is now, and so people are just staying put who don’t really want to,” said Hutchinson.

“That’s really worrying for them on a personal level, but also, if we intend to get out of the mess we’re in by growing the economy, people being able to move for those jobs is really important.”

According to data compiled by Savills, more private investment is flowing into the build-to-rent market, which should relax supply issues over time.

Shelter’s Neate has urged new legislation that stops no-fault evictions and limits rent hikes to one per year.

Detractors argue that this could exacerbate supply issues, but as young workers become more disenchanted with the city, few answers remain.

“If you are disincentivizing people from moving to better jobs, more productive jobs, in high productivity areas, that’s obviously not great for your economy,” says the Resolution Foundation’s Pacitti.

London’s loss is the rest of the U.K.’s gain. The country’s leveling up agenda sought to spread the wealth outside the capital, and new opportunities are beginning to crop up in second cities like Manchester and Birmingham. 

That takes time, though, and while other regions catch up, a flight of talent from the country’s largest economy could hit the U.K. hard.

About the Author
Ryan Hogg
By Ryan HoggEurope News Reporter

Ryan Hogg was a Europe business reporter at Fortune.

See full bioRight Arrow Button Icon
Add Fortune on Google for similar content.

Latest in Lifestyle

Finance
Lorem ipsum dolor sit amet, consectetur adipiscing elit, sed do eiusmod tempor incididunt ut labore et dolore magna aliqua. Ut enim ad minim veniam
By Fortune Editors
October 20, 2025
Finance
Lorem ipsum dolor sit amet, consectetur adipiscing elit, sed do eiusmod tempor incididunt ut labore et dolore magna aliqua. Ut enim ad minim veniam
By Fortune Editors
October 20, 2025
Finance
Lorem ipsum dolor sit amet, consectetur adipiscing elit, sed do eiusmod tempor incididunt ut labore et dolore magna aliqua. Ut enim ad minim veniam
By Fortune Editors
October 20, 2025
Finance
Lorem ipsum dolor sit amet, consectetur adipiscing elit, sed do eiusmod tempor incididunt ut labore et dolore magna aliqua. Ut enim ad minim veniam
By Fortune Editors
October 20, 2025
Finance
Lorem ipsum dolor sit amet, consectetur adipiscing elit, sed do eiusmod tempor incididunt ut labore et dolore magna aliqua. Ut enim ad minim veniam
By Fortune Editors
October 20, 2025
Finance
Lorem ipsum dolor sit amet, consectetur adipiscing elit, sed do eiusmod tempor incididunt ut labore et dolore magna aliqua. Ut enim ad minim veniam
By Fortune Editors
October 20, 2025

Most Popular

Finance
Lorem ipsum dolor sit amet, consectetur adipiscing elit, sed do eiusmod tempor incididunt ut labore et dolore magna aliqua. Ut enim ad minim veniam
By Fortune Editors
October 20, 2025
Finance
Lorem ipsum dolor sit amet, consectetur adipiscing elit, sed do eiusmod tempor incididunt ut labore et dolore magna aliqua. Ut enim ad minim veniam
By Fortune Editors
October 20, 2025
Finance
Lorem ipsum dolor sit amet, consectetur adipiscing elit, sed do eiusmod tempor incididunt ut labore et dolore magna aliqua. Ut enim ad minim veniam
By Fortune Editors
October 20, 2025
Finance
Lorem ipsum dolor sit amet, consectetur adipiscing elit, sed do eiusmod tempor incididunt ut labore et dolore magna aliqua. Ut enim ad minim veniam
By Fortune Editors
October 20, 2025
Finance
Lorem ipsum dolor sit amet, consectetur adipiscing elit, sed do eiusmod tempor incididunt ut labore et dolore magna aliqua. Ut enim ad minim veniam
By Fortune Editors
October 20, 2025
Finance
Lorem ipsum dolor sit amet, consectetur adipiscing elit, sed do eiusmod tempor incididunt ut labore et dolore magna aliqua. Ut enim ad minim veniam
By Fortune Editors
October 20, 2025
Fortune Secondary Logo
Rankings
  • 100 Best Companies
  • Fortune 500
  • Global 500
  • Fortune 500 Europe
  • Most Powerful Women
  • World's Most Admired Companies
  • See All Rankings
  • Lists Calendar
Sections
  • Finance
  • Fortune Crypto
  • Features
  • Leadership
  • Health
  • Commentary
  • Success
  • Retail
  • Mpw
  • Tech
  • Lifestyle
  • CEO Initiative
  • Asia
  • Politics
  • Conferences
  • Europe
  • Newsletters
  • Personal Finance
  • Environment
  • Magazine
  • Education
Customer Support
  • Frequently Asked Questions
  • Customer Service Portal
  • Privacy Policy
  • Terms Of Use
  • Single Issues For Purchase
  • International Print
Commercial Services
  • Advertising
  • Fortune Brand Studio
  • Fortune Analytics
  • Fortune Conferences
  • Business Development
  • Group Subscriptions
About Us
  • About Us
  • Press Center
  • Work At Fortune
  • Terms And Conditions
  • Site Map
  • About Us
  • Press Center
  • Work At Fortune
  • Terms And Conditions
  • Site Map
  • Facebook icon
  • Twitter icon
  • LinkedIn icon
  • Instagram icon
  • Pinterest icon

Latest in Lifestyle

Opti-Greens 50 Review (2026): Insights from Hands-On Testing
HealthDietary Supplements
Opti-Greens 50 Review (2026): Insights from Hands-On Testing
By Christina SnyderJuly 2, 2026
8 hours ago
s
Personal FinanceSports
The sports economy is unaffordable at the bar, let alone the stadium
By Catherina GioinoJuly 2, 2026
8 hours ago
t
Arts & EntertainmentNew York
No holiday for New York City cops, who get a heat wave, World Cup and a Taylor Swift wedding at MSG
By Anthony Izaguirre and The Associated PressJuly 2, 2026
9 hours ago
ts
Arts & EntertainmentTaylor Swift
Taylor Swift and Travis Kelce’s wedding at Madison Square Garden will run from 5pm on Friday until maybe 4am on July 4th, permit says
By Jake Offenhartz and The Associated PressJuly 2, 2026
9 hours ago
ts
Arts & EntertainmentNew York
Taylor Swift, Travis Kelce donate $26 million to charities ahead of rumored Madison Square Garden wedding
By Kimberlee Kruesi and The Associated PressJuly 2, 2026
9 hours ago
ts
Arts & EntertainmentNew York
NYPD confirms ‘an event that we are tracking at Madison Square Garden on Friday night,’ declines to comment on Taylor Swift wedding
By Jake Offenhartz, Kimberlee Kruesi and The Associated PressJuly 2, 2026
10 hours ago

Most Popular

As Big Tech showers employees with perks to win the talent war, Nvidia built a nearly $5 trillion company by making people pay for their own lunch
Big Tech
As Big Tech showers employees with perks to win the talent war, Nvidia built a nearly $5 trillion company by making people pay for their own lunch
By Marco Quiroz-GutierrezJuly 1, 2026
2 days ago
MacKenzie Scott alone accounted for one-third of America's $19.2 billion in megagifts last year
Success
MacKenzie Scott alone accounted for one-third of America's $19.2 billion in megagifts last year
By Sydney LakeJune 25, 2026
8 days ago
Today, Emily Blunt is worth $80 million thanks to her Hollywood career—but she actually wanted to be a UN Spanish translator on $80K
Success
Today, Emily Blunt is worth $80 million thanks to her Hollywood career—but she actually wanted to be a UN Spanish translator on $80K
By Orianna Rosa RoyleJuly 2, 2026
20 hours ago
Mark Zuckerberg feeds his cows macadamia nuts and beer to create the 'highest-quality beef in the world' on his $300 million estate in Hawaii
Success
Mark Zuckerberg feeds his cows macadamia nuts and beer to create the 'highest-quality beef in the world' on his $300 million estate in Hawaii
By Sasha RogelbergJuly 2, 2026
10 hours ago
Current price of oil as of July 1, 2026
Personal Finance
Current price of oil as of July 1, 2026
By Joseph HostetlerJuly 1, 2026
2 days ago
Americans are escaping the U.S. for New Zealand where house prices have hit a new low—but only wealthy Americans with $3 million spare can invest
Success
Americans are escaping the U.S. for New Zealand where house prices have hit a new low—but only wealthy Americans with $3 million spare can invest
By Emma BurleighJuly 2, 2026
12 hours ago

© 2026 Fortune Media IP Limited. All Rights Reserved. Use of this site constitutes acceptance of our Terms of Use and Privacy Policy | CA Notice at Collection and Privacy Notice | Do Not Sell/Share My Personal Information
FORTUNE is a trademark of Fortune Media IP Limited, registered in the U.S. and other countries. FORTUNE may receive compensation for some links to products and services on this website. Offers may be subject to change without notice.