In this blog, Clare Duncan, Senior Communications and Marketing Manager at the Living Wage Foundation, shares insights from new public polling conducted by Survation. The findings reveal just how far awareness of the real Living Wage has come, and what it means for workers, employers and consumers.
Yes, you heard that right. Three in four people in the UK now say they have heard about the real Living Wage, according to new public polling by Survation that looked into awareness levels of the Living Wage brand.
That’s millions of people in the UK who recognise the real Living Wage; a higher wage rate that we champion which reflects the actual cost of living. This is absolutely testament to the strength and growth of the Living Wage movement over time, and to every employer who’s chosen to do the right thing and become Living Wage accredited.
Nearly 25 years ago, the campaign for a real Living Wage began with citizens marching through East London, calling for decent, liveable wages. That paved the way for the launch of the Living Wage Employer accreditation in 2011. Since then, the number of UK employers voluntarily choosing to pay the real Living Wage has skyrocketed to over 16,000, including household names like LUSH, IKEA and Everton, as well as thousands of smaller independent businesses.
As a result, our movement has transformed employment and transformed lives. Today, 1 in 7 employees works for a Living Wage Employer, and the Living Wage Employer mark has become a recognised symbol of a responsible employer.
This summer, we worked with polling company Survation (1) (themselves an accredited Living Wage Employer) to ask over 2,100 UK adults whether they were aware of the Living Wage campaign and brand. Here’s what we found…
Almost half of the public are aware of the ‘Living Wage Employer’ brand
While 75% have heard of the real Living Wage – which has become a term widely used in its own right in campaigns for decent pay, 41% of the public also shared that they either knew what a ‘Living Wage Employer’ was or had seen the ‘Living Wage Employer’ logo. This level of recognition is only possible because accredited employers choose not only to pay the real Living Wage, but also to promote it wherever they can.
Awareness is strongest in the North East, London, Wales and Scotland
Some regions are leading the way when it comes to awareness of Living Wage Employers, with awareness at 54% in the North East, 51% in London and Wales, and 50% in Scotland. Awareness is also slightly higher among those aged 25-34, at 54%, which is twice the rate of those aged 65+.
When looking at ethnicity, Black/African/Caribbean/Black British respondents showed the highest awareness of the Living Wage Employer Brand, at 56%. This is an interesting figure, especially when placed in the context of broader conversations about the relationship between racial justice and low pay. Despite the huge achievements of the Living Wage campaign, discrimination and structural racism continue to pose significant barriers to economic parity for the Black community in the UK, and Black workers face an increased risk of being paid less than the Living Wage. You can read more about this in our blog, Why Low Pay is a Racial Justice Issue.
People are spotting the Living Wage Employer logo on company websites and job ads.
When asked where they had seen the Living Wage Employer logo, the top answer was on an accredited company’s website, with 36% of respondents having seen it there. This was closely followed by social media (35%) and job adverts (31%), suggesting that accredited employers hugely benefit when they display their commitment online.
One in five people (20%) said they had seen the logo in a window or shopfront, and 11% had spotted it on products or packaging. We’re keen to grow the visibility of Living Wage Employer logos in shopfronts, windows and packaging within our accredited network. If you’ve got an idea for how to showcase your Living Wage commitment in physical spaces, we’d love to hear from you so please get in touch.
There's strong consumer support for businesses that pay a Real Living Wage.
48% of respondents said they would be more likely to shop with organisations that pay the real Living Wage. This includes 19% who are “much more likely” and 29% who are “a bit more likely” to choose these businesses. The majority of consumers (84%) either actively favour Living Wage Employers or are neutral towards them, with only 8% being less likely to choose these businesses.
This means paying a real Living Wage is an investment in your business: it builds trust, strengthens your reputation, and can bring more customers your way
Employees want to work for Living Wage Employers
Beyond public awareness, we also know that the real Living Wage has an impact on employees’ attitudes and behaviour. In our recent report, we found that being offered the Living Wage was a clear draw for low-paid workers who were considering other options. If their current employer decided to pay the Living Wage, 65% said they would be more likely to stay. If a similar job came up at another employer which paid the Living Wage, three quarters (75%) said this pay offer would make them more likely to take the job.
Employers know it’s good for business
With 94% of accredited employers saying their business has benefited from accreditation, there is widespread recognition that happier and well-supported employees are more productive and motivated. 87% say it’s improved their reputation, and 66% said paying a real Living Wage helps employers to differentiate themselves in competitive markets, retain existing staff and attract new staff. Over half of employers said paying a real Living Wage has improved the quality of job applications.
It's clear that being an accredited Living Wage Employer has a multitude of benefits, but making sure you promote that commitment is an important part of that equation. If you’re one of our 16,000 accredited Living Wage Employers looking for new ways to visibly display your Living Wage Employer mark with pride, take a look at our brand visibility toolkit which is full of ideas on how to promote your commitment to your employees, future recruits, customers and your community.
Not yet a Living Wage Employer? Start the simple process to get accredited today.
1. Survation, fieldwork 14-16th July 2025, Online interviews of UK residents aged 18+, Sample Size: 2,131