The report identified the huge number of households in London struggling to balance rising living costs with falling incomes in the aftermath of the 2008 economic crisis.
Endies can be seen as a sub-group[1] of the Squeezed Middle – they work hard and earn too much to claim benefits.
Life is an endless treadmill of work, commuting and recovering at home, often with the Internet for company and little other respite... A quiet sense of crisis is the Endies’ persistent companion yet they are largely hidden from view, uncomplaining and overlooked by both public services and the market.
"[2] Endies believe in a social contract according to which, if you work hard and contribute, you should be able to live a decent life and your children a better one still.
Yet they find that London is no longer honouring its side of the contract: they work hard in vital jobs but struggle to survive.