This concluding chapter sets out the key findings of the study highlighting the disconnect between some audience groups and news media’s framing of the cost of living crisis (COLC). It argues there is a tension between the media construction of the COLC as a short-term shock caused by external factors and the public’s perception of the crisis as one of longer term decline and hardship which is caused primarily by the failures of successive governments. Where mainstream reporting does not adequately capture their experiences, people invest trust in online news alternatives where more personalised and relatable narratives circulate. Importantly however this is not a wholesale transfer of power away from professional journalism to online content creators. Audiences for mainstream news and for online news alternatives are highly differentiated by age, education and income among other factors, and our findings suggest that those struggling the most are more likely to invest trust in alternatives. The chapter concludes by offering recommendations to key stakeholders in politics and media. For journalists, it emphasises centring the priorities of citizens, adopting more accessible language and increasing diversity of representation as well as being more responsive to changing informational needs. To the political class, it highlights the risk of continuing with status quo politics when people urgently need politicians to do something to reverse what they perceive as the progressive decline of the UK.