THE number of people claiming unemployment benefits in Britain leapt to its highest level since 1996 in April, the first full month of the government's coronavirus lockdown, data published on Tuesday (19) showed.
The claimant count rose by 856,500 -- the biggest ever month-on-month jump -- to 2.097 million, a 69 per cent increase, the Office for National Statistics said.
The UK, in fact, is bracing for worse job scenario.
"I think we should be prepared for the unemployment rate to increase significantly," Secretary of State for Work and Pensions Thérèse Coffey told BBC.
The surge would have been even sharper without a government programme to pay 80 per cent of the wages of workers put on temporary leave by their employers, who do not count towards the unemployment total.
On Monday, Rishi Sunak said over eight million employees were now covered by that scheme, and more than two million claims had been made under a parallel programme for self-employed workers.
The chancellor had recently extended the scheme -- the centrepiece of its attempts to cushion the coronavirus hit to the economy -- by four months, but said employers would have to help meet its huge cost from August.
He said furloughed employees could rest assured that they would continue to get 80 per cent of their wages up to £2,500 a month until the end of October.
Sunak, however, stressed that the scheme was expensive and could not continue indefinitely.
"We have stretched and strained to be as generous as possible to businesses and workers," he told Parliament.
"This scheme is expensive. It is the right thing to do -- the cost of not acting would have been far higher -- but it is not something that can continue indefinitely into the future."
Sunak also warned that it would take time for the economy to get back to normal even after the lockdown is lifted.
"It is not obvious that there will be an immediate bounce-back," he told Parliament, saying the retail sector, for example, would still face restrictions when it reopens.
"In all cases, it will take a little bit of time for things to get back to normal, even once we have reopened currently closed sectors."
The ONS said emergency changes to Britain's welfare system meant the claimant count number included more people who were still actually in work than normal, but the scale of the rise in claims showed the hit to the labour market.
"While only covering the first weeks of restrictions, our figures show Covid-19 is having a major impact on the labour market," ONS Deputy National Statistician Jonathan Athow said.
A medial poll of economists had produced a median forecast for a leap of 676,500 in the claimant count, with forecasts ranging widely from just over 56,000 to as high as 1.5 million.
Tej Parikh, chief economist at the Institute of Directors, said the government's wage subsidy scheme was holding off some job losses for now but it was not clear how firms would react when they are required to help fund it from August.
"Many companies will still be in the middle of a cashflow crisis, and will struggle with any cost increases. Government faces an onerous task in winding down the scheme without causing too much pain," he said.
VACANCIES PLUNGE, PAYROLL TOTAL FALLS
Vacancies fell by the most on record in the February-April period with hospitality job openings dropping the most.
Experimental data, based on tax figures, showed the number of people on companies' payrolls fell by 1.6 per cent in April from March, equivalent to the loss of nearly 450,000 jobs.
George Brown, an economist with Investec, said the claimant count and vacancies figures probably underestimated the scale of the hit to the jobs market because they reflected the picture at the start of April.
Other data served as a reminder of how strong Britain's labour market was going into the COVID-19 crisis.
Britain's unemployment rate fell to 3.9 per cent in the January-March period, which covered only one week of the lockdown which began on March 23, from 4 per cent in the three months to February.
Growth in pay slowed but employment expanded by a much stronger-than-expected 211,000.
But with much of the economy shut down by the government, Britain could be heading for its sharpest economic slump in more than 300 years, the Bank of England has warned.
The country's budget forecasters say unemployment could hit 10 per cent in the April-June period, even with millions of workers shielded by the government's wage subsidy scheme.
Jay's grandma’s popcorn from Gujarat is now selling out everywhere.
Ditched the influencer route and began posting hilarious videos online.
Available in Sweet Chai and Spicy Masala, all vegan and gluten-free
Jayspent 18 months on a list. Thousands of names. Influencers with follower counts that looked like phone numbers. He was going to launch his grandmother's popcorn the right way: send free bags, wait for posts, pray for traction. That's the playbook, right? That's what you do when you're a nobody selling something nobody asked for.
Then one interaction made him snap. The entitlement. The self-importance. The way some food blogger treated his family's recipe like a favour they were doing him. He looked at his spreadsheet. Closed it. Picked up his phone and decided to burn it all down.
Now he makes videos mocking the same people he was going to beg for help. Influencers weeping over the wrong luxury car. Creators demanding payment for chewing food on camera. Someone having a breakdown about ice cubes. And guess what? The internet ate it up. His popcorn keeps selling out. And from Gujarat, his grandmother's 60-year-old recipe is now moving units because her grandson got mad enough to be funny about it.
Jay’s grandma’s popcorn from Gujarat is now selling out everywhere Instagram/daadisnacks
The kitchen story
Daadi means grandmother in Hindi. Jay's daadi came to America from Gujarat decades ago. Every weekend, she made popcorn with the spices she grew up with, including cardamom, cinnamon, and chilli mixes. It was her way of keeping home close while living somewhere that didn't taste like it.
Jay wanted that in stores. Wanted brown faces in the snack aisle. It didn’t happen overnight. It took a couple of years to get from a family recipe to something they could actually sell. Everyone pitched in, including his grandmom, uncle, mum. The spices come from small local farmers. There are just two flavours for now, Sweet Chai and Spicy Masala. It’s all vegan and gluten-free, packed in bright bags that instantly feel South Asian.
The videos don't look like marketing. They look like someone venting at 11 PM after scrolling too long. He nails the nasal influencer voice. The fake sympathy. “I can’t believe this,” he says in that exaggerated influencer tone, “they gave me the cheaper car, only eighty grand instead of one-twenty.” That clip alone blew up, pulling in close to nine million views.
Most people don't know they're watching a snack brand. They think it's social commentary. Jay never calls himself an influencer. He says he’s a creator, period. There’s a difference, and he makes sure people know it. His TikTok has around three hundred thousand followers, Instagram about half that. The comments read like a sigh of relief, people fed up with fake polish, finally hearing someone say what everyone else was thinking.
This fits into something called deinfluencing; people pushing back against the buy-everything-trust-nobody cycle. But Jay's version has teeth. He's naming names, calling out the economics. Big venture money flows to chains with good lighting. Family businesses with actual stories get ignored because their content isn't slick enough.
Jay watched his New York neighbourhood change. Chains moved in. Influencers posted about places that had funding and were aesthetic. The old spots, the family ones, got left behind. His videos are about that gap. The erosion of local culture by money and aesthetics.
"Big chains and VC-funded businesses are promoted at the expense of local ones," he said. His content doesn't just roast influencers. It promotes other small food makers who can't afford to play the game. He positions Daadi as a defender of something real against something plastic.
And it's working. Not just philosophically. Financially. The videos drive traffic. People click through, try the popcorn, come back. The company can't keep stock. That's the proof.
Daadi popcorn features authentic Gujarat flavours like Sweet Chai and Spicy Masala, all vegan and gluten-free Daadi Snacks
The blowback
People unfollow because they think he's too harsh. Jay's take: "I would argue I need to be meaner."
In May, he posted that he's not chasing content creation money like most people at his follower count. "I post to speak my mind and help my family's snack biz." That's a different model. Most brands pay influencers to make everything look perfect. They chase viral polish, and Jay does the opposite. In fact, he weaponises rawness and treats criticism like a product feature.
The internet mostly backs him. Reddit threads light up with support. One commenter was "toxic influencers choking on their matcha lattes searching their Balenciaga bags." Another: "Influencers are boring and unoriginal and can get bent." The anger is shared. Jay simply gave it a microphone and a snack to buy.
Jay's success says something about where things are going. People are done with curated perfection. They can smell the artificiality now. They respond to brands that feel like humans rather than committees. Daadi doesn't sell aspiration. Doesn't sell a lifestyle. Sells popcorn and a point of view.
The quality matters, including the spices, the sourcing, and the family behind it. But the edge matters too. He’s not afraid to say what most brands tiptoe around. “We just show who we are,” Jay says. “No pretending, no gloss. People can feel that and that’s when they reach for the popcorn.”
Most small businesses can't afford to play the traditional game. Can't pay influencers. Can't hire agencies. Can't fake their way into feeds. Maybe they don't need to. Maybe honesty and humour can cut through if they're sharp enough. If the product backs it up. If the story is real and the person telling it isn't trying to sound like a PR script.
This started with a list Jay didn't use. The business took off the moment he stopped trying to play by the usual rules and started speaking his mind. Turns out, honesty sells. And yes, the popcorn really does taste good.
Daadi Snacks merch dropInstagram/daadisnacks
The question is whether this scales. Whether other small businesses watch this and realise they don't need to beg for attention from people who don't care. Right now, Daadi keeps selling out. People keep watching. The grandmother's recipe that was supposed to need influencer approval is doing fine without it. Better than fine. Turns out the most effective marketing strategy might just be giving a damn and not being afraid to show it.
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