As The Guardian’s Consumer Affairs Correspondent, Zoe Wood has redefined how British media covers household economics. Her reporting spans three core areas:
“The best consumer journalism doesn’t just report problems – it maps solutions.” – Zoe Wood
Zoe Wood has carved a distinctive niche as The Guardian’s Consumer Affairs Correspondent, blending investigative rigor with empathetic storytelling. Over her decade-long tenure, she’s evolved from reporting on everyday consumer grievances to dissecting systemic issues impacting British households. Her work consistently bridges individual experiences to broader economic and technological shifts.
“Being able to have a wheelchair-accessible car is vital to retain independence.” – Zoe Wood, The Guardian
This deeply personal investigation exposed the bureaucratic hurdles faced by disabled individuals seeking mobility grants. Wood combined firsthand accounts with data from charities like Motability, revealing how 40% of applicants face rejections despite meeting criteria. The piece sparked parliamentary questions and a review of assessment protocols, demonstrating her ability to turn individual stories into policy discussions.
Wood’s forensic analysis of seasonal shopping scams uncovered how fake discount schemes cost UK consumers £1.2 billion annually. By collaborating with cybersecurity experts and analyzing Financial Conduct Authority data, she revealed sophisticated phishing operations targeting vulnerable demographics. The article became a benchmark for consumer protection reporting, cited by Trading Standards in their holiday fraud campaigns.
This market analysis piece decoded supermarket pricing strategies during cost-of-living crises. Through price tracking across 15 retailers and interviews with industry insiders, Wood demonstrated how “shrinkflation” and premium branding tactics affect household budgets. The article’s viral spread led to Ofcom discussions about transparent pricing regulations.
Wood prioritizes technologies directly affecting daily life, like her coverage of blockchain applications for fair-trade supply chains. Successful pitches should demonstrate clear consumer benefits, avoiding abstract tech jargon. Example: Her analysis of AI-powered price comparison tools showed 23% savings for energy consumers.
While she covers multinational corporations, angles must connect to UK communities. Her exposé on Amazon warehouse conditions in Midlands towns exemplifies this approach. Pitches about international retail expansions should include data on local employment or pricing effects.
Wood consistently amplifies voices from marginalized groups. Her reporting on “buy now, pay later” schemes targeting single parents led to FCA regulations. Effective pitches might explore rural banking deserts or age-related digital payment barriers.
Her investigation into fast fashion returns generating 750,000 tons of annual waste shows how to link individual behavior to environmental systems. Pitches should quantify household contributions to broader sustainability goals.
Wood’s work focuses on systemic issues rather than influencer trends. While she covered the TikTok-led Stanley Cup craze, her angle emphasized scalping bots and retailer inventory failures rather than viral fame.
At PressContact, we aim to help you discover the most relevant journalists for your PR efforts. If you're looking to pitch to more journalists who write on Lifestyle, here are some other real estate journalist profiles you may find relevant:
