“Shut The F* Up!”: Middle-class Americans are fed up with celebrity endorsements as 65% struggle with rising costs

In recent months, TikTok has become a digital platform for Americans to openly express their financial frustrations, a stark contrast to the well-meaning but seemingly distant advice of millionaire celebrities on political issues. A video from TikTok user Mama_P08 has resonated with middle-class Americans as it candidly addresses the challenges her family faces amid skyrocketing costs. “For financial reasons, we can't afford another four years like this,” she says, detailing her family's efforts to stay afloat despite increasing financial strain.

At one point her frustration is unmistakable as she bluntly says, “Shut up about who we should vote for,” expressing the growing disillusionment of countless Americans who feel unseen by wealthy public figures. The reaction to her video reflects the sentiments of thousands and highlights the disconnect between the lived experiences of the average citizen and the support of high-profile figures.

Rising inflation puts families under pressure

For families like Mama_P08's, it is becoming increasingly difficult to deal with financial pressure. In her video, she describes how her husband, an owner-operator, takes any job available, sometimes staying out overnight, but they still struggle to afford basic necessities like food and healthcare. A moment in the video captures their desperation as she explains how they have resorted to maxing out their credit cards just to cover vital expenses – a previously unthinkable situation for them. Her story encapsulates a broader crisis facing millions of Americans whose finances are strained by the ongoing effects of inflation.

As described in detail Economic well-being of US Federal Reserve households in 2023 report, 65% of Americans report that their financial situation has worsened in the past year due to inflation, with nearly 17% unable to pay all of their monthly bills. The report highlights the harsh reality: While 72% of adults felt they were “doing well” financially, this is a notable decline from previous years and reflects the widespread economic distress experienced by millions. Many families, particularly those on limited budgets, have been forced to make difficult choices between basic needs as prices for food, housing and healthcare continue to soar.

The “ALICE” households: employed, but barely economically viable

Even though the U.S. economy appears resilient nationally, millions of households still struggle to meet their basic needs. A report from CNBC explains that 29% of American households – approximately 40 million families – fall into the ALICE (Asset Limited, Income Constrained, Employed) category. Although these families are working and living above the poverty line, they are financially vulnerable, making them one emergency away from financial disaster. Stephanie Hoopes, United National Director for ALICE, describes these households as “an emergency out of poverty” and underscores the precarity many families face every day.

Low-income households, as Bankrate's Greg McBride notes, are particularly vulnerable to rising costs because they spend more of their income on essentials like groceries, rent and gas – all categories in which prices have risen well above the national average . The Federal Reserve Data shows credit card debt hit record highs last year and delinquency rates rose to their highest level in over a decade. This highlights how many families are forced to rely on debt to cover their daily expenses.

Voices from the comments: Common struggles and support

The video's comments section is full of empathy, support and shared frustration. user Beccabee captured the feelings of many, writing, “I'm making the most money I've ever made, and yet I'm as broke as I've ever been.” Another commenter, Rachel PirkeyShe simply added, “Preach! 👏🏻👏🏻👏🏻” and thereby showed her agreement with the message.

Others spoke of similar financial constraints. TheCrazyPomRescuer expressed: “In 2020, my grocery bill was $150 per week. Now it's $450 a week. The reality of rising costs of living, from groceries to medical bills, is a recurring theme.

user Mom and Mimia real estate agent, offered a broader perspective on housing challenges, saying: “I am a real estate agent and I am telling you that this is the first time that young couples are unable to buy a house and are even having problems with rent. We can't keep doing that kind of thing.” Mama_P08 responded and shared her own experience: “We bought our house in 2019 and never planned to stay here for so long. We could sell and make a good profit, but where to Should we leave? We could never afford to buy what we have now in this market.”

Political advice from celebrities seems out of place

Further fueling the frustration of many Americans is the perception that wealthy public figures are disconnected from their everyday challenges. In her video, Mama_P08 calls out celebrities like Whoopi Goldberg and questions the authority of millionaires to dictate political decisions to those struggling financially. “How dare you tell me who the morally superior candidate is?” she asks, reflecting a general disillusionment among Americans who feel that celebrities lack the understanding to speak about issues that are commonplace affect citizens. For many, it is particularly frustrating to see wealthy figures discussing politics and morality while they themselves seem far removed from the economic problems of the average household.

Demand economic solutions instead of political rhetoric

Beyond individual frustration, there is a clear call for concrete changes that address the economic hardship facing so many Americans. High inflation rates, which peaked at 9.1% in 2022, have severely impacted purchasing power across the country. Accordingly CNNNearly two-thirds of Americans feel worse off financially because of inflation, and nearly one-fifth are experiencing serious difficulties. Faced with this reality, many families are forced to go without essentials, skip meals, or delay medical care to make ends meet.

Public opinion increasingly reflects the need for leadership that addresses key issues such as inflation control, accessible employment and affordable health care. When TikTok users share their stories of financial hardship, they are sending a clear message to those in power: Americans want practical solutions and an end to the economic challenges that have made everyday life a struggle. Videos like Mama_P08's become rallying points, sparking dialogue about the financial woes of American households and the need for empathetic, politically motivated responses.