 In 2012-2013 Beales was cited in numerous sources as the architect of Labour's focus on living standards and what the party dubbed a "cost of living crisis".In 2013 he was nicknamed Mr Freeze by the Financial Times after being seen to be responsible for the Labour party's proposals to cap energy bills.One Labour MP quoted in the spectator described Beales' Role; ‘Greg manages the feedback from the focus groups and the polling.