Firstly this 30% ideal has never been realistic - I spent closer to 50% of my takehome (and at times more) on housing for the first 20 years of my working life.  You spend what you must to get the space you want - it's a choice.  Everyone should be able to afford the minimum, which is a room with a bathroom and a microwave for cooking - beyond that it may take some sacrifices.  No one is entitled to a one bed room apartment at 30% of their income anywhere just because they work for a living.