We analyze the impact of a measurement, or of an improved bound, on theta_{13} for the determination of the effective neutrino mass in neutrino-less double beta decay and cosmology. In particular, we discuss how an improved limit on (or a specific value of) theta_{13} can influence the determination of the neutrino mass spectrum via neutrino-less double beta decay. We also discuss the interplay with improved cosmological neutrino mass searches.