Nearly half of Bath residents say they feel lonely at Christmas, according to new research commissioned by SouthGate Bath in partnership with the Mental Health Foundation.
Photo © SouthGate Bath
The survey found that 48% of people in Bath experience feelings of loneliness over the festive season, with almost a third (31%) expecting to feel lonelier this year than they did last Christmas.
More than a third (35%) of those questioned said they wouldn’t know where to turn for help if they were struggling with loneliness or isolation, and the same proportion said they would not feel comfortable opening up to someone they trust about how they feel.
The findings also highlight how loneliness is affecting younger people, with 34% of 18–24-year-olds across the UK anticipating greater feelings of loneliness this year.
In response, SouthGate Bath has joined forces with Age UK Bath & North East Somerset and youth charity Off The Record to promote local support available to people of all ages.
Age UK B&NES works with older residents to help them stay connected and independent, while Off The Record provides free, confidential emotional health and wellbeing support for young people, including counselling and services for care leavers.
SouthGate Bath will donate advertising space across its digital screens, Giving Box, social media and website to signpost both charities and encourage donations.
The shopping centre has also launched a Letters of Hope initiative, inviting shoppers to write uplifting Christmas cards that will be distributed by the charities to vulnerable members of the community. A donation point sits alongside the Letters of Hope postbox.
Guy Henderson, centre director for SouthGate Bath, said: “Christmas is a special time we associate with togetherness but the reality for some is a much lonelier picture.
“Through our research with the Mental Health Foundation, we know that loneliness is affecting all generations, so this year, we wanted to do more to provide support and connection for all ages.
“As well as raising awareness of the support Age UK B&NES and Off The Record can provide to people experiencing loneliness and social isolation, we’re excited to see our visitors get involved with our Christmas cards initiative and we of course hope to raise lots of much-needed donations to help these amazing organisations continue their important work.”
Alexa Knight, Director of Policy and Influence for the Mental Health Foundation, said: “We can all feel lonely at times, but when loneliness lasts for a long period, it can have a profound impact on our mental health.
“At Christmas, this can feel even harder because the portrayal of the season as full of joy and togetherness can deepen feelings of isolation if we are lonely.
“Working with SouthGate Bath allows us to shine a light on an issue that is often hidden, encourage open conversations, and connect people with the support and understanding they need this Christmas and beyond.
“It’s important to note that loneliness isn’t something individuals should have to fix alone; we all have a role to play.
“Taking time to check in with people around us, offering a listening ear, or creating spaces where others feel welcome can make a real difference.”
The research also found that nearly a third (27%) of people feel social media makes them more lonely at Christmas, while financial pressures (41%), being far from family and friends (31%) and the recent loss of a loved one (26%) were key drivers of disconnection.
Nick Howdle, CEO of Age UK Bath & North East Somerset, said: “At this time of year, we’re reminded of the importance of connection.
“Our volunteers tell us that befriending brings real joy, purpose and laughter into their lives, and the older people they meet bring their own experiences, humour and stories in return.
“For those who may be feeling a bit disconnected or lonely over Christmas, this partnership with SouthGate Bath helps us shine a light on the power of community and encourages more people to get involved.”
James Brown, Development Manager at Off The Record, said: “We work with vulnerable young people including those living in care and poverty. Christmas can heighten feelings of anxiety, isolation and loneliness.
“OTR welcomes this important initiative from SouthGate Bath and the Mental Health Foundation, shining a spotlight on loneliness and supporting the work of two local charities.”
Throughout the festive period, SouthGate Bath has been hosting a programme of family-friendly entertainment, including visits from cheeky elves, magicians, a mischievous green and grumpy character and daily snow flurries.
