Whiteley joins forces with Age Concern Hampshire to support people who feel lonely at Christmas
New research has revealed that more than half of people living in Fareham (62 per cent) have reported experiencing feelings of loneliness at Christmas, with almost a third (39 per cent) saying they expect to feel lonelier this year than they did last Christmas.
The research, conducted by Whiteley in partnership with the Mental Health Foundation, also found that a third (36 per cent) of people living in Fareham said they wouldn’t know where to turn for help when struggling with loneliness or isolation, and 34 per cent reported not feeling comfortable confiding in someone they trust about how they feel – a tendency that increases with age.
In response, Whiteley has teamed up with local charity Age Concern Hampshire to help raise awareness of the support they can provide to people of all ages experiencing feelings of loneliness and isolation at Christmas.
Age Concern Hampshire is dedicated to supporting older people across Hampshire, helping them live independently and enjoy a better quality of life – from providing lunch clubs and social groups to home support and specialist centre-based support for people with Dementia.
Whiteley will be donating advertising space to the charity, helping to signpost the vital support it provides for those who need it most over the festive period, while also encouraging donations. Adverts promoting Age Concern Hampshire will feature across mirror vinyls within the centre’s bathrooms, as well as on social media and its website throughout the festive period.
This month the centre has also brought back its popular Merry Mailbox initiative for the second year, where shoppers are encouraged to share messages of joy and support in Christmas cards which will be distributed by Age Concern Hampshire to vulnerable members of the community, spreading joy and connection over the festive period.
Mia Gordon, Centre Director for Whiteley said: “Christmas is a special time that brings people throughout our community together, but sadly we know it can be a lonelier time for some.
“We’re proud to be building on our partnership with Age Concern Hampshire this year, as well as the Mental Health Foundation, to raise awareness of the local support available for elderly people throughout Hampshire and create opportunities for meaningful moments of connection. We look forward to seeing the messages of festive joy shared by our visitors through our Merry Mailbox, whilst raising valuable donations to these fantastic charities.”
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 Whiteley 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 revealed that social media was a key influence when it comes to loneliness, with 43 per cent of people in Fareham saying that online platforms make them feel more alone at Christmas, whilst financial pressures (41 per cent), distance from family and friends (31 per cent) and the recent loss of a loved one (26 per cent) were the key reasons behind feelings of disconnection.
Brogan Rehill, Head of Fundraising and Volunteer Services at Age Concern Hampshire said: “We’re incredibly proud to have supported older people across Hampshire for 40 years, and partnerships like this help us continue our vital work at a time when funding is more challenging than ever, but the need in our communities is rising.
“We hope this Christmas campaign inspires other local businesses to support us as we look ahead to the next 40 years of helping older people live well.”
Throughout the festive period, the centre will also be hosting a series of fun festive activities for all ages – from Christmas elves to wickedly wonderful witches, a brand-new Christmas market and of course, a visit from Santa himself.