participants explained that friendly exchanges “The manager goes to me, you've done with cashiers and shop owners where often their really well and gave me a pat on the back only connection in a given week, and this contact and I actually felt connected then. It made brought them great comfort. me feel good; it didn't make me feel lonely “[Businesses delivering local activities] at that point.” (Mobility, Female, London, 35-44) would be good as it is local people helping others instead of just one big corporation. Also means the activities would be on What is the public appetite for your doorstep.” change to loneliness support? (Young new mum, Female, London, 18-24) There appears to be a great deal of willingness to help among the general public, which can Role of employers potentially be harnessed for those seeking to Like businesses, employers were not viewed combat loneliness. 81% agreed that: “There are by participants as long-established players lots of actions that everyone can take in their daily in providing support (only 12% of survey lives to help those feeling lonely” and 69% agreed respondents believed they played a large role) that: “Everybody has a duty to help people in their on the issue of loneliness. Yet many highlighted local communities who might be experiencing the need for employer-led services and support loneliness” (see Figure 14, overleaf). and the ability of employers to provide accessible Specifically, women were more likely to hold such pathways into loneliness support.views and young people – 16-24s in particular Employers were viewed as having the capacity to – were significantly more likely to agree strongly mobilise and connect social networks specifically that there are actions that everyone can take. For when groups have moved into retirement stages both statements those who believe loneliness is to facilitate peer-led support and ‘role-modelling’ a serious problem were more likely to agree. This for those experiencing loneliness. Their ability suggests that a campaign which helps increase to provide direct and timely interventions, to perceptions of the seriousness of the issue will offer preventative signposting and to identify generate a greater feeling among the general individuals on the ‘cusp' of a major life event public of the need to play a role in helping to was seen as key for connecting people address it. with necessary support. Delivering targeted To better understand the extent to which programmes for employees such as counselling individuals could get involved, respondents were and mentoring were also suggested pathways presented with a list of actions and asked which for employers to strengthen their employees’ they currently do, and which they would be willing resilience to loneliness. to do (or do more of) in the future. “[I] would have beneitted from an impartial ear such as a counsellor…my employer was not useful; I had hoped they would direct me, you know, signpost me to support. I relied on my GP and family.” (Mobility, Female, London, 35-44) Delivering formal support to employees was not the only opportunity for employers to help in tackling loneliness amongst staff: small gestures of support and encouragement by managers and colleagues were also a powerful driver of connection. What kind of support do people want and how do they want support delivered? 46