“As the weeks progress maybe some of housing associations/councils too? They the community could join in the activities could circulate newsletters to tenants/owners alongside the volunteers and end up inviting people to take part in an open day becoming volunteers themselves, gaining in their close area.” even more conidence as they develop new (Mobility, Female, Wales, 24-35) skills of communication.” One third (34%) of respondents to the general (Mobility, Female, Wales, 24-35)public survey indicated that GPs and the NHS Community members were viewed as possessing had a lot of a role to play, suggesting that the the ability to educate themselves at a grass-roots public does make a link between the level. They therefore had a better understanding seriousness of loneliness and the impact it can of the root causes of loneliness within their have on health. community and were able to feed this knowledge into collaborative working. Community groups were also viewed an important player in providing Role of businesses much sought-after informal support where like-Neither participants nor experts saw businesses minded individuals could meet together and as traditionally providing community services and pursue common interests. support to tackle loneliness. Experts recommended that the capacity for “I can't speak for businesses /workplaces, community members to empathise with others how would they know they are lonely/isolated in a similar community setting was a potential unless it was brought to their attention?” route to helping to address the need for informal (Empty Nester, Female, London, 55-74) support which participants had highlighted was absent from the current support landscape. The general public survey indicates that the Another suggestion for ways in which community general public agrees: 10% state they see members could tackle loneliness at a community business in local communities as least likely to level, was their ability to initiate and mobilise the play a role in loneliness prevention. However, community around shared interests and common participants and experts did think that business grounds (i.e. shared meals, neighbourhood could have a role. For example, local businesses gardening programmes, etc.).are well-placed to host and deliver activities in “I think doing an activity that people will enjoy the community, creating opportunities for members in their community to connect with with people like them will help them to open others. Funding cuts to local services led experts up with each other and help people to bond to see businesses as having a role to play in and make new connections.” funding initiatives in partnership with local (Young new mum, Female, Belfast, 18-24)service providers. As participants stressed that accessing services Role of ‘trusted advisors’ and support located near home or where they run errands would increase the likelihood of them Participants and experts noted the importance taking up support, local businesses were seen of ‘trusted advisors’, such GPs, local authorities as important community hubs and as having and housing associations, in identifying those locations in communities with high traffic from experiencing loneliness and connecting them individuals and thus could advertise and to support. These advisors have existing signpost their customers to available local relationships with individuals and as part of services and support. their advisory function, could signpost to social support and activities. The potential impact business owners and “As well as employers and businesses workers have on those experiencing loneliness also cannot be dismissed; chronically lonely supporting in the workplace, why not the What kind of support do people want and how do they want support delivered? 45