More than a third of households across Wales are failing to seek professional assistance when they find themselves unable to afford their escalating energy bills. Despite the availability of various support schemes, a significant number of people continue to battle these mounting expenses in total silence, often due to feelings of shame or a fear of being judged.
Barriers to Seeking Essential Support
Recent research indicates that a striking 38 per cent of residents have refrained from reaching out for help this year, primarily because they feel embarrassed or fear judgement. Additional obstacles include a widespread lack of accessible information and the mistaken belief that they would not qualify for any form of financial aid or debt relief.
The data further reveals that nearly half of the population now finds it profoundly difficult to even discuss their utility debts openly. For families in Wales, gas and electricity costs currently represent the most pressing financial worry, closely followed by concerns over council tax and water bills.
A National Initiative Reaches Local Communities
In a direct response to this growing crisis, the British Gas Energy Trust has partnered with the Post Office to deliver 120 free, confidential advice sessions at locations across the country. These community-focused events are designed to provide a safe, welcoming space where individuals can sit down with advisors to talk frankly about budget planning and explore pathways to debt relief.
Attendees can receive practical help with applying for grants to clear existing debts, as well as learn straightforward, effective methods to keep their homes warmer and more energy-efficient without incurring further cost.
Leadership Voices on the Cost-of-Living Challenge
Tracey Talbot, the Interim CEO at British Gas Energy Trust, emphasised the scale of the issue: "We know that managing household budgets remains a real and persistent challenge for many, with the sustained cost of living putting intense pressure on people across the nation."
She acknowledged that while more individuals are beginning to come forward, the trust fully understands that taking that initial step can feel overwhelmingly daunting. "That’s precisely why we’ve joined forces with the Post Office and trusted local charities to bring this vital support directly into communities across Britain – including here in Wales," she added.
Importantly, the support funds are currently open to all applicants, regardless of whether they are a British Gas customer or use an alternative energy supplier. Talbot concluded with a message of solidarity: "No one should have to feel alone in this struggle. We want people to know that help is not only available but is specifically designed to work for them, wherever they are in life."
Community Trust in Charitable Advice
While many people naturally turn to friends or family as a first port of call, over half of those surveyed believe that seeking advice from a local charity represents the most effective and reliable way forward.
Christina King, Customer Vulnerability Manager at British Gas, noted an encouraging trend: “It’s positive to see more people beginning to speak directly to their energy provider when they’re finding things exceptionally tough.”
The company has committed a substantial £140 million since 2021 to assist vulnerable households in managing their soaring utility costs. King elaborated on the trust's role: “Through the British Gas Energy Trust, we’re providing crucial access to grants, funding, and free advice services, complemented by additional support mechanisms like matched debt repayments.”
Next Steps for Newport Residents
The next local advice event in Wales is scheduled to be held at The Hive on Stow Hill in Newport on January 27 and 28. These sessions are operated in partnership with the charity Riverside Advice to ensure every attendee receives the expert, compassionate guidance they require to navigate their financial challenges.
