British people are said to prioritise their looks over their finances, as shockingly a third of Brits feel that looking 'unkempt' is more shameful than having debt.

   

Nearly two thirds of Brits (59%) agree that poor hygiene is more shameful in comparison with looking unkempt (29%), which is placed above being in debt (22%) and getting into disputes with family and friends (18%). The findings have been revealed in a survey of more than 2,000 people across the UK, commissioned by leading debt advice organisation, MoneyPlus. 

Regionally, 7 in 10 people from Northern Ireland find poor hygiene more shameful than debt, a 10% increase from the second highest region, the East of England (58.8%). Chris Davis, CEO of MoneyPlus Group, said: “It seems that societal pressures to maintain good hygiene and a tidy appearance can feel greater than those around being in debt.

“While there are some likely parallels - because to avoid the shame of looking unkempt it seems feasible that people might spend money they don’t have – it’s concerning that people think looking unkempt is more shameful than being in debt when the average total debt for each UK household is more than £65k*. But looking at this another way, nobody should be feeling ashamed about being in debt in the first place.”         

While one in five Brits (21%) say there is no-one they can turn to when they feel ashamed, a quarter (25%) say they are more likely to turn to a family member, followed by a close friend (15%), a professional expert (7%), a therapist (5%), or a charity (3%). Almost a quarter (23.9%) of Northerners feel that they have no one to turn to for support.

It seems that people from the South feel more comfortable asking for help, with over a third from Greater London finding comfort in sharing the things they feel shameful about. Three quarters of Brits (73%) meanwhile think we can support each other more to talk about what makes us feel ashamed.  

“The majority of people say they’re surprised that others have difficulty opening up about debt and loneliness, and these are the two issues that people wish others would be more direct with them about. With levels of personal debt soaring and loneliness often going hand-in-hand with the issue, it begs the question, why are we not talking more openly about these topics?”    

“To tackle the root causes, we first need to reduce the stigma and shame associated with problem debt,” says Davis. “People need to feel empowered to admit that debt is causing them problems - after all, it is a key part of life for the vast majority of households in the UK. 

“At the same time, once people do feel ready to open-up and talk about their debts, choosing who to turn to is very important. Friends and family naturally take priority but despite meaning well, they won’t always give the right advice and this is well worth bearing in mind.”       

MoneyPlus recommends for people who are struggling with problem debt, to take the following three steps:

  

  • Accept you are struggling with debt; you are not alone in that struggle: the average unsecured debt per UK adult is £4,047 with the UK population owing £1842.6 billion (as of June 2023).  
  • Act now – don’t bury your head in the sand: the longer debt is left untouched the worse the situation can get, and the worse those feelings of shame and helplessness will get.  
  • Ask about the right solution for you – there are multiple solutions available to help clear your debts. Make sure you understand them all, whether you decide to go it alone or seek professional, FCA (Financial Conduct Authority) regulated help. The key is making sure you have reviewed all options available to you, before making a decision.    

* As of the end of June 2023, the UK population owes a grand total of £1842.6 billion in outstanding debts

  • This comes to £65,619 per household 
  • It includes £4,047 unsecured debt per UK adult 
  • And £2,363 credit card debt per household 

The research was conducted by Censuswide with a sample of 2,002 nationally representative respondents. Quotas were applied to nationally representative proportions for age, gender and region aged 16+. The fieldwork survey took place between 08.12.2023 - 11.12.2023. Censuswide abide by and employ members of the Market Research Society which is based on the ESOMAR principles and are members of The British Polling Council.