There’s no shame in being in debt; it happens. Let’s talk about it.
By Richard Lane, Chief Client Officer
Today marks the start of Debt Awareness Week, StepChange’s annual campaign to raise awareness of problem debt and the support available. Every year, we shine a light on the reality of financial difficulty and encourage people to seek the help they need. This year, we’re focusing on stigma — and how it stops so many people from reaching out for support.
Stigma is real, and I know that firsthand. At StepChange, we hear every day from clients about the fear, shame, and isolation that comes with debt. But this isn’t just something I’ve seen in others — I’ve felt it myself. I’ve been in problem debt. I know what it’s like to lie awake at night, worrying about how I’ll cover my next bill. The anxiety of approaching a cash machine, unsure if my card will be declined. The weight of knowing I need help but feeling unable to ask for it because of the fear of being judged.
So it’s really no great surprise that around one in four people surveyed by Censuswide on behalf of StepChange said they would be unlikely to talk to a friend, partner, or family member about their debt problems. Yet, while that statistic might not surprise us, in any rational world, it should shock us. After all, why is money — something we all deal with — one of the last great taboos in our society?
And, of course, financial struggles don’t just affect bank balances — they affect mental health, relationships, and overall well-being. The stress of being in debt can be all-consuming. And while financial resilience matters, the reality is that even those who manage their money carefully can find themselves in difficulty if life takes an unexpected turn. Job loss, bereavement, illness, or a sudden financial shock can happen to anyone.
Yet, despite this, our research found that over one in ten people still believe that avoiding debt problems is “always” within someone’s personal control. That’s simply not true. Debt isn’t always the result of bad decisions — it can be the result of circumstances beyond our control. The good news, though, is that nearly nine in ten people do recognise that debt isn’t always something you can control alone. That’s important to celebrate — because the more we talk about debt as a real-life challenge rather than a personal failing, the closer we get to breaking the stigma.
The chances are, if you open up and share with someone that you are experiencing financial difficulty, they may be more understanding than you think. They may even have been there themselves. This is something our clients tell us all the time — they’ve spent weeks, even months, building up the courage to tell someone about their debt, only to find that the response they get is warm, supportive, and even empathetic.
And really, that shouldn’t be surprising. When someone we care about is struggling, we want to help them — whether it’s with their health, their work, or their finances. Debt should be no different.
At StepChange, we don’t judge. Ever. It doesn’t matter how someone got into debt — what matters is that they find a way forward. Our focus is on solutions, on helping people regain control, and on ensuring they don’t have to face financial difficulty alone.
That philosophy is at the heart of our new organisational strategy, which we’ll be launching later this week. We’re committed to doing even more to help people not only recover from problem debt but also build long-term financial resilience.
This Debt Awareness Week, let’s make a shift — not just in policy or support, but in how we talk about debt in our society. Let’s open up conversations with friends and family. Let’s challenge stigma wherever we see it. And let’s ensure that asking for help with debt is as normal as asking for help with anything else.
Because no one should have to struggle alone.
The research was conducted by Censuswide, among a sample of 2,000 Nationally Representative UK Consumers, aged 18+. The data was collected between 07.03.2025–10.03.2025.
