Social prescribing: low awareness but high public appetite

• 76% of respondents don’t understand the term social prescribing. 
• 58% of these had never heard of social prescribing. 
• Once explained, 48% say they’d be happy to try social prescribing alongside other mental health support, increasing to 59% in those aged 25-34 years.
• 66% agree it could enhance the health of the nation, increasing to 77% of those aged 25-34 years.

New research from Aviva^[1] highlights a significant opportunity for social prescribing to play a greater role in helping to improve the nation’s health. Although awareness of the term remains low, UK adults show a willingness to engage once they understand what social prescribing involves.

Social prescribing is an NHS-backed approach that supports people’s health and wellbeing by connecting them with community groups, nature-based activities, cultural experiences and practical services.

People can access social prescribing through health and care professionals, such as their GP. They are then supported by a Social Prescribing Link Worker who connects them to suitable community services including exercise groups, social clubs, volunteering and debt advice. By focusing on those who are most at risk of poor health and inequalities, Link Workers play an important role in making social prescribing accessible and impactful.

This holistic model recognises that many of the factors affecting health are social, economic or environmental and aims to support people with issues such as loneliness, long term conditions or low-level mental health needs.

Introduced in 2019 as part of the Department of Health’s long term strategy for the NHS, it’s estimated that 1.3 million people were referred to social prescribing services by their GP in 2023 alone, exceeding the original five-year target of 900,000 referrals.^[2]

Despite this progress, Aviva’s new research found that over half of UK adults (58%) have never heard the term social prescribing, and more than three quarters (76%) do not fully understand what it means.

Visibility remains a key barrier to awareness –over one in five (21%) do not know where to find information, and a third of people (33%) feel they do not know enough about social prescribing to take part.

Encouragingly, the research highlights a willingness to engage in social prescribing. Around three quarters (72%) agree that spending time in nature supports good health, and three in five (60%) say that feeling part of a community can improve mental wellbeing.

People also recognise the wide‑ranging benefits of social prescribing, seeing its potential to help reduce loneliness or isolation (36%), improve mental health and anxiety (36%), build confidence or motivation (25%), and increase physical activity (25%).

When asked how they would respond if a GP suggested social prescribing, around half of respondents (48%) said they would be happy to try it alongside other mental health interventions - with enthusiasm highest among people aged 25–34 (59%) and 35–49 (56%).

More broadly, two thirds of respondents (66%) believe that it could enhance the overall health of the nation. This rises to more than three quarters (77%) among those aged 25–34, highlighting the potential for social prescribing to reduce future demand on NHS services while supporting preventative, community‑centered approaches to wellbeing.

Social prescribing and financial wellbeing 

Given the close connection between physical, mental and financial wellbeing, Aviva’s research also explored how social prescribing can help people manage money worries. 

Two thirds of respondents (66%) believe healthcare services should address financial concerns as part of supporting overall health. They also recognise the value of early intervention, with over two thirds (67%) saying that getting help to manage financial pressures before they escalate would have a positive impact on long‑term wellbeing. 

More than half (59%) feel that support from a Social Prescribing Link Worker would be helpful if money worries were affecting their health.

Dr Subashini M, Medical Director and Sustainability Lead at Aviva UK Health, said:

“Aviva’s findings highlight a real opportunity. People may not be familiar with the term social prescribing, but they clearly value the type of support it provides. 

“With greater awareness, simpler access and clearer guidance, social prescribing could help transform health outcomes - not only for individuals, but for workplaces, communities and the wider health system. 

“It’s a practical, person‑centered approach that could help people build the confidence, connection and resilience needed for better long‑term wellbeing.”

Aviva Foundation announces new partnership to support Link Workers

The Aviva Foundation has announced a new three‑year funding relationship with the National Academy for Social Prescribing (NASP), the UK’s leading charity dedicated to improving access to social prescribing, particularly for people facing health inequalities.

The investment will help NASP equip more than 1,000 Social Prescribing Link Workers with enhanced skills and confidence to address money worries as part of their everyday support. This will benefit people whose health is directly affected by financial stress, debt, or the cost of managing long‑term conditions.

By strengthening the connection between financial resilience and health, the programme aims to support care across England and ensure people receive appropriate support.

Charlotte Osborn-Forde, Chief Executive of the National Academy for Social Prescribing said:

“We are delighted to be working with the Aviva Foundation. Recognition of the phrase ‘social prescribing’ is growing and most people understand the need for healthcare services to address the root causes of health problems, as well as the symptoms. 

"Financial pressures can have a significant impact on people's health and wellbeing, whether that's through stress or not being able to meet basic needs. This partnership will ensure that Link Workers can effectively support many more people who are struggling to make ends meet."

The Aviva Foundation aims to support people across the UK by funding practical solutions to today’s challenges and investing in long-term change. The Foundation’s Financial Futures Fund partners with organisations that are striving to help people feel more secure, confident, and in control of their finances, now and in the future. The Aviva Foundation is a Donor Advised Fund, administered by Charities Trust under charity registration number 327489. 
 
Ends

References:

_{1 The research was conducted by Censuswide, among a sample of 2,000 nat rep consumers (18+). The data was collected between 20.03.2026 - 23.03.2026. Censuswide is a member of the Market Research Society (MRS) and the British Polling Council (BPC), and a signatory of the Global Data Quality Pledge. We adhere to the MRS Code of Conduct and ESOMAR principles.}

_{2 NHS social prescribing referrals exceed 1.3 million in 2023, UCL study finds}