Polling reveals how political and media messaging fuels stigma around benefits

A new YouGov poll, commissioned by Turn2us, reveals that negative language from politicians and the media is significantly damaging trust in our social security system.

Only 6% of people feel political discussions build trust, while 65% believe media coverage actively reduces it. Nearly half of people claiming benefits (49%) say they want politicians and journalists to speak about claimants more positively. 

This negative portrayal creates stigma, stopping people from accessing vital support until they’re in crisis. Instead of providing help during tough times, applying for benefits can often lead to feelings of isolation, worsening mental health, and greater financial hardship. 

To help change that, Turn2us has launched two new guides, one for Parliamentarians and one for journalists, to support more respectful, accurate and compassionate conversations about social security. 

Shaped by people who have experience of the system, the guides offer practical ways to reduce stigma, build trust and improve how this vital public service is spoken about in Parliament, in the press, and across public life. 

Tom Lawson, CEO of Turn2us, says: 
“Our social security system should be there for all of us when we need it, just like the NHS. But too often, the way people are spoken about makes them feel judged or ashamed for needing help. These guides will support commentators to change that story, with simple, practical ways to speak with dignity, clarity and care.”  

What the polling tells us

Turn2us commissioned YouGov to ask people how political and media narratives about benefits make them feel. 

Key findings include: 

• 9 in 10 people (88%) believe it is important for the UK to have a social security system. 
• Only 6% of the population think the way politicians talk about welfare benefit claimants increases trust in the social security system. 
• 65% believe media language can decreases trust in social security   
• Half of people claiming benefits (49%) think the media and politicians should speak about people claiming more positively 
• 52% of the population think the way politicians talk about welfare benefit claimants decreases trust in the social security system 

What the guides offer

• The media and parliamentarian guides include: 
• Language swaps to reduce stigma 
• Advice on storytelling and framing 
• Tips for putting data into context 
• Real quotes and insight from people with lived experience 

They were created in collaboration with people who have direct experience of the benefits system and are designed to support anyone communicating about social security, from backbench MPs to headline writers. 

Lucy Bannister, Head of Policy at Turn2us, says: 

“Most of us will use the social security system at some point in our lives. When we most need support, we would rightly expect to be treated with dignity and respect. The words we use matter, they shape attitudes, decisions and policies. Whatever your view on how the system needs to change, these guides will help us avoid language that causes harm.” 

Why this matters: 

Turn2us believes we all benefit when public conversation about social security is fair, honest and hopeful. With the right language and framing, we can help shift attitudes, rebuild trust, and ensure people feel able to seek support when they need it most. 

Notes to editor

Download the guides: Supporting better conversations about social security

For interviews, comment or further information, please contact: 07807 967 475