The conversation Brits still struggle to have

Brits have traditionally been known for having a stiff upper lip and keeping their problems to themselves.

And while we've become much more open over the last few decades, there is still one area where we struggle to speak freely - money.

New research from British Gas revealed that 68% find asking for financial help embarrassing, 60% find it difficult to admit they were struggling and 58% worry about being judged.

The reluctance may be misplaced as 74% believe there should be no shame in asking for support and just 2% say they would be offended if someone shared information that could help them. Around 63% said they would feel grateful, relieved or comfortable.

Tellingly, 28% said they wished they had learned sooner not to be afraid to ask for help when they needed it.

The findings come as British Gas launches Pass It On, an initiative fronted by Judi Love, encouraging people to share useful advice and information with those they care about.

As part of the campaign, the comedian and former social worker has shared five things she's learned in Judi Love's Guide to Life, including how she dealt with her own experiences of financial hardship.

These include asking for help when you need it, looking after yourself and passing on what you've learned to others.

Judi said, "We're brilliant at passing things on to the people we love - whether it's life advice, a recommendation or something we've learned the hard way.

"But asking for help ourselves can sometimes be much harder. Pass It On is about looking out for each other. If you've found something that could genuinely help someone you care about, pass it on."

The campaign also highlights the work of the British Gas Energy Trust, which provides financial and practical support to people experiencing energy-related financial difficulties.

Gary Booker, Managing Director at British Gas, said, "When people are worried about their finances, knowing where to turn for help can make a real difference. At British Gas, we're going further to help those who are struggling with energy costs through our £140 million support package. This means making sure our customers can access the help they need and, through our funding of the British Gas Energy Trust, that anyone struggling with energy debt can receive support, regardless of who supplies their energy."

The Trust supported more than 101,100 people in 2025-26 by managing £34.2 million of debt and providing £15.5 million in fuel vouchers, grants, financial advice and essential white goods.

The Energy Support Grant opens on October 1 with a simplified application process aimed at making it easier for eligible households struggling with energy debt to access support.

Find out more by visiting https://britishgasenergytrust.org.uk/