The image of social care

12/11/24

Last week, our director Helen Wildbore spoke at the National Care Association conference on the “image of social care”. She was asked to talk about why the care sector has struggled with image and what could be done to improve this. Here are some of the thoughts she shared.

Lack of public awareness of the sector

Generally, the public have a low awareness of social care, and most will only encounter it when they or a loved one need support. This is often in a time of crisis. Many are shocked to discover that it is not like the NHS - it is not free at the point of use, and is made up of a maze of organisations. So people's first encounter with social care is not always positive: facing the bureaucracy of the system at a time of high emotion, which can be incredibly complex to navigate.

Many of us also don’t want to dwell on getting old and there can be a discomfort in thinking about potentially needing support. This can lead to an ‘othering’ of people relying on social care, such as older and disabled people, which can keep the sector distant from our minds. Especially compared to the NHS - a beloved institution - which people often associate with having the power to transform or save people’s lives. Social care is often not perceived or valued in the same way.

Care is so personal

Care is intrinsic to people’s dignity and quality of life. For people living in a care setting, these are homes, not simply a service they use. When care goes wrong, it can affect someone’s routine, relationships, wellbeing, sense of control and belonging. Even seemingly small mistakes, such as dressing someone in the wrong clothes, can have a big impact on their identity and sense of worth. Poor care can also have a ripple effect, not only impacting the person relying on care, but also their relatives, friends and others supporting them. Negative experiences are also much more likely to be shared with others, and covered in the national media.

The impact of the pandemic

Social care’s visibility was heightened during the pandemic, creating an image for the first time for many people of the vital work of care staff. Some of this imagery was heroic, showing care workers going above and beyond to keep people safe in care. However, it was also a traumatic time for the sector, and the image of closed cultures has been difficult to recover from. The mismanagement of the pandemic by the Government and its agencies led to wholesale breaches of the rights of people living in care. As core participants in the COVID-19 public inquiry, we are determined that lessons are learnt so that we never see a repeat of those terrible experiences.

Care in crisis

Social care has been sorely neglected for years, with services stretched and increasingly high numbers of people experiencing poor care. Budgets have long been inadequate to meet people’s needs, and staff shortages mean less time to spend providing dignity-enhancing care.

How can the image be improved?

For the image of the sector to improve, we must see poor care weeded out. There is a role for care providers to call this out, but also to be transparent and proactive when poor care is reported. Communication and accountability is paramount in these instances to rebuild trust with those accessing care and their loved ones. Working with families and friends to create positive cultures and build a sense of community in care homes, and by involving the local community can help everyone feel invested in social care. Celebrating the good will help show the range of ways care can transform lives every day.

We must also see leadership from those in power to value care. Too often care is only talked about in relation to relieving pressure on the NHS. This devalues the sector. We need to see an improved understanding of the sector by our political leaders, seeing its worth as a service crucial to the health of the nation. This means professionalising the sector, with enhanced pay, training and qualifications for care staff, and opportunities for progression and recognition, so that social care is seen as a valuable career.

We are a huge sector. As people who need or rely on care, family carers, and those working in care we are millions of people, contributing many billions to the economy - that voice should be worth something. We know that social care supports people to live autonomous, dignified lives, and it deserves to have a compelling and valuable image in its own right.