At our recent Involvement Series event in Aberystwyth, we explored how citizens can help realise the goal of a Prosperous Wales under the Well-being of Future Generations Act. Through panellist experience, discussion, and a World Café exercise, we uncovered key insights on the role of language, collaboration, and citizen involvement in tackling poverty and driving meaningful change. Here are six key takeaways from the day.
1. The power of language: framing the conversation for inclusion
Language plays a crucial role in shaping how people engage with discussions around poverty, but finding the right balance is key. Panellists Dave Gittins, director of Severn Wye Energy Agency, and Sophie Buckley, Strengthening Communities programme manager with PAVS, pointed out that terms like ‘poverty’ can sometimes act as a barrier – many people do not identify with the label and may disengage from conversations as a result.
At the same time, others cautioned against softening language to the point where the reality of poverty is obscured. As Geraldine Murphy from Citizens Advice Pembrokeshire put it, “to pretend poverty doesn’t exist is not the right or ethical thing to do”. Acknowledging poverty openly while also ensuring language is inclusive and empowering is a delicate but necessary balance.
Establishing a shared language that is appropriate for the setting and co-developed with communities can help reflect lived experiences without reinforcing stigma and create conversations that are both open and empowering, ensuring that those affected by poverty feel heard and included.
2. Uncovering ‘hidden poverty’ and rural challenges
There’s a risk that poverty and prosperity are viewed solely through a financial lens, when in reality, they encompass much more – poverty of opportunity, confidence, and experience can all contribute to a self-perpetuating cycle.
Rural poverty often remains overlooked due to geographic spread, poor transport links, and limited access to services. In some communities, the absence of bus routes or youth clubs has always been the norm, making it harder to recognise these gaps as real barriers that need addressing.
The challenge is not only making these issues visible but also ensuring support reaches those who need it most. Engagement in rural communities can be particularly difficult – significant effort may be required just to connect with a small number of people. This makes accessible meeting spaces and community-driven approaches essential for meaningful change.
3. Measuring success: beyond traditional metrics
Asking ourselves, ‘what do we mean by success?’ is an important first step in understanding where we are and where we want to be. Traditional economic indicators alone do not fully capture what prosperity means for communities. Discussions highlighted the need to measure success through lived experience, community well-being, and people’s ability to influence decisions that affect them.
Suggested approaches like ‘Most Significant Change’ and place-based evaluations can help assess real impact. The goal is for more people to feel actively involved in shaping services, knowing that their contributions are valued and play a role in achieving shared outcomes for their communities.
4. Existing pathways into communities exist
Third-sector organisations and existing community assets provide essential pathways into communities. For many people experiencing poverty, charities and specialist organisations are the first point of support, often before statutory services. These organisations, along with local networks, businesses, and community initiatives, have built trusted relationships, creating ready-made connections that can be leveraged to reach and support those in need.
Communities themselves hold a wealth of assets that can play a vital role in tackling poverty. Informal networks, word of mouth, and community champions are often the glue that holds local support systems together. Assets such as rural schools, farmers’ breakfasts, social enterprises, and cultural events also contribute to community resilience.
Both third-sector organisations and these community assets must be recognised as key partners in addressing poverty – not as an afterthought but as an integral part of decision-making. Collaboration between public services, the voluntary sector, and grassroots initiatives must be long-term and proactive, rather than just a response to crises.
5. The growing appetite for collaboration and meaningful involvement
One of the strongest messages from the event was the growing enthusiasm for co-production. Many participants expressed a desire for meaningful citizen involvement to become the norm rather than the exception.
However, there was also a strong recognition that involvement must be done well. Dave Gittins emphasised that “the burden should be on the service provider to make sure the timing is right for those involved”, highlighting the importance of designing engagement around people’s availability and needs. Sophie Buckley reinforced this, stating that “involving people with lived experience within service design should be a requirement, not just an optional extra”.
Moving forward
The insights from our event reaffirm that achieving a Prosperous Wales requires more than economic growth – it demands a shift in how we talk about poverty, measure success, and involve communities in shaping solutions, perhaps aligning practice with that of the Wellbeing Economy.
As we move forward, we need to build on these discussions to create more inclusive, community-led approaches to tackling poverty. The appetite for change is there – now it’s about turning learning into action.
Want to influence local and national decision-making to address poverty stigma? Wales Centre for Public Policy’s Poverty Stigma Insight Network are holding their next online meeting on 12 February 2025, 10:00 – 12:00. Head here to sign up!