New research reveals stigma, silence and sleepless nights still dominate Scotland’s debt crisis – with Scots wishing they had sought help sooner.
Glasgow, Scotland. February 11th 2026 – Trust Deed Scotland was the largest provider of statutory debt solutions in Scotland in 2025. It has now launched its largest-ever national awareness campaign, urging people across the country who are struggling with problem debt to seek help sooner.
The major new campaign will be heard nationwide on radio, seen across outdoor advertising on bus shelters, and brought dramatically to life through a large-scale 3D special build, featuring a striking 3D phone displaying the average debt of people seeking help – a bold, unmissable symbol of a problem many still feel forced to hide.
The launch is backed by powerful new findings from a customer survey of 2,829 people, offering one of the clearest pictures yet of how debt impacts lives across Scotland – financially, emotionally and mentally.
The findings show that almost half of people waited a year or more before asking for help, largely due to stigma and self-blame. Six in ten (61%) said they felt ashamed or embarrassed, while nearly half (45%) believed they could handle the problem alone. In hindsight, an overwhelming 97% say they wish they had sought debt advice sooner.
Debt’s impact goes far beyond finances. More than nine in ten (91%) lost sleep worrying about their debt, while 90% say it negatively affected their mental health. Nearly nine in ten (88%) admitted hiding their debt from family or friends, and over four in five (82%) worried about providing for their dependents.
Cost-of-living pressures are a major driver, with many cutting back on essentials to cope. Two-thirds (66%) reduced spending on socialising and hobbies, a third cut back on food, and more than half (55%) worked longer hours or multiple jobs to stay afloat.
Crucially, the research shows how transformative seeking help can be. After entering a debt solution, nine in ten (90%) say their mental health improved, 81% now feel comfortable talking about money, and 94% feel more confident managing their household budget. Overall satisfaction with Trust Deed Scotland’s debt solutions stands at 98%.
Trust Deed Scotland says the campaign aims to challenge the stigma surrounding debt and deliver a simple message: ‘you’re not alone – and asking for help sooner can change everything.’
Find out more information and support at https://www.trustdeedscotland.net
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