Purpose Lab Health

Purpose Lab Health Understanding your Future NHS Patient

Contents 0

Foreword

1

Executive Summary

2

The Future NHS Patient - Access, Trust and First Contact

3

Prevention in Real Life - What Helps Young Adults Stay Well

4

Digital Health and the NHS Experience - What Young Adults Expect

5

Health Inequalities and Young Adults – Designing Services Around Young Adults

0. Foreword

What particularly struck me throughout this report is that young people are not disengaged from their health. Quite the opposite. They are curious, informed and proactive. They want to understand their health, they embrace new technologies and they value the expertise of healthcare professionals.

Yet they are also navigating financial pressures, mental health challenges, digital overload and widening inequalities that inevitably shape the choices they are able to make.

The findings reinforce something we have long understood: prevention cannot simply be about encouraging healthier choices. It must also be about creating the conditions that make those choices realistic. Whether that means designing services that are easier to navigate, embracing

Paula Sherriff Engagement Director, The Purpose Coalition & Former Shadow Health Minister

connection, or working with universities, employers and communities to tackle the wider determinants of health, improving outcomes will require

There is a simple principle that has shaped much of my work in health throughout my career: if we want to build better healthcare, we must start by listening.

partnership across every part of society.

As our NHS continues to evolve, we rightly spend significant time discussing technology, workforce pressures, waiting lists and funding. These are all

means continuing to design services around the

Perhaps most encouraging of all is that trust in the NHS remains remarkably strong. That trust is one of the health service's greatest assets. Protecting it needs and experiences of patients, ensuring that innovation strengthens, rather than replaces, the

vital issues. But equally important is understanding the people who will rely on our health service in the years and decades ahead.

compassion and professionalism that define our

This report does exactly that.

NHS, government, higher education and beyond to

Purpose Lab Health gives young adults a genuine voice in conversations that will shape the future of

in shaping healthcare. Their perspectives are not

healthcare. Too often, discussions about NHS reform are dominated by the experiences of today's patients. While that is entirely understandable, we must also recognise that today's students are tomorrow's patients, parents, carers and communities. The expectations, behaviours and experiences they develop now will influence the future demand placed upon our health service for generations.

4

digital innovation while maintaining human

Foreword

NHS. I hope this report encourages leaders across the think differently about how we engage young adults simply interesting—they are essential. By listening today, we have an opportunity to create a health service that is more responsive, more inclusive and better prepared for the challenges of tomorrow.

I would like to thank every student who contributed so openly to this programme. Your experiences, ideas and honesty have created an important piece of work, and I hope the conversations it begins will continue long after these pages.

1. Executive Summary The NHS is entering a period of profound change. Rising demand, increasing financial pressure and widening health inequalities continue to challenge health systems across the country, while advances in technology are fundamentally changing how people access and experience healthcare.

Alongside these developments sits another important question: what will the next generation of NHS patients expect from healthcare, and how should services evolve to meet those expectations?

Understanding this question has become increasingly important for NHS organisations.

Today's young adults are tomorrow's longterm users of health services and the behaviours they develop now and the experiences that shape their trust in healthcare will influence future demand on the NHS for decades to come. Yet despite this, the voices of younger adults are often underrepresented within engagement exercises, which understandably focus on existing patients, older populations and those living with long-term conditions.

Purpose Lab Health was established to help address this gap.

Developed by This is Purpose, Purpose Lab Health brings together a national network of universities and colleges to provide structured

5 Executive Summary

engagement with young adults from a wide range of backgrounds.

Unlike traditional consultation exercises, Purpose Lab Health does not seek to test individual policies or gather feedback on specific NHS services in isolation. Instead, it explores how young adults experience healthcare as part of their everyday lives and considers what influences their health behaviours, how digital technologies are changing patient expectations and how wider social and economic circumstances affect their ability to access healthcare and stay well.

These questions are becoming increasingly important as the NHS continues to invest in prevention, digital transformation and reducing health inequalities. Healthcare is no longer experienced solely through appointments with clinicians or visits to hospitals.

For many young adults, the patient journey begins much earlier: through conversations with friends and family, searches on Google, interactions with artificial intelligence, videos on social media, online symptom checkers and digital health platforms. Understanding these behaviours is essential if services are to engage people earlier and build lasting trust.

Purpose Lab Health’s pilot programme therefore focuses on four themes that will play a significant role in shaping future NHS demand: Access to healthcare and first contact with NHS services Prevention and maintaining health in everyday life Digital health and expectations of online healthcare Health inequalities and the wider factors that influence health outcomes Together, these themes provide a picture of how young adults use healthcare today and of how they are likely to engage with healthcare throughout their lives.

The programme brought together students from more than twenty universities and colleges across England, creating a national panel representing a wide range of educational institutions, communities and lived experiences.

Participants included students from lowerincome backgrounds, diverse ethnic communities and regions with differing health challenges, allowing perspectives that are often less visible within conventional engagement to come through.

Young adults are highly engaged in maintaining wellbeing and navigating an increasingly complex healthcare landscape, but they are doing so in ways that differ significantly from previous generations.

For example, digital technologies have become embedded within everyday health behaviour and expectations of accessibility and communication have been transformed by experiences outside healthcare.

For NHS organisations, these changes present both a challenge and an opportunity. The challenge lies in ensuring that services continue to meet the needs of patients whose expectations are evolving rapidly.

The opportunity is that, by understanding these behaviours, the NHS can design services that strengthen trust and improve access before today's young adults become long-term patients.

This report brings together the findings from the pilot Purpose Lab Health programme. It explores what young adults told us about how they access healthcare, what helps them stay well, how they experience digital health services and how wider inequalities shape their interactions with the NHS. More importantly, it considers what these insights tell us about the future NHS patient and how health services can continue to evolve in response.

Across the course of the programme, four structured discussion sessions were held, each focusing on one of the core themes.

Each session combined facilitated discussion with wider student surveys, allowing initial themes to be tested across a broader participant group before being brought together within this report to provide a rich picture of how the next generation of NHS patients experiences health, wellbeing and healthcare today.

While the discussions explored different aspects of healthcare, a common thread emerged throughout the programme.

Executive Summary 6

2. Session One: The Future NHS Patient - Access, Trust and First Contact For many people, the healthcare journey no longer begins when they speak to a doctor or contact the NHS. Increasingly, it begins much earlier, through online searches, conversations with family and friends, digital health tools and artificial intelligence. Before making an appointment or contacting NHS services, many young adults have already begun interpreting their symptoms and deciding whether formal healthcare is necessary.

The NHS is increasingly interacting with patients who have already formed initial views about their health and, in many cases, decided how serious they believe their symptoms to be.

Understanding these behaviours is becoming essential if healthcare services are to engage patients earlier and reduce delays in accessing appropriate care.

The first Purpose Lab Health session explored where young adults turn first when they have a health concern, how they use digital sources of information and what shapes their trust in both online information and NHS services. The discussion sought to understand the lived experience of navigating healthcare as a young adult.

Although participants described a wide range of individual experiences, there was remarkable consistency in the way they approached healthcare. The discussion revealed a generation that is highly proactive in seeking information and understanding symptoms, but which often delays formal contact with healthcare services until it has completed its own process of research.

1. The patient journey begins before the NHS One of the clearest findings from the discussion

The discussion brought together students from: Birmingham City University Cardinal Newman College Liverpool Hope University Liverpool John Moores University Sheffield Hallam University Southampton Solent University Teesside University University of Chester University of Greenwich University of Southampton University of Worcester

was that young adults do not generally begin with the NHS when they first become concerned about their health. Unless symptoms feel urgent or severe, participants described an informal period of assessment during which they attempt to understand what may be happening before deciding whether professional advice is needed.

For most students, this process follows a familiar pattern: symptoms are first assessed personally before information is sought online or discussed with family members or friends. Only if symptoms persist or worsen do participants typically move towards contacting a GP or other NHS service.

7 The Future NHS Patient - Access, Trust and First Contact

Practical considerations also shaped this behaviour.

Several participants contrasted AI with

Students frequently described online information as

traditional search engines. Whereas Google

quicker and easier to access than healthcare

was often criticised for presenting worst-case

appointments, particularly when symptoms

scenarios or overwhelming users with

appeared relatively minor. Difficulties obtaining GP

conflicting information, AI was viewed as better

appointments and uncertainty about waiting times

able to respond to individual circumstances

reinforced the tendency to seek information

through follow-up questions and personalised

independently before entering the healthcare

explanations.

system.

However, participants did not describe AI as One participant reflected on this behaviour:

replacing healthcare professionals. Instead, it was seen as helping to reduce uncertainty

"Usually, I Google and it's bad but I kind of just

before making decisions about whether to seek

believe the first thing that comes up.”

medical advice. Students recognised the limitations of AI and emphasised that

This comment illustrates an important challenge for

professional confirmation remained essential

the NHS. When trusted healthcare is difficult to

for more serious concerns. For NHS

access quickly, other sources inevitably become the

organisations, this therefore raises important

starting point for understanding illness.

questions about the future role of trusted NHS-

The patient journey now increasingly begins outside

backed digital services in complementing

formal healthcare settings. NHS organisations

behaviours that are already becoming

therefore need to consider how patients experience

commonplace.

the period before first contact, rather than focusing solely on the point at which individuals enter the

3. Digital confidence does not mean trust

system.

While AI represented one of the most striking developments discussed during the session,

2. AI is becoming part of everyday healthcare

participants were clear that convenience and

If online searching has become routine, the

trust are not the same thing. Young adults

discussion suggested that artificial intelligence is

have become increasingly confident in

rapidly becoming the next stage in that evolution.

navigating digital information, but they remain selective about which sources they believe.

Across the session, students described using ChatGPT and other models as part of their normal healthcare behaviour. Participants explained that

Throughout the discussion, students described

they used AI to interpret symptoms, understand

trust as something that is earned rather than

medical terminology, explain blood test results,

assumed. Official NHS information and

upload photographs of visible conditions and decide

qualified medical professionals consistently

whether an issue appeared serious enough to seek

occupied the highest level of trust. Participants

professional advice.

valued information that explained why something was happening, referenced

What was particularly striking was how ordinary the

evidence and acknowledged uncertainty

use of AI appeared to participants. Students spoke

where appropriate. Sources that appeared

about it as another tool within their everyday digital

sensationalist or commercially motivated were

lives.

viewed with considerably more scepticism.

The Future NHS Patient - Access, Trust and First Contact 8

Perhaps the most notable finding was that

For NHS organisations, this represents an

students rarely relied upon a single source of

important opportunity. Trust in NHS information

information. Instead, many described a process

remains exceptionally strong, but maintaining

of comparing information across several websites and checking whether advice was consistent. Rather than accepting the first explanation they encountered, participants often sought reassurance by confirming that multiple trusted sources reached similar conclusions.

One survey respondent captured this particularly well: "I trust information more when it explains why, not just what, especially if it acknowledges uncertainty rather than pretending to have all

that position increasingly depends upon presenting trusted information in formats that are as accessible and responsive as the alternatives available elsewhere.

4. Social media shapes awareness more than decision-making The influence of social media proved more nuanced than many participants had expected before the discussion.

Although TikTok, Instagram and YouTube are

the answers.”

frequently portrayed as primary sources of health

This reflects a level of digital literacy that is

generally described a more indirect relationship.

sometimes overlooked. The discussion suggested

Few participants said they actively used social

that young adults are constantly evaluating

media to diagnose health conditions. Instead,

information from different sources.

health-related content formed part of the wider

Concerns about misinformation were not directed solely towards emerging technologies such as AI. Participants spoke equally about misleading social media content, exaggerated headlines and even well-meaning advice shared through family and friendship networks.

Trust was therefore shaped less by the platform

advice for younger generations, students

digital environment in which they spent time each day.

Participants spoke about regularly encountering videos discussing skin conditions, mental health, medication, nutrition, university illness outbreaks and wider health trends. Even where they did not actively seek this content, they often remembered it and referred back to it when similar situations arose in their own lives.

itself than by the quality of the information it contained.

9 The Future NHS Patient - Access, Trust and First Contact

Several students described using social media

Alongside these structural issues, students

primarily to understand other people's experiences

highlighted a series of smaller frustrations that

rather than to obtain clinical advice.

collectively affected their experience. These included uncertainty about referral pathways,

This distinction is important: social media was

inconsistent access to medical records,

valued more as a source of lived experience.

fragmented digital systems or repeat prescription arrangements. While individually, these may

Nevertheless, participants acknowledged that

appear relatively minor issues, collectively they

social media still influences behaviour, even when

contribute to a perception that the NHS is difficult

its content is viewed critically. Videos can raise

to understand as a complete system.

awareness of symptoms, introduce conditions that individuals had not previously considered or

What this means for the NHS

increase anxiety when rare conditions receive

This discussion provides an important insight into

disproportionate attention. During the discussion,

how the relationship between young adults and

students reflected on health-related content

healthcare is evolving.

surrounding meningitis outbreaks at universities, noting that dramatic online coverage sometimes

Participants were highly engaged in

distorted perceptions of personal risk.

understanding and managing their own health.

They actively sought information, evaluated

Rather than replacing trusted healthcare

evidence and used a growing range of digital

information, social media appears to shape the

tools to reduce uncertainty before contacting

questions that young adults ask before they seek

healthcare professionals. This behaviour reflects a

more authoritative answers. In practice, this

generation that increasingly expects healthcare

means that NHS organisations are increasingly

to begin long before an appointment is made.

communicating with patients whose understanding of illness has already been

The challenge for the NHS is therefore increasingly

influenced by digital conversations occurring

about supporting patients during the period

elsewhere.

before first contact, when decisions are already being made and expectations are being formed.

5. Trust in the NHS remains strong, but navigation does not

This suggests that future healthcare strategies

One of the most encouraging findings from the

should place greater emphasis on navigation as

discussion was that participants continued to

well as treatment. Helping young adults

express considerable confidence in the NHS itself.

understand where to go, when to seek help and which digital tools can be trusted may be just as

Contrary to assumptions that younger generations

important as expanding access to appointments

place greater trust in online communities than

themselves.

established institutions, students consistently described NHS information as the most reliable

Perhaps the clearest message emerging from the

source available. The NHS website was frequently

first Purpose Lab Health session is that digital

mentioned as a trusted reference point,

behaviour has become an integral part of

particularly because it often appears prominently

modern healthcare. The opportunity for the NHS is

within search engine results. Pharmacies and NHS

to shape those behaviours through trusted

111 were also viewed positively, while many

information, clearer navigation and digital

participants valued the increasing availability of

services that combine the authority of the NHS

online appointment booking, prescription services

with the accessibility that young adults

and elements of the NHS App.

increasingly expect.

The Future NHS Patient - Access, Trust and First Contact 10

3. Session Two: Prevention in Real Life - What Helps Young Adults Stay Well Preventing ill health has become one of the

The second Purpose Lab Health session explored

NHS's defining strategic priorities. As

prevention from this perspective. The discussion

healthcare systems respond to rising

considered what actually helps young adults

demand and widening health inequalities,

stay well, what prevents them from doing so

increasing attention is being placed on

and what support feels most useful before

helping people stay well for longer rather

health problems reach a crisis point.

than simply treating illness when it occurs.

However, prevention is often discussed in

Students participated from:

terms of public health campaigns and behavioural change programmes, with less

Birmingham City University

attention given to how people experience

Global Banking School

prevention within the realities of everyday

Liverpool John Moores University

life.

New City College Sheffield Hallam University

For young adults, these realities are often

Southampton Solent University

complex. University study, employment,

Teesside University

financial pressures, housing, relationships

University of Greenwich

and an increasingly uncertain economic

University of Salford

environment all shape the extent to which

University of Southampton

healthy choices feel realistic or sustainable.

While many young people understand the

The discussion revealed that prevention is

importance of sleep, exercise, nutrition and

primarily understood by participants as the

mental wellbeing, maintaining these habits

ability to maintain stability and routine within

can become significantly more difficult when

increasingly busy lives.

everyday pressures begin to accumulate.

Prevention in Real Life - What Helps Young Adults Stay Well 11

1. Prevention begins long before healthcare

Academic deadlines were frequently discussed

One of the strongest themes to emerge from the

alongside paid employment. Financial pressures

discussion was that prevention is experienced

affected housing, food choices and opportunities

through ordinary routines rather than formal

for social activity. Poor sleep reduced motivation

health services.

to exercise, while anxiety about future employment compounded stress already created

Participants consistently described wellbeing in

by university workloads. Rather than existing as

similar terms: good sleep, regular meals, physical

separate issues, participants experienced these

activity, time outdoors, maintaining hobbies and

pressures as interconnected parts of everyday

spending time with trusted friends and family were

life.

all presented as the foundations of staying healthy. These behaviours were viewed as

Mental wellbeing sat at the centre of these

practical routines that enabled people to manage

conversations. Stress and anxiety were presented

pressure before it became overwhelming.

as factors that influenced every aspect of daily functioning. Participants described finding it

Survey responses reinforced this picture. Students

harder to concentrate, maintainhealthy routines

linked their wellbeing to consistency, with small

or seek support when they were already feeling

habits, such as walking each day, preparing

overwhelmed.

regular meals, maintaining sleep routines or taking short breaks from study, often described as having

One particularly thoughtful observation

a greater impact than more ambitious health

challenged many traditional assumptions about

goals that proved difficult to sustain.

self-care. A participant noted that much wellbeing advice requires people to invest time

What was particularly striking was the language

and energy into developing healthier habits, but

participants used to describe prevention. They

these are precisely the resources that become

spoke less about becoming healthier and more

least available when someone is already

about remaining in control. Routine provided

struggling.

structure, while everyday habits created a sense of stability that helped prevent stress from escalating

This insight has important implications for

into wider physical or mental health problems.

prevention. Strategies that depend upon people having spare capacity may be least effective

This represents an important shift in emphasis.

when they are most needed. Advice encouraging

Traditional prevention strategies often encourage

exercise or healthier eating remains valuable, but

behaviour change by promoting healthier choices.

participants suggested that preventative support

Participants, however, suggested that the greatest

also needs to be designed around the

challenge is maintaining healthy choices when

circumstances in which people actually live,

daily life becomes increasingly demanding.

recognising the practical realities of exhaustion and competing responsibilities.

2. The pressures facing young adults do not exist in isolation

3. Support is most effective before crisis

Throughout the discussion, participants rarely

Participants consistently described wanting

spoke about individual pressures in isolation.

support that felt approachable and available

Instead, they described how different aspects of

before problems became severe.

life reinforce one another, creating periods where multiple challenges become difficult to manage simultaneously.

Prevention in Real Life - What Helps Young Adults Stay Well 12

Across both the discussion and survey

This finding is particularly significant because it

responses, there was little appetite for services

suggests that barriers to early intervention are

that appeared designed only for people

often psychological. Even where services exist,

experiencing crisis. Instead, students spoke

individuals may delay seeking help if they are

positively about support that was easy to access,

uncertain about eligibility or worry that their

confidential and available without lengthy

concerns will not be viewed as sufficiently

waiting times or complicated referral processes.

important.

A recurring theme was uncertainty about

Participants also described the importance of

whether their own concerns were serious enough

knowing what would happen after asking for

to justify seeking help. Several participants

support. Reassurance about confidentiality and

admitted that they sometimes questioned

hearing positive experiences from other young

whether they were wasting professionals' time or

people all increased confidence that seeking help

whether support services were intended for

would be worthwhile.

people with greater needs than their own.

Trust therefore depends upon confidence that support will be welcoming and available at an early stage rather than only once problems have become more serious.

4. Prevention messages must reflect real life The discussion also explored how participants engage with wider health messaging and whether current approaches to prevention resonate with young adults. While there was broad agreement that prevention remains important, students were often critical of the way health messages are communicated.

Participants distinguished between advice that felt practical and advice that felt aspirational.

Messages around stress management, sleep, affordable healthy eating, budgeting, alcohol, vaping, sexual health and maintaining a balance between work and study were generally viewed as relevant because they reflected the pressures participants experienced in their own lives. By contrast, broader messages encouraging people simply to eat well or exercise more were often described as detached from reality unless accompanied by practical suggestions that could be incorporated into everyday routines.

13 Prevention in Real Life - What Helps Young Adults Stay Well

This distinction is important. Young adults are not

However, these benefits sat alongside significant

rejecting prevention messages because they

concerns. Students raised the risks associated

disagree with them, but they are less likely to

with misinformation and comparison. Participants

engage with advice that fails to recognise the

spoke about supplement advertising presented

constraints within which they are making

as medical advice and wellbeing trends that

decisions: limited time, financial pressures,

promoted overly simplistic solutions to complex

irregular working patterns and competing

problems.

priorities.

Significantly, participants described social media Survey responses further reinforced this point.

as creating additional pressure alongside its

Students responded most positively to examples

educational benefits. Constant exposure to

that focused on specific situations they

carefully curated lifestyles and unrealistic

recognised, such as managing stress during

expectations sometimes contributed to feelings

examinations, eating well on a budget or finding

of inadequacy rather than supporting wellbeing.

time for physical activity alongside study and employment. Advice rooted in everyday

The discussion therefore revealed a nuanced

experience was viewed as more credible than

relationship, in which social media is neither

generalised public health messaging.

wholly beneficial nor wholly harmful. It has become one of the environments within which

The implication for NHS organisations is that

young adults develop their understanding of

prevention campaigns may be strengthened by

health, meaning that NHS organisations must

becoming more closely aligned with the realities of

recognise both its potential to engage and its

young adults' lives. Participants suggested that

capacity to reinforce misinformation or unrealistic

prevention should feel achievable rather than

expectations.

aspirational, offering small practical actions that can be sustained even during periods of

Instead of competing directly with social media,

significant pressure.

participants suggested that trusted organisations should consider how accurate, evidence-based

5. Social media represents both opportunity and

information can be communicated in formats

risk

that are equally accessible and relatable.

As with the first Purpose Lab Health session, social media emerged as an influential but complex part of young adults' relationship with health.

Participants acknowledged that social media platforms have become routine sources of information about wellbeing, nutrition, exercise and mental health. Many described discovering recipes, fitness ideas, breathing exercises, study techniques and practical wellbeing advice through social media, often presented by people of a similar age whose experiences felt relatable.

For some, this accessibility was viewed positively.

Information delivered through short videos and personal stories often felt easier to understand than more formal sources, while seeing peers discuss their own experiences could help normalise conversations about mental health and wellbeing.

Prevention in Real Life - What Helps Young Adults Stay Well 14

6. Prevention should be embedded within everyday life One of the strongest practical messages to emerge from the discussion was that prevention should not be viewed solely as a healthcare responsibility. Participants argued that support is most effective when it is embedded within the environments in which young adults already spend their time.

Universities, workplaces and community settings were all identified as important opportunities for promoting wellbeing before difficulties escalate into more serious health concerns.

Students described a range of practical measures that would make preventative support feel more accessible. These included regular wellbeing check-ins, peer mentoring, affordable opportunities for physical activity, wellbeing hubs, flexible appointments, clearer signposting to services and informal opportunities to discuss concerns before they developed into crises.

There was particular support for approaches that combined academic, financial and wellbeing support rather than treating these issues separately. Participants recognised that concerns about housing, money, coursework and employment frequently overlap, making joined-up support more valuable than isolated interventions delivered through different services.

The discussion also highlighted the importance of relationships. Participants consistently placed greater value on support that felt personal and continuous. Whether within universities or workplaces, they described the importance of trusted individuals who could recognise when someone might be struggling and encourage earlier conversations about wellbeing.

For NHS organisations, these findings reinforce the importance of partnership working.

Prevention is unlikely to succeed through

Universities, employers, local authorities and community organisations all have an important role in creating environments that support healthy behaviours before formal healthcare becomes necessary.

What this means for the NHS The second Purpose Lab Health session suggests that young adults have a sophisticated understanding of the behaviours that support good physical and mental health. The challenge lies in helping people sustain healthy routines within increasingly demanding lives.

Perhaps the most significant implication is that prevention should be considered more as creating conditions in which healthy choices become realistic. Financial pressures, insecure employment, housing, academic workloads and social expectations shape whether preventative advice can be acted upon in practice.

The discussion also reinforces the importance of intervening early. Participants described wanting support that was visible and available before problems reached crisis point. However, uncertainty about eligibility and lengthy waiting periods often discouraged early help-seeking.

Communication also emerged as an area where relatively small changes could have a significant impact. Young adults responded most positively to messages that acknowledged the realities of their lives and offered clear, practical actions. Future prevention strategies are therefore likely to be more effective when they recognise the pressures people face and frame wellbeing as something that can be supported through small, sustainable changes rather than major lifestyle transformation.

Ultimately, the discussion challenges a common assumption within prevention policy. Young adults are not rejecting healthier behaviours and are not indifferent to their wellbeing - they are attempting to balance health alongside a complex set of pressures that often compete for their time and attention. The opportunity for the NHS is therefore to design prevention around the realities of everyday life, ensuring that support feels relevant and achievable for the next generation of patients.

healthcare services acting alone.

Prevention in Real Life - What Helps Young Adults Stay Well 15

4. Session Three: Digital Health and the NHS Experience - What Young Adults Expect

Digital technology is transforming almost every aspect of modern life, and healthcare is no exception. Over the past decade, NHS organisations have invested significantly in digital services, expanding online appointment booking, prescriptions, patient records, virtual consultations and the NHS App. These developments have accelerated in recent years, reflecting both advances in technology and changing public expectations about how services should be accessed.

For young adults, digital healthcare is viewed as an expectation. This generation has grown up managing many aspects of daily life through digital platforms, from banking and education to shopping, travel and communication. Convenience and speed have become standard features of everyday experiences, shaping expectations of public services. The question for NHS organisations is therefore how digital services can evolve in ways that strengthen trust and improve access.

The third Purpose Lab Health session explored how young adults experience NHS digital services, what they expect from future digital healthcare and how NHS platforms compare with the wider digital environment.

Participants were encouraged to reflect on NHS websites, the NHS App, online appointment systems, prescriptions, patient records, artificial intelligence and wider digital communication. While discussions highlighted considerable support for continued digital transformation, they also reinforced an important principle that technology should simplify healthcare, not distance people from it.

Students participated from: Birmingham City University Cardinal Newman College Liverpool John Moores University Royal Holloway Teesside University University of Chester University of West London Although participants discussed a range of different digital services, there was broad agreement about what good digital healthcare should achieve. It should make routine interactions easier, reduce unnecessary administration and allow patients to spend more time focusing on their health rather than navigating the system.

16 Digital Health and the NHS Experience - What Young Adults Expect

1. Digital healthcare should remove friction, not

This distinction is significant: throughout the

add to it

discussion, students repeatedly differentiated

A strong message from the discussion was that

between administrative efficiency and clinical

young adults see digital healthcare primarily as a

decision-making. Routine processes were viewed

way of simplifying routine interactions with the

as ideally suited to digital delivery, whereas

NHS. Participants expected activities such as

diagnosis and more complex conversations

booking appointments and requesting repeat

continued to be associated with human

prescriptions to be available digitally. Many

interaction.

questioned why routine administrative tasks should still require lengthy telephone calls or

The implication for NHS organisations is that

repeated visits to healthcare settings when they

digital transformation should be measured by

could be completed quickly online.

whether technology genuinely makes the patient journey easier.

The value of digital services was therefore

2. Trust is integral to the digital experience

described predominantly in terms of convenience.

As in previous sessions, trust emerged as one of

Students wanted healthcare to fit more naturally

the defining themes of the discussion. However,

into everyday life, allowing them to manage

participants described trust in digital healthcare

appointments and information around other

as extending beyond the accuracy of information

commitments.

itself.

Several participants also spoke positively about

Students expressed confidence in NHS digital

opportunities for greater personal oversight of

platforms because they recognised the NHS as a

their own health. AAccess to test results and

credible and authoritative source of healthcare

medical records was viewed as empowering,

information. However, trust was also influenced by

enabling individuals to better understand their

the experience of using digital services.

own healthcare and arrive at appointments more

Participants expected systems to communicate

informed.

clearly and demonstrate that personal information was being handled securely. Clear

Importantly, however, participants were not

confirmation messages, transparent explanations

calling for healthcare to become entirely digital.

of what would happen next and reassurance

They saw technology as most valuable when it

about how data would be used were all identified

removed unnecessary administrative barriers,

as factors that increased confidence in digital

leaving clinical care firmly centred on

healthcare.

relationships with healthcare professionals.

Digital Health and the NHS Experience - What Young Adults Expect 17

On the other hand, uncertainty quickly undermined trust. Participants described becoming frustrated when appointment requests appeared to disappear without acknowledgement or online forms provided no indication of whether information had been received successfully.

Privacy and data security also featured prominently within the discussion. While students generally trusted the NHS to manage sensitive information responsibly, they wanted greater visibility about how data was stored.

These findings reinforce the principle that digital trust is built through reliable and transparent experiences that reassure patients at every stage of the digital journey.

3. Trusted information alone is no longer enough One of the most thought-provoking themes to emerge from the discussion concerned the difference between trust and usability.

Participants consistently regarded NHS information as significantly more reliable than information encountered through social media or search engines. However, they also acknowledged that trusted information is not always the easiest information to access or understand.

Students frequently compared NHS websites with the digital platforms they use every day.

While social media was recognised as less reliable, it was also described as faster and easier to engage with. Participants valued content that could be understood quickly without requiring extensive reading.

By contrast, NHS websites were sometimes described as text-heavy or overly technical, particularly when individuals were already feeling anxious about their health.

This highlights the changing expectations of digital communication. Young adults increasingly expect information to be concise and designed around the needs of users who may be accessing healthcare information

Several participants suggested that the NHS could adopt some of the communication techniques associated with digital platforms without compromising professional standards. Short explainer videos, clearer graphics, simpler language and more mobile-friendly content were all identified as ways of making trusted information easier to engage with.

The discussion therefore points towards an important opportunity. The NHS does not need to compete with social media by becoming more sensational or less evidence-based. Instead, it can strengthen its existing position by making trusted information easier to understand and more accessible to modern audiences.

4. Digital services should never replace human judgement Although participants were enthusiastic about digital healthcare, there was equally strong agreement that technology has limits.

Students argued that digital systems work best when supporting routine healthcare rather than replacing professional judgement. Booking appointments, renewing prescriptions and receiving reminders were all viewed as natural candidates for digital delivery. However, more complex symptoms, emotionally significant conversations and situations requiring clinical judgement continued to be associated with face-to-face interaction.

AI featured within this discussion as well.

Building on themes from the first session, participants described AI as increasingly useful for explaining information and helping people prepare for healthcare interactions.

However, they also expressed concern that digital systems could become overly reliant on automation if clear routes to professional advice were removed. Several participants suggested that confidence in AI depends on knowing that a healthcare professional remains available when required.

This finding aligns closely with the wider discussions throughout the programme.

Young adults are generally comfortable with technology, but they do not view digital innovation as an alternative to trusted human relationships. Instead, they expect technology to enhance those relationships by making healthcare more accessible and easier to navigate.

under pressure.

Digital Health and the NHS Experience - What Young Adults Expect 18

The discussion also highlighted concerns about

Individual technologies may perform well in

digital exclusion. Participants recognised that

isolation, but patients ultimately experience the

older adults, individuals with lower levels of

NHS as a single healthcare system rather than a

digital confidence, those without reliable

collection of separate digital platforms.

internet access and people whose first language is not English may experience greater

What this means for the NHS

difficulty using digital healthcare services.

The third Purpose Lab Health session demonstrates that for young adults, digital healthcare is

Importantly, students did not see this as a

increasingly a question of experience.

reason to slow digital transformation. They

Participants overwhelmingly supported continued

argued that digital services should expand

investment in digital services, particularly where

while continuing to provide alternative routes

technology simplifies routine interactions and

into healthcare for those who need them.

allows patients greater control over their own healthcare. However, digital transformation was

5. Integration matters as much as innovation

never presented as an end in itself: its value lies in

While much discussion focused on individual

making healthcare easier to access and

digital services, participants repeatedly

understand.

returned to a broader frustration: healthcare systems often feel disconnected from one

The discussion also reinforces the importance of

another.

designing digital services around trust. Reliable technology, visible data protection and seamless

Students described occasions where

integration all contribute to confidence in digital

information entered into one NHS system failed

healthcare. Equally, poor design and uncertainty

to appear elsewhere, requiring patients to

about what happens next risk undermining that

repeat the same details multiple times. Others

confidence, regardless of the quality of the

reflected on inconsistencies between GP

underlying clinical care.

services, hospital records and digital platforms, creating an impression that different parts of

A significant finding is that young adults compare

the NHS operate independently rather than as

NHS digital services with every other digital

a joined-up system.

experience they encounter in daily life.

Expectations around usability and communication

This fragmentation was particularly frustrating

are increasingly shaped by the wider digital

because participants expected digital

environment.

technology to remove duplication rather than create it. In many other aspects of life, digital

This does not mean the NHS should emulate

platforms allow information to move

commercial platforms or sacrifice professional

seamlessly between services. Young adults

standards in pursuit of convenience. Instead, it

increasingly expect healthcare to operate in a

suggests that trusted healthcare information and

similarly integrated way.

clinical expertise should be delivered through digital experiences that are centred on the needs

Communication formed part of this wider

of patients.

discussion. Participants preferred clear, concise notifications explaining exactly what action was

The discussion suggests that successful digital

required rather than generic messages or

transformation will depend upon achieving the

lengthy information updates.

right balance. Young adults want healthcare that is more digital, but they also want healthcare that

The underlying message was consistent

remains recognisably human. The opportunity for

throughout the session. Digital healthcare

the NHS is to use technology to strengthen those

should feel connected.

relationships by making healthcare simpler and more responsive.

19 Digital Health and the NHS Experience - What Young Adults Expect

5. Session Four: Health Inequalities and Young Adults – Designing Services Around Young Adults One of the NHS's greatest long-term challenges is

Although the discussion was prompted by a

creating the conditions in which healthier choices

specific example of a campaign, participants

become realistic. Public health campaigns have

quickly broadened the conversation to consider

played an important role in improving awareness

the wider challenges of prevention. Rather than

of issues such as smoking, physical activity, diet

focusing solely on physical activity, students

and screening; however, awareness alone does

reflected on what motivates healthy behaviour,

not necessarily translate into lasting behaviour

the barriers that make healthier choices difficult

change, particularly when everyday

to sustain and how public health campaigns

circumstances make healthier choices difficult to

could better reflect the realities of young adults'

sustain.

lives. The discussion revealed broad support for prevention as a principle. However, it also

For young adults, this challenge is especially

reinforced an important distinction that had

significant. Many are balancing higher education,

emerged throughout the wider Purpose Lab

employment, financial pressures and changing

programme: the greatest barrier to healthier

living arrangements while establishing habits that

living lies in translating good intentions into

may influence their health for decades to come.

sustainable habits within environments that do

At the same time, they are exposed to an

not always make healthy choices easy.

unprecedented volume of health information through social media and public campaigns.

1. Awareness is rarely the problem

Understanding why some prevention messages

A clear message to emerge from the discussion

succeed while others fail is therefore becoming

was that young adults already understand what

increasingly important for NHS organisations

constitutes a healthy lifestyle.

seeking to improve population health and reduce health inequalities.

Participants demonstrated a strong awareness of the importance of regular physical activity,

The fourth Purpose Lab Health session explored

healthy eating, good sleep and maintaining

these questions through a discussion centred on

mental wellbeing. Few required convincing that

one example: the NHS's encouragement for adults

these behaviours contribute positively to long-

to walk for thirty minutes each day.

term health. Instead, students distinguished between knowing what supports good health and

The discussion brought together students from:

being able to incorporate those behaviours into everyday life.

Birmingham City University Global Banking School

The proposed walking campaign illustrated this

Liverpool John Moores University

distinction particularly well. Students responded

Royal Holloway

positively to walking because it was viewed as

Southampton Solent University

affordable and achievable. Unlike joining a gym

Teesside University

or beginning a demanding fitness programme,

University of Greenwich

walking required no specialist equipment, little

University of Southampton

financial commitment and could often be

University of Worcester

incorporated into existing routines.

20 Health Inequalities and Young Adults – Designing Services Around Young Adults

Participants also recognised wider benefits beyond physical health. Walking was described as an opportunity to leave the house, reduce screen time, improve concentration and manage stress during periods of academic pressure. For many, the appeal of walking lay as much in its contribution to mental wellbeing as its physical health benefits.

However, participants were equally clear that awareness alone would not change behaviour.

As one survey respondent observed, "I already know walking is good for me, but knowing and doing are different things." This observation captured one of the central findings of the session: young adults do not lack information, but they often struggle to translate good intentions into consistent routines.

Students therefore believed that a walking campaign would be most successful if it encouraged people to build walking into activities they were already undertaking, such as travelling to lectures or taking breaks after studying. Several suggested that campaigns should reward consistency rather than high levels of performance, ensuring that they remain inclusive for people with different levels of confidence and physical fitness.

The discussion points towards a broader lesson for prevention policy. Awareness campaigns remain important, but their greatest impact may come when they help people develop realistic routines.

2. Healthy choices are shaped by everyday circumstances As the discussion developed, participants repeatedly returned to the environments within which health decisions are made.

Time emerged as one of the most significant barriers to maintaining healthy routines.

Students balancing university study with employment or caring responsibilities described how healthy intentions were frequently displaced by competing demands.

Exercise, cooking and adequate rest often became secondary to meeting academic deadlines or earning sufficient income to manage rising living costs.

Financial pressures reinforced these challenges. Participants noted that healthier food options and gym memberships can involve costs that are difficult to justify within limited student budgets. By contrast, less healthy alternatives often appeared cheaper and more convenient.

One participant summarised this reality: "A takeaway is quick, staying in bed is comfortable, scrolling on your phone is easy."

This observation captures an important feature of modern health behaviour. Many unhealthy choices provide immediate convenience or comfort, while the benefits of healthier alternatives are often delayed. Preparing meals, exercising or improving sleep patterns requires sustained effort before noticeable improvements are experienced, making healthy routines more difficult to establish during periods of stress or financial uncertainty.

Health Inequalities and Young Adults – Designing Services Around Young Adults 21

Participants also highlighted wider issues of

Social relationships proved equally important.

accessibility and confidence. Not every student

Participants explained that they were significantly

lives in an area where walking alone feels safe,

more likely to walk or exercise when activities

while access to affordable leisure facilities

involved friends or formed part of a shared

varies. Others reflected that joining a gym or

commitment. Accountability and enjoyment

organised sports club can feel intimidating for

increased when healthy behaviours became social

individuals who lack confidence or supportive

experiences rather than individual responsibilities.

social networks.

As one participant reflected, exercising with others "makes it more enjoyable and helps you stay

Against this backdrop, walking was seen as a

constant."

realistic starting point. It represented an activity that could fit around existing commitments. For

Students also highlighted the motivational role of

some participants, a daily walk was described

visible progress. Apps that tracked steps or broke

as a manageable first step that could improve

larger goals into manageable milestones were

both physical health and mental wellbeing

viewed positively because they provided a sense

without requiring significant changes to their

of achievement without creating unrealistic

lifestyle.

expectations. The popularity of programmes such as ‘Couch to 5K’ was cited as an example of how

The discussion therefore reinforces that health

incremental progress can make long-term change

behaviours cannot be understood separately

feel more achievable.

from the environments in which they occur.

Prevention strategies are more likely to

These findings suggest that motivation develops

succeed when they acknowledge the practical

through routine and positive reinforcement,

circumstances that shape people's daily

highlighting the importance of designing

choices.

prevention campaigns that encourage participation.

3. Motivation is social as well as individual The session also explored what motivates

4. Prevention is a shared responsibility

young adults to adopt healthier behaviours in

One of the most thoughtful discussions during the

the first place.

session centred on responsibility for health.

Participants agreed that individuals have an

While participants identified a range of

important role in making healthy choices. However,

personal motivations, including improving

they rejected the idea that health outcomes

physical appearance and maintaining fitness,

depend solely upon personal willpower.

discussions consistently returned to two themes: mental wellbeing and social

Instead, students argued that choices are shaped

connection.

by the opportunities available to them. If healthier food is less affordable, neighbourhoods are not

Many students described physical activity

designed for walking, work leaves little free time or

primarily as a way of managing stress and

unhealthy options are more convenient,

improving mood during demanding periods.

maintaining healthy behaviours becomes

Exercise was valued because it helped people

considerably more challenging. One survey

feel calmer and better able to cope with

respondent captured this perspective:

pressure. For several participants, the mental health benefits of exercise were more

"We often frame health as a personal choice, but

immediate and more meaningful than long-

many of the choices people make are shaped by

term physical health outcomes.

the options available to them."

22 Health Inequalities and Young Adults – Designing Services Around Young Adults

This reflects a wider understanding of health

Social media platforms, university campuses,

inequalities that extends beyond access to

student unions, workplaces and community

healthcare services. Participants viewed health

spaces were all identified as effective channels for

as being influenced by housing, transport,

reaching young adults without requiring them to

finances, education, employment and the wider

actively seek health information.

environments in which people live.

There was particular support for using relatable Consequently, students argued that prevention

student ambassadors and ordinary young adults

should not be delivered solely through the NHS.

rather than highly polished fitness influencers

Universities, employers, local authorities,

whose lifestyles appeared unattainable.

businesses, leisure providers and community organisations were all identified as having

The discussion also explored incentives.

important roles in making healthier choices easier and more affordable.

Participants generally welcomed practical rewards such as discounts for gyms, healthy food, coffee

Participants favoured a partnership approach

shops or local businesses, recognising that these

that recognised prevention as a shared

could encourage initial participation. However,

societal objective rather than an individual

they questioned whether incentives alone would

responsibility.

sustain long-term behaviour change. Students argued that rewards may help people get started,

5. Campaigns should fit around everyday life

but lasting habits are more likely to develop when

Participants also offered clear reflections on

healthy behaviours become part of everyday

what effective prevention campaigns should

routine and individuals begin to experience

look like.

tangible benefits such as improved sleep and reduced stress.

Across the discussion there was little enthusiasm for messages perceived as

6. Looking ahead: prevention for the next

moralising or unrealistic. Students preferred

generation

campaigns that were practical and rooted in

Towards the end of the discussion, participants

experiences they recognised. Participants

reflected on the wider health challenges facing

suggested focusing on achievable actions that

their generation and the role prevention should

could be incorporated gradually into existing

play over the coming years.

routines.

Mental health emerged as the issue of greatest There was strong support for campaigns that

concern. Students linked increasing levels of stress

celebrated small improvements and consistent

and anxiety to financial pressures, uncertainty

habits rather than perfection. Several

about future employment, loneliness, academic

participants suggested that messages such as

workloads and the influence of social media.

"small changes fit your student lifestyle" would

Alongside this, participants highlighted sedentary

resonate more strongly than campaigns asking

lifestyles, excessive screen time, poor sleep,

people to completely transform their

unhealthy diets and declining opportunities for

behaviour.

everyday physical activity as challenges likely to shape long-term health outcomes.

Students also believed campaigns should appear naturally within the environments they already occupy.

23 Health Inequalities and Young Adults – Designing Services Around Young Adults

Students consistently argued that the NHS should continue to prioritise prevention and early intervention, but that prevention should focus on creating supportive environments as well as encouraging healthier behaviour. Better mental health support, practical health education and stronger collaboration between the NHS, universities, employers and local communities were all viewed as important priorities for the future.

Prevention strategies are therefore likely to

What this means for the NHS

that were practical and relevant to their own

The fourth Purpose Lab Health session reinforces one of the strongest messages to emerge across the programme: prevention succeeds when it reflects the realities of people's lives.

Young adults do not require greater awareness of the benefits of physical activity or healthy eating. Instead, they require environments that make these behaviours easier to sustain alongside the competing pressures of everyday life.

within existing routines and supported by social

The discussion also highlights an important evolution in thinking about prevention.

Participants framed health as a shared responsibility: universities, employers, local authorities, communities and public services all influence the environments in which health decisions are made.

closely connected to everyday life. That shift in

achieve greater impact when developed collaboratively across sectors rather than delivered solely through healthcare.

Finally, the session reinforces the importance of designing campaigns around achievable behaviour rather than idealised lifestyles. Young adults responded most positively to messages circumstances. Small changes, embedded connection, were viewed as more sustainable than campaigns asking people to transform their behaviour overnight.

Taken alongside the wider findings of the Purpose Lab Health programme, this discussion suggests that the future of prevention lies in making healthier choices feel easier and more emphasis may prove one of the most important lessons for NHS organisations seeking to improve population health over the coming decade.

24 Health Inequalities and Young Adults – Designing Services Around Young Adults

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