There should be more focus within our Health and Care services on preventing and tackling loneliness, for example by incentivising this through Outcome Frameworks and by encouraging Health and Wellbeing Boards to recognise loneliness as a major public health challenge. Developing a strong care market that continues to innovate whilst delivering on affordable, quality services that people want must be a priority. As more care is needed in the home and community, we need to see a cultural shift in the status and career progression available within the social care sector.