People in Aberdeenshire believe in strong communities, where people look out for themselves and each other, and aren’t afraid to stand up for what’s right.
Business leaders in the region are at the heart of those communities, and they share those values too. They know first-hand that – even though Aberdeenshire is measured as a relatively affluent part of Scotland in official statistics – there are still too many citizens there who are struggling to get by.
They care that around nearly 1-in-5 children and young people in Aberdeenshire are living in relative poverty – with more than two-thirds of them in working households.
Almost half of Aberdeenshire residents live in rural and remote rural areas. Local businesses know all about the higher costs of living in rural areas, and local people face similar problems.
The cost-of-living crisis is being felt more acutely by many households in rural communities, with higher costs for transport, energy, childcare, and food. In 2017-18 the charity Trussell Trust distributed just over 3,700 food parcels in Aberdeenshire: in 2023-24 they distributed nearly 11,000 - with more than 3,000 of them to support children.
The Poverty Alliance launched the Taking Action on Rural Poverty (TARP) programme to develop new ways of tackling the rural poverty premium. The alliance knows that business leaders have a big role to play and wants to help them.
Because when public transport is costly and doesn’t get to where people need to go, it makes it harder to get training and education, get to work, or even get to the local shops. Businesses are losing out as a result.
The alliance's Living Wage Scotland team helps employers learn about the business benefits of paying the real Living Wage. Some 94% of employers say Living Wage accreditation has been of benefit to them, with savings on retention, recruitment, and training new staff. They also report increased morale and motivation resulting in increased productivity.
And of course, more money in people’s pockets means a potential bigger spend in local businesses – with research showing highlighting Living Wage dividends for local economies.
In 2023, Aberdeenshire Council became a Living Wage employer, and accreditation is becoming more important for businesses who want to bid for public contracts.
The Poverty Alliance realises that many employers are having a difficult time in this economy – perhaps especially in hospitality and tourism. So, as part of the Serving the Future project, the alliance has launched a new toolkit to help business leaders build profitability while also supporting Living Wages and secure working hours for their staff.
The alliance believes that government, business, workers and civil society can come together to make a wellbeing economy a reality in Aberdeenshire and across Scotland. And when that happens, we will have a secure foundation to build a better future for all.