New survey reveals how older Brits are determined to dodge winter viruses to protect their independence and loved ones

WALTON OAKS--(BUSINESS WIRE)--Pfizer Ltd today shared findings from a survey developed and funded by Pfizer but conducted independently by OnePoll, with 2,000 people aged over 65 across the UK between 21-27 November 2025, which reveals how older adult respondents see avoiding respiratory infections (COVID, pneumonia, RSV, flu) as essential to protecting both their freedom and their role at the heart of family and community life.¹

The survey underscores the strong motivation older adult respondents have to avoid respiratory infections this winter – two-thirds (67%, n = 1,340) said protecting their own health was the main reason for avoiding respiratory infections, with 40% (n = 790) saying staying active and independent.¹ However, it also flags a risk as experts warn respiratory viruses are set to surge in the UK over the festive season,² potentially sidelining the moments that matter most, from community celebrations to babysitting duties.

The survey revealed the active, independent lifestyles of older adult respondents across the UK – 60% (n = 1,203) enjoy leisure activities, like exercise classes, walking, gardening, going to the gym, several times a week, whilst 46% (n = 915) go on holiday several times a year.¹ It also highlighted the critical roles respondents hold in their households and communities, nearly half (43%, n = 858) babysit grandchildren, whilst more than a quarter (27%, n = 543) are caregivers for a partner.¹

Dr. Ellie Cannon, GP said: “Older adults tend to be proactive about staying healthy throughout the year and are always important to see in our GP practice. But winter brings its own challenges as people embrace the cheer and spirit of helping others whether that’s family or within communities. It’s important to stay on top of simple, effective preventative actions, like washing hands often, cleaning surfaces, keeping up to date with vaccinations, and even keeping a little distance from older or more vulnerable loved ones if you’re feeling unwell. These small steps mean you can continue to enjoy the moments that matter most, from family gatherings to community events”.

Whilst respiratory infections usually cause mild symptoms, and most people recover on their own, older adults are at higher risk of serious complications from these viruses.³ The survey highlighted the wide-ranging toll respiratory infections can take on older people – 47% (n = 941) of respondents said they were unable to carry out household errands if they caught a respiratory infection, 44% (n = 887) were unable to do leisure activities, and 19% (n = 381) were unable to look after loved ones.¹ Half (51% n = 486) of respondents said they feel guilty for letting people down if they cancel plans due to respiratory infections, and 37% (n = 350) report frustration at being unable to help others.¹

Joan and Jimmy, a retired couple in their 70s from Southport, Merseyside who remain highly active juggling many hobbies, alongside helping their families and getting involved with community activities, are sharing their stories as part of the campaign:

For Joan, taking action this winter was non-negotiable to maintain their active lifestyles. “At 72, being busy keeps me motivated. Jimmy and I have worked, danced, travelled and volunteered throughout our 52 years of marriage - and now we’re juggling grandson duties, church activities, social media platforms, travelling and even Zumba. Taking preventative action to protect our health this winter is the best gift we can give ourselves and our family”.

For Jimmy, seeing the toll ill health can take was enough motivation to protect his own health and independence: “I’ve seen at first hand what poor health can do and the ripple effect it has on loved ones, from losing my father and one of my brothers when I was young. Participating in my two sporting passions and our shared passion for dance together has kept me going into my 70s! Football, golf and even viral dance routines on TikTok keep me moving. Staying protected means we can keep sharing our passion without worrying too much about illness".

The survey also showed that for many, their motivation to stay healthy is deeply tied to their loved ones – over a third (36%, n = 719) of respondents said reducing the risk for family and loved ones as a reason for protecting themselves against respiratory infections.¹ Almost half (49%, n = 978) of respondents admit they feel a responsibility to stay healthy to take care of others and 44% (n = 888) say they feel pressure to stay productive even if unwell.¹ With some respondents (17%, n = 348) even saying they would prioritise looking after loved ones, from babysitting to caring for a partner, over their own health.¹

The survey, part of Pfizer’s ‘What’s your reason’ campaign, explores the motivations of people aged 65 and over to protect themselves against respiratory infections. Pfizer’s campaign aims to share real-life stories from local heroes that remind people of why they should take action to protect themselves this winter. Simple preventative measures, such as regular handwashing, cleaning surfaces, and covering coughs and sneezes, can help reduce the spread of respiratory infections, while vaccination can help protect against the severe illness caused by respiratory infections like flu, pneumonia, RSV, COVID-19.⁴

Older adult respondents had a strong understanding of measures to avoid respiratory infections – over three-quarters said vaccinations (79%, n = 1,588) and handwashing (79%, n = 1,572) as effective. Avoiding crowded places (62%, n = 1,231) and cleaning or disinfecting surfaces (55%, n = 1,094) were also widely recognised as important preventative health measures. However, there is work to be done to close gaps in behaviours – although most (75%, n = 1,506) respondents were confident they can take the right steps to prevent getting ill – notably, fewer male respondents perceived actions like handwashing and avoiding crowds as effective measures to avoid infection.¹

Hetal Naik, Primary Care Lead, Pfizer UK said: “Staying healthy empowers older adults to remain active, independent, and connected to the people and activities they care about. As we age, the risk of serious illness from respiratory infections increases, making it even more important to reflect on what matters most to you, whether that’s keeping active, travelling, or simply feeling confident through the winter months. With viruses on the rise, we encourage everyone to take a moment to consider their own individual reasons for staying protected”.

More information for the public on symptoms and how to reduce the risk of respiratory infections is available at whatsyourreason.co.uk.

-ENDS-

Notes to Editor

About the survey

The online survey of 2,000 UK adults aged 65+ was developed and funded by Pfizer but conducted independently by market research company OnePoll, in accordance with the Market Research Society's code of conduct. Data was collected between 21 November 2025 and 27 November 2025. The survey was overseen and edited by the OnePoll research team. OnePoll are MRS Company Partners, corporate membership of ESOMAR and Members of the British Polling Council.

About Pfizer: Breakthroughs That Change Patients’ Lives

At Pfizer, we apply science and our global resources to bring therapies to people that extend and significantly improve their lives. We strive to set the standard for quality, safety and value in the discovery, development and manufacture of health care products, including innovative medicines and vaccines. Every day, Pfizer colleagues work across developed and emerging markets to advance wellness, prevention, treatments and cures that challenge the most feared diseases of our time. Consistent with our responsibility as one of the world's premier innovative biopharmaceutical companies, we collaborate with health care providers, governments and local communities to support and expand access to reliable, affordable health care around the world. For more than 170 years, we have worked to make a difference for all who rely on us. In the UK, Pfizer has its business headquarters in Surrey and is a major supplier of medicines to the NHS. To learn more about our commitments, please visit us at www.pfizer.co.uk or follow us on X (@Pfizer_UK), Facebook (@PfizerUK) and Instagram (@pfizeruk).

PP-UNP-GBR-13936 December 2025

References

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^1 Pfizer data on file: 2025 Respiratory infections older adults experience survey. Conducted by OnePoll on behalf of Pfizer between 21-27 November 2025.

^2 UK Health Security Agency (UKHSA). Weekly winter surveillance bulletin: UKHSA urges eligible groups to get vaccinated with just 4 weeks to go until Christmas (27 November 2025) https://www.gov.uk/government/news/ukhsa-weekly-winter-surveillance-bulletin Last accessed December 2025

^3 Watson A, Wilkinson T. Respiratory viral infections in the elderly. Ther Adv Respir Dis, 15 (2021), Article 1753466621995050

^4 UKHSA. How to avoid catching flu, COVID-19 and other respiratory illnesses this winter https://ukhsa.blog.gov.uk/2025/12/02/how-to-avoid-catching-flu-covid-19-and-other-respiratory-illnesses-this-winter Last accessed December 2025