New survey reveals how older Brits are determined to dodge winter viruses

Pfizer has shared findings from one of its surveys, 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

While 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

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

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

References

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

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