Celebrating 25 Years of the Real Living Wage movement
It's Living Wage Week and this year is particularly special as the Real Living Wage movement celebrates its 25th anniversary.
The new Living Wage rates for 2026-27 were announced on 15 October, with the UK rate increasing to £14.10 per hour and the London Living Wage rising to £15.45 per hour.
As an accredited Living Wage Employer since 2015, Freshwater has long championed the principles of fair pay. We were among the founding signatories of the PRCA’s campaign to end unpaid internships and remain committed to ensuring that everyone who joins our business, including interns, is paid fairly for the work they do.
This commitment extends beyond our own organisation. Freshwater is on the Living Wage Foundation’s steering group, represented by Senior Account Manager, Elinor Rees. As the only communications agency on the group, we help advocate for the movement and support its mission to encourage more employers to adopt the Real Living Wage.
To mark Living Wage Week, we spoke to Elinor about the importance of the Living Wage movement and why more organisations should consider accreditation.
How did you get involved in the Living Wage steering group and what do you do as part of the group?
I represent Freshwater on the Cardiff Living Wage Action Group. It’s a great opportunity to support the movement and share our perspective as an accredited Living Wage Employer.
Freshwater has a long history of supporting the Living Wage. It’s something the business has believed in for a long time, and I’m pleased to be able to continue that commitment through my involvement with the group.
As the only communications agency on the steering group, we also bring a slightly different perspective to conversations.
How does paying the Real Living Wage benefit employees and businesses?
Paying the Real Living Wage helps employees by providing greater financial security, recognising the value of their work and helping them keep up with the cost of living. It also brings a range of benefits to businesses.
The Living Wage Foundation’s latest employer research with Cardiff Business School shows that paying the Real Living Wage is good for business. 91% of employers say it enhanced their business reputation, 85% say it helped them meet social value commitments and 76% say it helped them differentiate[1].
Why do you think the Living Wage movement has become increasingly important?
The cost of living continues to put pressure on individuals and families across the UK, so the importance of fair pay shouldn’t be underestimated. Everyone deserves to be paid properly for the work they do and to have a good standard of living.
The Living Wage movement helps keep that conversation going and reminds employers that paying fairly is about more than simply meeting the legal minimum. It’s about recognising the real value of people’s work and the difference fair pay can make to people’s lives.
Why would you encourage other organisations to become Living Wage employers?
It’s a positive way for employers to demonstrate that they value their people and recognise the contribution they make.
It sends a message about the kind of organisation you want to be and shows that fair pay is an important part of your values, rather than just something you talk about.
It can also help create a more positive workplace culture, where people feel recognised and supported. I think employers have an opportunity to make a real difference and becoming a Living Wage Employer is a practical way to do that.
Why is Living Wage Week important to you?
Living Wage Week is a valuable opportunity to raise awareness, celebrate the employers who have made the commitment and encourage others to follow suit.
It gives the movement a focal point and helps bring the issue of fair pay to the forefront. But it’s important that the conversation doesn’t stop when the week is over. Paying people fairly should be something employers think about throughout the year.
What would you say to an organisation that’s considering accreditation?
I’d say it’s well worth exploring. It’s an opportunity to put your values into practice and demonstrate that fair pay is genuinely important to your organisation.
I’d encourage organisations to see accreditation not simply as a badge or recognition, but as a meaningful investment in their people and a positive step towards fairer working lives.
Freshwater’s commitment to fair pay is reflected in the opportunities we provide to people at the start of their careers. Having been among the founding signatories of the PRCA’s campaign to end unpaid internships, we remain committed to offering paid opportunities for new entrants to the profession.
Our internship programme provides opportunities for talented early-career professionals while ensuring they can financially support themselves as they gain valuable workplace experience. In recognition of this commitment, the programme was named Best Internship Scheme at the PRWeek People & Places Awards 2026.
To learn more about careers at Freshwater, and to view our latest internships and vacancies, visit our careers page.