Community
Younger generations more ‘self concious’
NEW RESEARCH conducted by Weight Watchers has revealed that modern Welsh women are considerably less confident than their mothers were at the same age.
As part of the survey, Weight Watchers questioned over 2,000 women across the UK and in Wales.
Weight Watchers state that today’s young Welsh women are ‘losing out in the self-confidence generation game’, as their survey results have exposed the fact that over two thirds of Welsh women aged between 18 and 30 do not currently consider themselves to be confident.
Whilst 62% of Welsh women, more than the national average of 58%, feel their body is the area they are least confident about, research also revealed that the older generations of women are twice as positive about themselves as the younger generation, with less than 7% of Welsh 18 to 30 year-olds feeling confident in their bodies at all.
Weight Watchers say that although young women today enjoy considerably more freedom and equality both in their careers and relationships than previous generations, they are more lacking in confidence and self-esteem compared to older women when they were the same age.
In a cross generational study conducted by Weight Watchers, it was revealed that the younger women asked had 50% less positive thoughts about themselves a day compared to their mothers’ generation, alongside a third more negative thoughts per day.
For Welsh women, there was a strong correlation between body confidence and the women’s overall happiness. 20% of women aged between 50 and 65 reported having body confidence in their thirties, with 74% of these women agreeing that they currently felt happy in themselves.
Sadly, less than 10% of today’s 30-year-olds felt that they were happy in their appearance, with only 66% feeling happy in themselves overall.
This evidence was further supported by the result that young women place more than four times more emphasis on physical improvement by working on their health and fitness (59%), but only 5% of these women answered that they were happy about their body.
Nearly half of the women surveyed stated that their body was the area of their life they currently felt most unhappy about.
Commenting on the findings of the Weight Watchers research, Dr Katy Tapper, Senior Lecturer in Psychology at City University London, said: “It is unsurprising that these findings indicate young women today are feeling far less confident in their bodies than the older generation did at the same age.
“The UK is seeing rising rates of obesity in young women which can contribute to decreased body confidence and lead to lower mood levels.”
However, it was reported that young women had higher degrees of confidence in their relationships and professional capabilities than their mother’s generation did at their age. 58% of the older women survey agreed that today’s young women are much more empowered than they were at the same age.
However, 55% of the older generation concurred that the pressure to look good is more prevalent today, which could potentially be a consequence of the rise of the selfie. They said that this is likely due to the perceived confidence that results from the current social media climate of confidence building through curated photographic representations of the self.
The older generations were more likely to be pleased with how they look in the mirror (38%), be proud of something they had accomplished during the day (21%) or walk down the street feeling good about themselves when they were the same age (75%).
Zoe Griffiths, Head of Public Health and Programme at Weight Watchers, remarked on the survey results, saying: “It is clear that women today are far harder on themselves in all aspects of life than their mothers’ generation was. From careers and relationships to the way they look, women today are pushing themselves to exceed in every way.
“This is a trend can have a huge impact on young women’s confidence which is why at Weight Watchers, we believe it is incredibly important for women to build a strong and positive relationship with body and mind.
“We want to empower women to focus on building greater self-belief to achieve positive change.”
This researched has been conducted by Weight Watchers as a part of #WomanKind, a nationwide campaign that explores why modern women are unkind to themselves and how they can counter this cultural habit, to make healthier choices by focusing on building greater selfbelief to build better relationships with themselves.
Community
Flood Alert issued for Pembrokeshire coast as weather conditions worsen
Natural Resources Wales (NRW) has issued a Flood Alert for the Pembrokeshire coastfollowing rising water levels. The alert, which affects areas between St Dogmaels, Cardigan and Amroth, warns that flooding is possible in the region due to adverse weather conditions and high tides.
The alert was issued at 12:53 PM today (Apr 4), urging local residents to be prepared for potential flooding in the coming hours.
Key Advice for Residents
As the flood risk increases, NRW has shared crucial advice to help people stay safe:
- Prepare a flood plan: If you have one, now is the time to follow it.
- Protect valuables: Residents should move important items, such as documents and sentimental belongings, to higher ground or safer locations.
- Stay alert and pack an emergency kit: Ensure your phone is charged, and pack essential items like medications, chargers, insurance documents, and warm clothing in case you need to evacuate quickly.
- Check on vulnerable individuals: Ensure that children, elderly relatives, and pets are safe, with a plan for their evacuation if necessary.
Avoid Floodwater at All Costs
NRW is also stressing the importance of avoiding floodwater, as even shallow levels of water can be extremely dangerous. As little as 30 cm (1 foot) of floodwater can sweep away a car, and 15 cm (6 inches) can knock you off your feet.
Authorities are urging everyone to never walk or drive through flooded areas.
How to Stay Updated
Residents are advised to stay informed through NRW’s website, where they can track water levels and access real-time updates. The agency also recommends checking its social media accounts for the latest information.
For more detailed information or if you need assistance, call Floodline at 0345 988 1188 (quick dial number: 503013).
For More Information:
- Flood Warning Details: Flood Warning Page
- Check River and Rainfall Levels: River Levels
- Floodline: 0345 988 1188
Follow NRW on Twitter: @NatResWales
Image: Herald file photo
Business
Harbwr Brewery plans for Saundersfoot Old Chemist pub
A FORMER Pembrokeshire county councillor who owns many hostelries in the county has submitted plans to the national park to rejuvenate a “tired” seaside pub.
In an application to Pembrokeshire Coast National Park, Mike Evans of Harbwr Brewery, a former county councillor and national park authority member, seeks a partly retrospective permission for works at the Old Chemist Inn, The Strand, Saundersfoot.
The works include proposed internal alterations to the basement and ground floor, a new rear balcony area to replace the existing one, improvements to front façade, a change of use of shop space to food/drink, and installation of seating booths in the rear garden.
It says the changes proposed will increase the number of staff employed to 15 full time and 10 part-time.
No objections to the proposal were raised by local community council Saundersfoot.
A supporting statement through agent David J P Morgan RIBA Architect, says the 19th Century pub “has endured many alterations during its lifetime and at present it needs improvements to echo the recent upgrading of the village, both in the general tourism support facilities, as well as the new innovative harbour development,” with the appearance and interior facilities “tired” and needing “works both inside and outside to enable the inn to achieve and provide the high levels of cuisine and facilities now expected”.
It says: “The Inn has been purchased by a local company who have a number of establishments within Saundersfoot and Tenby. The company is owned by local people, they use local produce, they employ local labour and work actively with local communities to achieve the high standards expected.
“The proposals include internal alterations to the internal layout of basement and ground floor which will improve bar, kitchen and food facilities and allow a much more varied menu including lots of local produce and locally caught seafood dishes. New toilet facilities will be provided on both levels to cater for the increase in visitors to the Inn.”
It adds: “The applicant has recently purchased the small retail unit on the ground floor. This was a single room, situated in between the two entrances into the Inn and with its own entrance door from the street.
“The current proposals include integrating this unit into the public house bar area and consequently the application includes a change of use from retail to the serving of food and drink.”
It goes on to say: “The rear ‘beer garden’ will be improved to allow more space and comfortable seating areas.
“The applicant is well known for the extensive use of external plotted plants in open areas at their establishments and the garden area will give the opportunity of using such to soften the garden area whilst giving greater habitat opportunities for birds and insects.”
There were initial objections from the Park’s buildings conservation officer to some of the parts of the design, a 2025 application being withdrawn early that year; amended plans being later submitted.
The application will be considered by park planners at a later date.
Business
Calls for award-winning Pembrokeshire sauna to be permanent
CALLS to allow the permanent siting of an award-winning Pembrokeshire seaside village outdoor sauna, which has been featured in the national press, have been submitted to the national park.
Back in June 2024, a temporary two-year permission for a mobile wood-fired sauna at Saundersfoot harbour was granted by Pembrokeshire Coast National Park’s development management committee.
Since then, a further application by Kerry Evans of Hwyl Outdoor Sauna to make the siting permanent has been submitted to national park planners.
A supporting statement says, since its introduction the sauna has “become a popular and valued amenity for both residents and visitors, offering a space focussed on health, wellbeing and community connection”.
It went on to say: “The overall sentiment within the village has been strongly supportive, with many residents recognising the sauna as a valuable asset that enhances the amenities in Saundersfoot,” adding: “Hwyl Outdoor Sauna has received positive attention in regional and national press helping to promote Saundersfoot as a destination for coastal wellbeing and outdoor experiences.
“Media coverage has highlighted the sauna as an example of the increasing popularity of sea swimming and sauna culture around the UK coastline.
“Hwyl Outdoor Sauna has been featured in two books on the best saunas in the UK.
“The business has also been recognised through tourism and hospitality awards, further demonstrating the quality of the experience provided and the positive contribution it makes to the local visitor offer.”

Back in February, the business, set up by former superyacht worker and mum-of-two Kerry won Sauna of the Year 2026/27 at the Wales Prestige Awards.
At the time Kerry said: “I could not be more proud of what I have achieved with Hwyl. I am so grateful to my wonderful team, who have made this journey not only possible but genuinely so much fun.”
Kerry ploughed a legacy from her beloved late father into the venture of a Pembrokeshire seafront sauna.
The application for allowing the sauna to be permanent added: “Through the Welsh Government I have been able to secure the funds to install a cold-water shower on Saundersfoot Harbour, which will be open year-round. This will be achieved via Hywel Outdoor Sauna and a weather proofing fund, from the Welsh Government. This facility has also a GoFundMe to raise the remaining costs.”
It concludes: “Hwyl Outdoor Sauna has established itself as a valued wellbeing facility that benefits both residents and visitors. It enhances the amenities available in Saundersfoot, supports the local economy by encouraging additional visitor activity, and contributes positively to the community through charitable support and engagement.
“The permanent siting of the sauna would allow this successful local small business to continue operating and provide these benefits to the village in a stable and sustainable way.”
The application for a permanent facility will be considered by park planners at a later date.
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