B&M and P&G Relaunch Nationwide Campaign with Independent Age in Support of Older People Facing Financial Hardship

Following the positive response from customers and colleagues alike, B&M has once again joined forces with Procter & Gamble (P&G) to continue their impactful partnership with the national charity Independent Age – bringing much needed support to older people facing financial hardship across the UK. All three partners are proud to be renewing the partnership in 2026, with ambitions to make an even greater impact.

Launching on 21^st March 2026 and running for four weeks, the ‘Every Clean Counts’ campaign will see dedicated in-store displays rolled out across 600 B&M stores nationwide. For every participating P&G household essential sold, 5p will be donated to Independent Age to help fund it vital advice, information, and support services.

Building on the success of last year’s campaign, this renewed initiative highlights a shared commitment to making a real difference in communities nationwide. By raising significant funds and awareness of the challenges older people on a low income are facing, this campaign aims to provide essential support where it’s needed most.

Independent Age provides help for older people nationwide who need financial assistance and independence as the cost-of-living crisis is rising. Through their free helpline, expert advisors, and grant programme, the charity helps older people boost their income, reduce costs, and access suitable housing. They also campaign to raise awareness and drive change for those facing financial hardship in later life.

Joanna Elson CBE, Chief Executive at Independent Age said:

“We’re really excited to be partnering once again with B&M and P&G on this fantastic initiative. Sadly, we hear every day from people in later life whose budgets are stretched to breaking point, and they are cutting back on everyday essentials like heating, water, and food as a result. By purchasing their own everyday essentials, B&M customers can help us to continue to provide life-changing information and advice to older people in financial hardship and strengthen our campaigning work to create lasting change for all of us as we age.”

The necessity of this campaign is highlighted by the people Independent Age supports every day. Across the UK, rising living costs are forcing many older people to make difficult decisions about essentials such as heating and food, with serious impacts on health and wellbeing.

Yvonne, who turned to the charity for help, commented:

“I lost 12 kilos during the cost-of-living-crisis. I cut down from three meals a day to just one. Once I’ve paid my rent and all the bills, I often have noting left over. Tings are a little easier now. I try and let others know about the Independent Age Helpline so they can get the financial support they’re entitled to.”

There are currently two million older people living in poverty in the UK, with millions more at risk. At the same time, around 1.2 million older people are not receiving Pension Credit despite being eligible.

In 2025 alone, Independent Age responded to more than 20,000 calls, emails, and webchats, and identified over £6.5 million in financial support that wasn’t reaching eligible older people. This makes partnerships like the one between B&M, P&G, and Independent Age more important than ever.

A spokesperson for B&M said:

“B&M is committed to supporting the communities we serve. By Partnering with P&G and supporting Independent Age, we’re giving our customers the opportunity to make a real difference with everyday purchases.

 

Shoppers can support the campaign by purchasing selected P&G products, including:

• Febreze 3Volution Plug-In Refill – Spring Awakening / Cotton Fresh 

• Febreze Bathroom Air Freshener – Spring Awakening / Cotton Fresh

• Fairy Platinum Plus Anti Dull Dishwasher Tablets 40pk 

• Fairy Max Power Washing Up Liquid 730ml – Original 

• Flash Spray Wipe Done 800ml – Kitchen

 

Independent Age provides free, impartial advice to help older people boost their income, reduce costs, and access the support they’re entitled to. Together, B&M, P&G, and Independent Age hope to raise vital funds and awareness, helping older people across the UK live well with dignity and independence.

For anyone needing support, the Independent Age Helpline offers free, confidential advice for older people, their families and carers. Call 0800 319 6789 Monday to Friday, 8.30am–5.30pm or visit www.independentage.org for more information.