B&M Proud to Partner with Independent Age in Support of Older People on a Low Income in UK

Discount retailer B&M and Procter & Gamble (P&G) are proud to announce an exciting new partnership with Independent Age, a UK charity dedicated to helping older people facing financial hardship across the nation. Through this meaningful collaboration, B&M and P&G will help fund Independent Age’s work to provide vital advice and support for those in need – helping older people across the UK live with dignity and independence.

A spokesperson for B&M said “B&M is committed to supporting the communities we serve. By partnering with P&G, supporting Independent Age, we’re empowering our customers to make a real difference with every purchase.”

"Independent Age provides vital advice, information, and practical support to help older people live with dignity, independence, and security. B&M’s partnership with the charity reflects the ongoing commitment to giving back."

“Independent Age’s mission is to ensure no older person faces financial hardship. We’re proud to stand alongside them, recognising how living in poverty can impact every aspect of a person’s life, often leading to increased isolation and loneliness, and to help bring comfort, connection, and support to those who need it most.”

From the 19^th October 2025 to 15^th November 2025, B&M shoppers can support the campaign by purchasing selected P&G products in-stores nationwide. For every qualifying pack sold at B&M, P&G will donate 5p to the charity, helping to keep their vital services and resources available to those in need and extend the reach of their important mission.

 

Today, almost 2 million older people in the UK live on an inadequate income, with a further one million just above the poverty line. The high cost-of-living crisis has left many unable to pay for essentials – often forced to choose between heating their homes, eating proper meals, or maintaining social connections. The harsh reality often takes a mental, emotional, and physical toll, leaving older adults vulnerable to isolation, poor health, and deteriorating living conditions.

Independent Age believes that everyone deserves more than just the basics, they deserve the little moments that bring us happiness: a cup of tea with a friend, or quality food on the table. 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.

Thabani, a retired NHS critical care nurse, experienced the staggering effect of climbing costs when she came close to having her home repossessed.

“As a critical care nurse, I felt like I had status in society. I was respected. Now that I’m retired, and despite the benefits, I still owe creditors and depend on a foodbank.”

Thabani reached a point where she could no longer pay the bills or afford to eat three meals a day – the reality for so many across the UK.

It was only when she contacted Independent Age that she was able to live her life fully again.

“Independent Age gave me my dignity back. Without them, I think I’d be homeless.”

Others like Paula also felt the negative effects keenly. After giving Independent Age a call, Paula found that her life changed for the better. She was facing a life of not having enough money to live on and was unable to pay for travel to attend church or to see friends.

“All I had to look forward to was a freezing winter, with no social activities and just enough food to keep me alive. What kind of a life is that? That’s not living, it’s barely existing.”

It was when Paula rang Independent Age that she saw her life transform. An expert advisor helped her access the financial support she was entitled which meant she could enjoy life again and remain connected to her community.

“It’s changed my life. Before, I was struggling to keep my head above water and had to watch every single penny I spent. I’m in a much better place now. My advice to other older people struggling with the cost-of-living is don’t be too proud to ask for help.”

As the cost-of-living crisis continues to impact millions, partnerships like the one between B&M, P&G, and Independent Age are more important than ever. By coming together to support vulnerable older people, we can look to help to ease their burdens and ensure they live with dignity, warmth, and connection. Together, we can try to make a small but meaningful difference.

Joanna Elson CBE, Chief Executive at Independent Age said:

“We’re really excited to be partnering with B&M and P&G on this fantastic initiative. The funds raised through this collaboration will make a real difference, helping Independent Age to continue providing vital support for older people facing financial hardship. Every contribution helps us keep essential services like our free helpline and advice resources running, and strengthens our campaigning work to create lasting change for those living on low incomes in later life.”

Find out more by visiting Independent Age and P&G. Have a great experience to share about the charity? Share with the B&M community over on Facebook, X, and Instagram.