B&M, P&G and Independent Age Proud to Relaunch Partnership with National Fundraising Campaign

B&M are proud to announce the return of its partnership with Proctor & Gamble (P&G) and national charity Independent Age, as the three organisations launch a renewed fundraising campaign to support older people facing financial hardship across the UK.

The relaunch aims to build on the success of the previous campaign, with all three partners committed to making an even greater impact in 2026. Last year’s initiative raised significant funds and helped spread awareness of the increasing challenges older people are facing as a result of the rising cost of living,

The 2026 campaign, Every Clean Counts, will launch on 21^st March 2026 and run for four weeks. It will be rolled out across 600 B&M stores nationwide, with dedicated store displays highlighting selected P&G household products.

As part of the initiative, 5p from every participating product sold will be donated to Independent Age. The funds raised will go towards the charity’s vital advice, information, and support services for older people on low incomes who are struggling to make ends meet.

Joanna Elso 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.”

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 B&M spokesperson 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 us through their everyday purchases.”

By combining everyday shopping with charitable giving, the campaign aims to make it easy for customers to contribute while helping to drive meaningful change at a national level.