DISCOUNT retailer B&M has renewed its partnership with Procter & Gamble (P&G) and national charity Independent Age for a nationwide spring fundraising campaign supporting older people facing financial hardship across the UK.

Launching on 21st 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 per pack* will be donated to Independent Age to help fund its vital advice, information and support services.

The initiative builds on the success of last year’s campaign, which raised significant funds and awareness of the challenges older people on a low income are facing. Following the positive response from customers and colleagues alike, all three partners are proud to be renewing the collaboration in 2026, with ambitions to make an even greater impact.

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. 

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.

Independent Age’s mission is to ensure no older person faces financial hardship alone. We’re proud to support their work helping older people across the UK access advice, support and vital services.”

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.

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.

Thabani who reached out to the charity for support: “We had so many problems – where to get food from, how to pay the bills and paying our mortgage too. When a phone the Independent Age Helpline I didn’t know what to expect, but they were so lovely. They listened to me, didn’t judge and understood as I explained why I couldn’t work.

“They told me I was eligible for Pension Credit, Attendance Allowance and Council Tax Reduction. I can’t tell you how happy I was when I received the letter from the government saying I was entitled to an extra £800 per month. The Pension Credit and Attendance Allowance have really allowed us to keep our roof above our heads.”

Yvonne, who also turned to the charity for help, added: “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 nothing left over. Things 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”

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 40
• 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.