Independent Age, the only national charity focused solely on supporting older people facing financial hardship has unveiled plans for the next phase of its work to tackle poverty in later life, with the launch of a new strategy for 2027– 2030 and a refreshed brand.
The strategy and new logo, with the tagline: “Let’s end financial hardship in later life”, reflects Independent Age’s bold ambition to ensure that all older people on low incomes can afford to live well with dignity.
The new logo puts the mission front and centre and is both a promise and a rallying call inviting everyone – supporters, partners, policymakers, and older people themselves, to be part of making it happen.
Joanna Elson CBE, Chief Executive of Independent Age, said: “Over the past three years since our refocus, we have learned a huge amount about what works for older people experiencing financial hardship.
“We have learned the importance of listening to people and understanding the reality of their lives, providing practical support that makes a tangible difference, and helping people access the money and support they are entitled to.
“But it is also clear that we cannot advise our way out of a systemic problem. If systems are too difficult to navigate, support is insufficient or essential costs remain unaffordable, individual advice can only go so far. That’s where our campaigning for change plays a vital role. All of this learning is shaping our next strategy and is reflected in the new bold, assertive and uncompromising brand.
“We will continue to stand with older people in financial hardship, offering urgent help today, and shaping a fairer, more secure tomorrow. Together, let’s end financial hardship in later life.”
Independent Age’s new strategy builds on knowledge gained through three years of focused work to tackle poverty in later life, after refocusing in 2023 to become the UK’s only national charity dedicated to ending financial hardship among older people. This includes helping people over and approaching State Pension age, understand and access support they may be entitled to.
By listening to older people on low incomes and refining its work to address the factors driving poverty, Independent Age has developed a deeper understanding of the practical and systemic challenges people face when trying to make ends meet – from sharply rising energy, food and housing costs, to overly complex eligibility and application processes to unlock state help. These real-world insights have helped shape the charity’s new strategy.
From 2027, Independent Age will focus its work on three areas fundamental to achieving financial security in later life for older people facing financial hardship:
- Income: improving financial entitlements and increasing income so that older people experiencing financial hardship have enough money to live on.
- Costs: making essential living costs more affordable and helping older people access the reductions and support available to them.
- Housing: improving access to affordable, suitable housing that meets the needs of older people on low incomes.
The new strategy and brand represent a clearer, bolder voice, and the values that have driven Independent Age for more than a century and a half – which are still at its core. Excitingly, the new brand now better reflects the bold and uncompromising ambition of the 2027 strategy.
Independent Age will continue to provide direct services to older people, give grants to community organisations, and use evidence from both areas of work to campaign for system change, but with a sharpened focus and accelerated pace, to reflect the urgent need to halt the rise in pensioner poverty.
There are currently 1.7 million older people in the UK living below the poverty line, with a further million living just above it. Independent Age’s research unveils that without significant change, by 2040, the number of older people in poverty could reach 3.9 million, or almost one in four (23%).
The new brand and strategy are set to be launched at an event tomorrow, 6 October 2026, held at the Pension Insurance Corporation Offices in London.
Derrick Evans MBE widely known as ‘Mr Motivator’, who will be guest speaker at the event said: “I know first-hand how difficult the reality of financial insecurity can be. No one should have to choose between whether they heat their homes or eat a proper meal and the older people in our country should be able to afford to live securely and with dignity. That’s why I’m delighted to join Independent Age’s mission to end financial hardship in later life.”
Independent Age Ambassador Thabani Sithole, 77, speaks for many older people on low incomes struggling to make ends meet who received life-changing help from Independent Age.
She said: “I was trying to pay the bills with just my State Pension and didn’t know how to make ends meet. The house was very cold – I was wearing extra clothes and covering myself in blankets. Even having a coffee out was beyond my reach.
“I was so happy when I received the letter from the government saying I was entitled to an extra £800 per month. It was a big relief. Independent Age gave me my dignity back. Without them, I think I’d be homeless.”
