Understanding the impact of cost of living rises on older people

On behalf of Hertfordshire-based charity Small Acts of Kindness, Ipsos conducted a survey and analysis among 496 participants across Hertfordshire and Bedfordshire through feedback forms distributed to those receiving either a Warm in Winter gift bag or a Bag of Kindness during the winter months of October through December 2024.

Small Acts of Kindness is a charity dedicated to making a positive difference by helping to reduce loneliness and isolation for vulnerable and older people, particularly those who are cold in their homes, helping to reduce the associated negative impact on physical and mental wellbeing that being cold brings.

From October 2024, the ‘Warm in Winter’ bags and ‘Bags of Kindness’ were distributed to nominated older and vulnerable residents across Hertfordshire and Bedfordshire. Each bag contained a variety of items designed to provide comfort and support during the winter, including warm clothing, blankets, drinks, and a ‘Purple Pages Information Pack’ signposting recipients to essential information, advice and support. Bag recipients are nominated by those in their community, and the contents are provided through sponsorship and funding to Small Acts of Kindness. Bags are gifted free of charge to recipients.

Each bag distributed between October 2024 and December 2024 contained a paper questionnaire and recipients were asked to complete and return the questionnaire to Ipsos. Many recipients expressed positive feelings about receiving the bags. Coupled with this, there were mentions of the impact of the rising cost of living on the day-to-day choices of respondents. 

Key findings from the feedback forms include:

• More than two-fifths (45%) of respondents receiving the “warm at winter” or “bags of kindness” found all or several of the gifts contained within them useful (45%). Among the useful items highlighted were blankets (19%), information pack (16%), food items (14%), socks or slippers (11%) and gloves (10%).
• When asked how receiving this gift made them feel, many respondents expressed positive emotions. 43% provided descriptions relating to a feeling of being uplifted and pleased, 25% pointed to the fact that the gift was unexpected or a surprise. A fifth (20%) expressed feeling a connection or being thought of, and a similar proportion (19%) expressed how grateful and appreciative they felt.
• Nearly 9 in 10 (89%) found the Purple Pages Information Pack useful, consistent with 2023 results (x%).
• A vast majority (95%) believed it important that organisations and charities produce printed information for their customers or people they deal with
• The increase in the cost of living has had an impact on respondents heating (76%) and the food they buy (64%).
• Feelings of isolation were reported by 64% of respondents, with 51% feeling isolated "some" of the time, 11% "most" of the time, and 2% "all" of the time.
• Twice as many respondents agreed (65%) than disagreed (31%) that "the TV is their main source of company."
• Respondents are more likely to be worried (72%), than not (24%) about the changes as to who receives the Winter Fuel Payment three fifths (57%) expect this to have an negative impact on them.
• Approaching three-quarter or respondents are worried (72%) about changes as to who received the Winter Fuel Payment, compared to those who are not (24%). Over half (57%) expect these changes to have a negative impact on them.

We are hugely grateful to the team at Ipsos for undertaking this survey. Their time and expertise in creating our feedback cards and analysing the data has been transformational for us as an organisation. To be able to understand the impact our gift bags have, as well as the issues individuals are facing, means we can provide the most appropriate support to those in need.”

Lynne Misner, CEO of Small Acts of Kindness

The success of the Small Acts of Kindness initiatives underscores the importance of simple acts of generosity in fostering a sense of community and well-being, particularly among older and vulnerable populations. Small Acts of Kindness remains dedicated to these campaigns to continue creating a positive impact.
Ipsos in the UK funded this research on behalf of Small Acts to Kindness through their Responding Responsibly CSR days, providing the design and setup of the survey, questionnaire design, and analysis, for their ‘Warm in Winter’ and ‘Bags of Kindness’ campaigns in Winter 2024. These initiatives primarily support older residents in Hertfordshire and Bedfordshire.

For more information, contact Kendra Jones, UK Head of Client Success, Channel Performance, Ipsos ([email protected]) or Lynne Misner, CEO & Founder, Small Acts of Kindness ([email protected]).

Technical Note

On behalf of Small Acts of Kindness, Ipsos carried out a survey among 546 participants who had received a “Warm in Winter” or a “Bag of Kindness” bag between October and December 2024. Given the sensitive nature of the questionnaire, respondents were not required to answer all of the questions. Whilst 596 questionnaires were returned, 50 opted out of being included in the analysis and analysis of data are based on 496 respondents. Recipients of these bags are nominated by those in their community. Each gift bag contained a paper questionnaire which participants were asked to complete and return to Ipsos in the pre-paid envelope provided. This survey was funded by Ipsos as part of their “Responding responsibly” initiative and Ipsos was responsible for the set-up of the survey, questionnaire design and the analysis and reporting of the survey results.