How The Hygiene Bank raised awareness of hygiene poverty with YouGov

Challenge

The Hygiene Bank wanted to explore the scale and impact of hygiene poverty and highlight lived experiences.

Solution

In 2022 and 2024, YouGov conducted large-scale surveys and in-depth interviews to uncover key insights.

Impact

Findings helped The Hygiene Bank raise awareness, secure media coverage, and drive conversations with partners.

Business challenge

The Hygiene Bank commissioned YouGov to quantify how many people in the UK experience hygiene poverty and understand its impact. The study explored lived experiences and how the issue affects daily life.

In 2024, The Hygiene Bank sought to track changes over time, particularly in the context of the cost of living crisis. The research also examined hygiene poverty’s effect on children specifically, given its wide-ranging consequences on education, health, and wellbeing.

Solution

To meet The Hygiene Bank’s objectives, YouGov designed a multi-method research program, including:

• A nationally representative survey of 2,000 UK adults to establish the incidence and demographic profile of those living in hygiene poverty.
• 8 depth interviews with the Hygiene Bank’s community partners, providing frontline perspectives.
• A survey of 2,000 people experiencing hygiene poverty to understand their experiences, designed to be representative of this group.
• A survey of 2,000 UK adults to gauge wider public awareness and knowledge.
• 13 interviews with individuals experiencing hygiene poverty, capturing personal stories.

A key priority of this study was ensuring respondents felt comfortable and safe when sharing their experiences. Conducting the research online provided greater anonymity than other methods, allowing people to open up more freely about their struggles. Respondents could also opt out of sensitive questions, and support resources were signposted at the end of the survey. YouGov’s qualitative specialists handled all conversations with care and sensitivity, ensuring a respectful and ethical approach. Additionally, through our industry-leading panel, we reached a large, representative sample of 2,000+ people experiencing hygiene poverty in the UK, enabling a deeper understanding of how different demographic groups are impacted..

Business outcomes

The research delivered measurable impact across multiple areas:

• Media reach and awareness: Findings were featured on major media platforms including BBC Breakfast, ITV and Sky News, reaching 40+ million people and generating 2000+ pieces of coverage.
• Partnerships: Insights have been instrumental in sparking discussions with brands, sector peers and organizations seeking to tackle hygiene poverty in the UK.
• Campaign impact: Data-driven storytelling strengthened advocacy efforts, helping The Hygiene Bank demonstrate the real-world impact of hygiene poverty on mental and physical health.
• Strategic messaging: The Hygiene Bank used the findings to refine it’s messaging & communications, helping the public better understand what it means to lack access to basic hygiene essentials.

By combining robust data with real-life experiences, The Hygiene Bank is driving meaningful change in tackling hygiene poverty across the UK.