How corporations rebrand poverty

The other week, when I was shopping in Margate, I saw a number of posters from Boots urging support for its campaign against ‘hygiene poverty’. Barely aware of the term, I looked it up online and was soon presented by claims that much of Britain is gripped by a crisis of personal neglect because of penury. According to the charity In Kind Direct, more than a third of people have either had to cut down on their hygiene essentials or go without them completely due to lack of money. The same charity warns that 43 per cent of parents of primary schoolchildren have had to ‘forgo basic hygiene or cleaning products’ because of the cost.

These figures sound terrifying but do they bear any relationship to the reality of modern life in our country? As someone who lives in Thanet, which has the second highest level of child poverty in the south of England, I am only too aware of real deprivation.