The Big Issue Group has launched the Big Futures campaign, which is calling on the government to break the cycle of poverty and create long-term solutions to protect future generations.

The campaign is part of the Big Issue’s extensive re-brand and new five-year strategy which it announced earlier this year as it looks to address the growing socio-economic issues caused by the ongoing cost-of-living crisis.

Currently, 14.5m people (more than one in five people) in the UK live in poverty, with this number predicted to rise to 15.6m by next year.

Big Futures is talking directly to the new government, calling on it to set out a plan and introduce long-term, prevention-focused policies to deal with the root causes of poverty, as well as introducing the crucial emergency measures needed to ease the current cost-of-living crisis.

To receive more marketing news just like this
subscribe to our FREE daily newsletter

The campaign is being supported by several high-profile individuals and organisations, who have signed an open letter to the new prime minister Rishi Sunak, demanding the government takes immediate action on the housing crisis, low wages and the climate crisis.

The supporters of the open letter – who believe dealing with these issues will help the UK protect the environmental, social, economic and cultural wellbeing of future generations – include Jack Monroe, Kwajo Tweneboa, Lord Jeffrey Archer, Lord David Blunkett, Fuel Poverty Action, the National Education Union, Women’s Budget Group, Carnegie UK, British Medical Association and many more.

Big Issue Group founder and crossbench peer, Lord John Bird, said: “Young people and future generations deserve a fair shot at life. Together, we can build a better future. If you didn’t sign up to an uncertain future for all, sign up to our campaign and open letter today.”