Helen, a Calgarian mother of two and grandmother of three, never imagined she’d face poverty. Until recently, she had a stable job and a comfortable life. But with Calgary’s rising cost of living, everything changed.
“It’s been overwhelming,” Helen says. “I never thought this would be me.”
Her story reflects a growing trend in Calgary, where poverty is no longer just about homelessness or unemployment. The soaring cost of essentials—from housing to groceries—has pushed once-stable families into financial hardship. Helen could be your neighbor unsure how to ask for help, your friend quietly skipping social gatherings, or a parent working two jobs instead of enjoying retirement.
The Growing Crisis in Calgary
Calgary now has the highest basic living costs in Canada, surpassing cities like Vancouver and Toronto. According to Calgary Foundation’s 2024 Quality of Life Report, 78% of renters have had to make sacrifices—like cutting back on food or entertainment—just to keep up with rent. Nearly 8 out of 10 Calgarians don’t feel safe walking alone at night, yet many work night shifts because they have no other job options.
Inflation has driven up food prices, resulting in widespread food insecurity. Four in 10 parents report skipping meals to ensure their children have enough to eat. Helen, once a homeowner, now rents a small apartment, but even with careful budgeting, she finds it difficult to make ends meet. “Some days, I have to choose between paying the electricity bill or buying groceries,” she admits.
A Growing Number of Families in Need
Helen’s story isn’t unique. Across Calgary, more families like hers are quietly slipping into poverty. People who once lived securely are now struggling, often for the first time in their lives. Poverty’s face has changed—it’s not just homelessness anymore; it’s everyday people working hard but still falling short due to rising costs and inflation.
“It’s hard to ask for help when you’ve never needed it before,” says Helen. “But when you have kids, you do whatever it takes.”
Organizations like WINS (Women In Need Society) are feeling immense pressure. This year alone, WINS has seen a 37% increase in demand for basic needs support. Families, professionals, and seniors—many seeking help for the first time—are turning to organizations like WINS to get by.
You Can Be a Lifeline to Those in Need
You have the power to make a difference, even in small but meaningful ways. As demand for support surges, donations, and financial contributions are at an all-time low. This growing gap between rising needs and limited resources is putting immense pressure on organizations like WINS to continue providing essential services. Your support ensures that WINS can keep offering:
Basic Needs Support: Affordable clothing, household essentials, and other goods through our thrift stores.
Emotional Support: One-on-one programs and community connections that offer emotional relief.
Employment Training: Job readiness programs that help individuals regain stability and financial independence.
How YOU Can Help
Making a difference is easy. From today until October 19, shop at any of WINS' 8 Thrift Store locations, including the new Glenbrook and Manchester stores, and direct your purchase toward a cause closest to your heart—basic needs, emotional support, or employment training. You can also add a cash donation at checkout, ensuring every dollar supports local families in need.
Prefer to make a direct contribution? Visit our website to donate online and choose the cause you wish to support. Every little bit helps families like Helen’s get back on their feet.
The New Face of Poverty Campaign
As part of its ongoing commitment to the Calgary community, WINS has launched the New Face of Poverty Campaign, which highlights the evolving nature of poverty and provides essential resources for those affected. To learn more or to get involved, visit winsyyc.ca/new-face-of-poverty