Attitudes to ageing
We want to shift negative attitudes to ageing and the demographic age shift.
We are working to develop a more positive, realistic narrative around ageing that will help to shift attitudes.
The fact the UK is enjoying much longer lives offers great opportunity for individuals and wider society. But the way society talks about older people, growing old and ageing is often negative and based on outdated stereotypes.
We’re working with market researchers Savanta ComRes, and equality and human rights charity Equally Ours to examine how ageing and demographic changes are talked about in society, with the aim of shifting to a new, more positive narrative.
This research is a first crucial step in tackling prejudice towards older people and the perceived negativity surrounding the ageing process. It will help guide different sectors and organisations whose work relates to ageing including charities, government and the media.