With the population demographic changing, there's now a huge chance for the next government to create a society where we all have the opportunity to age well and enjoy our later lives.
On International Day of Older Persons, mayors and council leaders across the UK have pledged to tackle ageism
Why Howard is #AgeProud
"I think I’m quite assertive despite experiencing a sense of being on the margins of mainstream society, I am determined to be me."
Why Pete is #AgeProud
"I don’t think to myself, I can’t do that, I can’t do this. It’s the photographic background, I look at things all the time and I can’t help but do it."
Why Ron is #AgeProud
"I went back to college to do an HNC in management but I couldn't get a job. I think that’s to do with age."
Why Fatima is #AgeProud
"Bangladeshi ladies, the same age as me, are not thinking in my way at all. People don’t like to change, they are just traditional."
Why Sue is #AgeProud
"I think it’s just a sense of packing in as much as possible ‘cos the older you get, the more aware you are of mortality at the end of it."
Tackling ageism
We want to shift public attitudes to ageing and stamp out ageism.
Our new research project with ComRes and Equally Ours aims to better understand how ageing is portrayed in the media, on social media and in public policy.
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