Attitudes to Ageing

Attitudes to ageing are fundamental to ageing well. This theme brings together useful resources, thinking and activity to promote better attitudes and opportunities for older people to be valued, heard and able to participate in an age friendly society.

A Message from the Chair

Gillian Peel, Age UK Darlington

Gillian Peel, Age UK Darlington

Negative and out of date attitudes towards older people not only impact older people and prevent progress in policy and practice in a number of areas. They also mean society misses out on the huge potential older people have to offer and rely on arbitrary numbers and stereotypes to judge when a person is ‘old’.

I am delighted to chair the Alliance Working Group working to improve attitudes to ageing which influence how older people are treated. Our members want to work in partnership to promote positive attitudes to ageing and continue to identify specific areas of work we might take forward together.You can find out more about what we’re doing and who’s involved below.


Current Focus

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Our current focus is on media attitudes.  Media has a unique role in reflecting and challenging society’s attitudes to ageing and it provides a useful lens to look at issues and solutions.

There are no easy answers but we have made good progress in gathering the evidence about why attitudes to ageing matter.  In September 2012, we worked with the UK Advisory Forum on Ageing (UKAFA) to deliver an interactive event with older people and media professionals to explore the issues and possible solutions.  We plan to produce a guide on ageing and the media, promoting awareness and a positive narrative on ageing society.

Adapting our public narrative is crucial to making the most of an ageing population.  Changing life course patterns and an ageing society make it important to allow flexibility and enable people to study, work, relax, care for and share skills with others in a much more fluid way than before. We want to promote positive attitudes to ageing – throughout the lifecourse – and show how taking a glass half full approach is beneficial for individuals, communities, businesses and the economy.


Popular Resources

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Latest Thinking

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Media needs to show positive side of ageing.

Steve Smith, Public Affairs Manager (England),  Royal Voluntary Service writes … It was revealed recently that ITV executive Peter Fincham believes that it’s the older age group who drive television viewing figures and programming should reflect that fact. Fifty four per cent of BBC1 Viewers are over the age of 55 and BBC2’s older audience […]