Let's Change How We Age
Published on 25 October 2024 12:10 PM
Age UK announces its new brand refresh and campaign 'Let's Change How We Age,' bringing a new strapline to all local partners so that together we can change attitudes towards ageing.
We have some big news to share at Age UK Plymouth! After a lot of reflecting and planning, Age UK has launched a refreshed brand that speaks to what we're all about - and we are delighted to share it with you.
Over the past year, Age UK National held 35 focus groups and dozens of conversations with older people, staff, volunteers and members of the community to get to the heart of how they all felt about ageing.
Age UK also points out the irony of the fact that while our population is rapidly ageing, ageism remains rife. Shockingly, a third of people aged 65+ and almost a quarter of people aged 50 to 64 say they have experienced ageism. This is equivalent to 6.1 million people aged 50+ saying they have had experiences ranging from being treated with less respect, to being threatened.
Regional breakdown of Age UK's research found:
| Findings | North East | North West | Yorkshire and the Humber | East Midlands | West Midlands | East of England | London | South East | South West |
| Percentage of over 50s who say they have been discriminated against due to their age | 28 | 30 | 30 | 29 | 25 | 29 | 26 | 31 | 26 |
| Number of over 50s who say they have been discriminated against due to their age | 310,000 | 860,000 | 640,000 | 570,000 | 570,000 | 730,000 | 680,000 | 1,140,000 | 640,000 |
| Of those who say they have been discriminated against due to their age: | |||||||||
| Percentage who say they have been treated with less courtesy and respect | 84 | 83 | 92 | 91 | 89 | 85 | 92 | 91 | 89 |
| Number of people who say they have been treated with less courtesy and respect | 260,000 | 710,000 | 590,000 | 520,000 | 510,000 | 620,000 | 630,000 | 1,040,000 | 570,000 |
| Percentage who say they have been threatened or harassed | 27 | 48 | 42 | 47 | 43 | 34 | 43 | 42 | 40 |
| Number who say they have been threatened or harassed | 840,000 | 410,000 | 270,000 | 270,000 | 240,000 | 250,000 | 290,000 | 470,000 | 260,000 |
| Percentage of women over 50 who say they have been discriminated against due to their sex | 10 | 18 | 12 | 13 | 16 | 21 | 21 | 18 | 13 |
| Number of women over 50 who say they have been discriminated against due to their sex | 58,000 | 270,000 | 130,000 | 140,000 | 190,000 | 280,000 | 280,000 | 350,000 | 170,000 |
Age UK's reports also shows just how wide off the mark public attitudes often are as regards to how affluent the older population is today. Significant reductions in pensioner poverty until the early 2010s have given way to a creeping increase, despite policies such as the pensions triple lock, with the result that there are now 1.9 million pensioners in poverty.
Age UK believes that as a country we aren't making the most of the great national asset that an older population provides. It is estimated that by 2040 more than 40% of us will be aged over 50 and more than five million of us will be aged 80+.
The analysis and other work Age UK has carried out in the development of its new strategy has led to the conclusion that not only ageism is widespread, but also that many of us are reluctant to contemplate the realities of getting older for our own lives.
A New Campaign: Let's Change How We Age
Our new tag line says it all: 'Let's Change How We Age'. Every day, many older people across the country face serious struggles, whether it's isolation, making ends meet financially or finding the support they need. This brand refresh focuses on three big goals:
- Changing attitudes to ageing
- Addressing poverty and inequalities
- Ensuring health and care needs are met
Along with our new strapline, Age UK have introduced a new thought provoking new catchphrase 'Why do we look after old objects, not older people?'. As a society, we protect and display old objects from antiques to fine art - yet when it comes to older people, it can sometimes be easy to forget to show that same appreciation.
Check out Age UK's brand new film featuring actor Richard Durden. This will now feature across TV, cinema and social media in the coming weeks.
At Age UK Plymouth, we are excited to bring our new message home to our community. This campaign allows us to engage the city in rethinking how we view and support our older generations. We've seen too many older people forced to make incredibly difficult decisions between heating or eating due to the ongoing cost of living crisis, waiting for vital healthcare or enduring loneliness.
This brand refresh is an incentive to stay optimistic about the future. Locally, we are committed to making sure older people in Plymouth are valued, appreciated and included.
Want to find out more about Age UK's new campaign? Click HERE to read all about their brand strategy and more insightful findings across the country.
Age UK Plymouth's Christmas Campaign 2024: It Won't Be Lonely This Christmas
Tying in with the launch of our new strapline - this week, we have launched our 2024 Christmas Campaign 'It Won't Be Lonely This Christmas'. This being our biggest fundraiser of the year - we are calling on the generous support of our Plymouth community to help us provide hot Christmas meals, some festive companionship and joyful Christmas parties for over 50s, those living with dementia and their carers in Plymouth.
It Won't Be Lonely This Christmas
Support Age UK Plymouth's 2024 Christmas Campaign and help us beat loneliness and isolation for older people in Plymouth, this Christmas.