Comprehensive study shows society needs to update its perception of older people
The New Ageing Index 2024 – a new study undertaken by global home care company, Home Instead, shows older adults are living more active and healthy lives, but are marginalized by ageist stereotypes. The global home care company surveyed more than 1,000 people across all ages and to get an insight into what it means to age in Britain in 2024 and to see how aging is perceived more widely.
Key Takeaways:
Ageism is rampant:
More than a third (35%) believe that being old is like being “cancelled.” This rises to 43 per cent of women women over 75, and frequently leads to a sense of isolation and loneliness.
60% of older people feel ignored by fashion brands, while 44% said they would love to wear more fashionable clothes if they were marketed to them
More than half feeling that tv, cinema and music is rarely, if ever, aimed at them.
Wellness is aspirational:
Nine out of ten older adults (89%) over 75 want to stay active and focus on their wellbeing.
58% feel they are not encouraged to be physically active or play sports.
66% believe diet and exercise will slow aging.
Sex in later life is alive and well:
60% want to stay sexually active.
42% over 75 said they would be happy to start dating if they found themselves alone.
Martin Jones, Home Instead CEO, says society needs to update the perception of older adults: “The image we may have of retirees whose horizons have shrunk to just a bit of daytime TV and a cup of tea simply doesn’t stand up to scrutiny. We urgently need to challenge how older people are both perceived and treated in this country.“
Traditional stereotypes have become completely outdated. Older people can make a huge contribution and it’s clear from our research that they want to embrace life and be catered for at every level.
“The fact that so many of these people say they feel like they’re being cancelled is extremely concerning. It should be a wakeup call for businesses to provide better and more innovative services and opportunities for older consumers and older employees - and those that don’t heed it are missing out on potentially enormous revenue streams.”
Although the responses indicate an understand that wellness is a long game of healthy habits, the promise of a magic pill to maintain youth has its appeal. Nearly half (47%) are open to taking medication to slow the effects of aging.
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