Home Instead UK has launched its New Ageing Index, a report revealing the UK’s attitudes towards old age, which finds that getting older can feel like being ‘cancelled’, highlighting the need for society to be more inclusive of ageing adults.

Surveying 1,000 people across the UK and of all ages, Home Instead uncovered the hopes, fears and aspirations of old age. Key findings include:

• More than a third of respondents believe being old is like being cancelled.
• 89% of people in the older age bracket have an active lifestyle.
• Older people are embracing technology much more than they used to and want to see more products aimed at them to combat loneliness.
• The prospect of ending up in a care home is more daunting than the death of a partner (44% and 36% respectively).

As champions of issues affecting older people, Home Instead has over the years raised awareness of a whole range of topics, from dementia to scams. The New Ageing Index shows that society should make more of an effort to include older people in areas such as health, politics and fashion. 

Martin Jones MBE, CEO of Home Instead UK and International, said: “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“Traditional stereotypes have become completely outdated.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.

“This research shows that we need to bin the stereotype and rethink what it means to grow old in Britain today.

“Today’s older generation want to be active, to have fun – and to be involved.

“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.”

The rulebook of retirement needs to be rewritten, and Home Instead is delighted to lead the way! This survey is just the first in a series of findings revealing how the nation perceives old age.