What is it?
In 2020, for the first time in history, adults over 64 outnumbered children under five. In 2021 the UN kicked off its Decade of Healthy Ageing, spotlighting the global challenge of ageism that results from social atomisation and costs economies billions of dollars.
Positive ageing is a fundamental and necessary shift in how we perceive people as they get older. It’s a movement to look at the positives of growing old, focusing on what age offers instead of what takes away, viewing it less as something to resist and more as something to embrace. We’re celebrating what older people can do, and reframing a ‘burden’ on society as an opportunity to learn and find connection.
So what?
It’s time to ditch Dorothy once and for all. Throw out all the stereotypes you have about retirement and enter a new world of startup entrepreneurs, granfluencers and polyamorous relationships.
"We want to do more to further increase these healthy life years... We want to not just add years to our life, but we also want to add life to our years.”
Charlene Chang, Ministry of Health's Group Director of the Ageing Planning Office
WHO'S AT IT
Intergenerational Connection
We’ve seen a recent influx of new technology to connect younger and older generations, including Mon Ami, Big & Mini, SAGE, Grandpad and Papa, which raised $91 million by 2020. This new wave of tech runs alongside a growing understanding of the benefits of intergenerational interaction on health and happiness.
Long Term Planning
Singapore’s Action Plan for Successful Ageing launched in 2015. Its system of proactive outreach, preventive health and active ageing programmes supports seniors in every neighbourhood. Volunteers do home visits to engage people and identify their needs, while the National Silver Academy offers courses to seniors who want to keep learning, keep their minds active, and keep in touch with family, families and world affairs.
Meet the Granfluencers
Meet the new breed of brand advocate and social influencer: the granfluencer. They represent the increasing visibility of older faces in fashion and beauty, shattering a long-standing stigma and actively celebrating older people. Fashion designer Jacquemus featured his grandmother in a recent campaign, and Nike has championed Mexican basketball team Hoop Abuelas. We’re seeing ageing embraced in beauty too, where ‘anti-ageing’ is losing influence especially among women.
Future of Care
The WHO has recognised Greater Manchester as the world’s age-friendly city region. Mayor Andy Burnham has secured £1m funding to encourage older people to be more physically and socially active, and announced a Festival of Ageing this summer. Greater Manchester will also be the first place in the UK with a purpose-built LGBT+ Extra Care housing facility.
Positive Images
The Centre for Ageing Better and Stocksy have addressed the underrepresentation of older people in stock photography, by launching age-positive image libraries. A selection of photographs of a vibrant and diverse older population aims to debunk stereotypes, showing older people working, being active and having fun. Stocksy has also published a celebration of intimacy over 60.
Living Life to the Full
Senior Love Triangle explores the relationship between three older people, based on the true story of Jeanie, Will and Adina. Through their relationship they challenge socio-cultural norms projected about the elderly. Whilst Senior Prom follows a group of LGTBQ+ elders in Hollywood as they attend prom with a freedom they weren’t afforded in their teens.
Act now
1. Reconsider - Retirement:
With older people founding start-ups, divorcing partners and dating, the later part of our life isn’t necessarily about winding down anymore. We’re staying healthy and active for much longer. This calls for a radical rethink in how we consider and communicate with older audiences. How can you challenge the stereotypes implicit in your segmentation?
2. Challenge - Tech literacy:
Whilst there is a growing population of retirees who are highly tech literate, there are still large accessibility gaps. How do we provide older people with more agency through smart technologies, while providing the support they need to use it?
3. Innovate - Fresh insight:
If the bulk of our population is made up of people over 65, how do we need to adapt fundraising activities to suit them? Old models of income generation are already challenged. How and where can you gather fresh insight on the new needs of retirees and how can you use these to create new and fresh campaigns? How can you reflect positive ageing in your imagery and messaging?
4. Explore - Connecting the generations:
What opportunities can you create to connect younger supporters with older supporters? How can your younger audiences benefit from the knowledge and experience of your older audiences, and vice versa? There’s potential for the third sector to take the lead in bridging generational divides for the common good.