Let's Change How We Age: The National Strategy
Launched in October 2024, Age UK's five-year national strategy, “Let's change how we age”, aims to create a society where older people feel valued and included. This plan focuses on a campaign and three core pillars to tackle issues like loneliness, poverty, and healthcare access. It seeks to support current older adults and prepare future generations for ageing.
Pillar 1: Transforming Public Attitudes Towards Ageing
A key part of the strategy is changing how society views older people, addressing ageism and its impact on later life. Age UK plans to work with older people to shift public perception through a multi-platform campaign to encourage national discussion and highlight the contributions of older individuals.
Pillar 2: Tackling Poverty and Reducing Inequalities
Addressing the financial struggles faced by many older people is another core objective. Age UK aims to use its influence to advocate for social justice, helping ensure older people receive entitled benefits and working with policymakers to reduce inequalities, particularly for vulnerable groups.
Pillar 3: Ensuring Health and Social Care Needs Are Met
The third pillar focuses on improving health and social care services, which are often inconsistent. Age UK intends to advocate for better systems and highlight the role of charities in providing care. They will lobby the government and work with healthcare providers to ensure older people's needs are recognized and met.
Local Age UKs: Delivering the Strategy on the Ground
The national strategy is implemented locally by the Age UK network, with local branches tailoring services to community needs. Branches develop local plans aligned with the national vision, focusing on priorities such as reducing isolation and improving access to local support. This approach ensures the strategy is relevant across different areas.
Comparison of National and Local Age UK Strategies
| Aspect | National Age UK Strategy | Local Age UK Strategy (e.g., York 2025-2028) |
|---|---|---|
| Focus | Broad, society-wide issues: public attitudes, national policy, systemic inequality. | Specific, community-focused issues: local service delivery, partnerships, local income generation. |
| Vision | A world where every older person feels included and valued. | A vision for a specific locality, such as "York is an age friendly city". |
| Key Pillars | 1. Transforming attitudes. 2. Tackling poverty/inequality. 3. Meeting health/social care needs. |
1. Strengthening the organization. 2. Maximizing service impact on greatest need. 3. Increasing access and reach. |
| Implementation | National campaigns, lobbying policymakers, managing network collaboration. | Developing tailored services (e.g., befriending, handyperson), local partnerships, running charity shops. |
| Funding | Relies on national fundraising, donations, and legacies. | Works to diversify local income streams to reduce reliance on single sources. |
Core Services that Support the Strategy
Age UK offers services that support its strategic goals:
- Advice Line and Information: A national service providing confidential advice on various topics.
- Befriending Services: Programs to combat loneliness through calls and visits.
- The Silver Line Helpline: A 24-hour service for lonely individuals over 55.
- Health and Wellbeing Activities: Local services promoting activity and engagement.
- Advocacy and Campaigning: Working to influence policy and champion older people's rights.
Conclusion: A Unified Vision for Change
The Age UK strategy, "Let's change how we age," presents a comprehensive approach to supporting an ageing population. By combining a national campaign to shift attitudes with efforts to address poverty, inequality, and social care needs, the organization aims for a significant impact. Collaboration between national and local Age UKs ensures that the vision translates into practical support, working towards a future where later life is valued and fulfilling.
