In today’s fast-changing world, understanding the experiences and needs of older adults is crucial. Here at Home Instead, we recently conducted The New Ageing Index 2024, a consumer research piece aimed at uncovering the attitudes and challenges around getting older. The study highlighted both positives and negatives – it’s clear that older Brits are redefining what it means to age – embracing activity, technology and experiences. But on the other hand, challenges remain in how older people are represented culturally.
Brand Ageism refers to how older adults feel excluded by brands, especially in sectors like fashion, technology and entertainment. This exclusion not only isolates a significant part of our population, but also reinforces stereotypes around ageing.
Our findings reveal a concerning trend: older adults feel culturally excluded. 60% feel overlooked by fashion brands and 59% by high street retailers. Similarly, 57% believe that new entertainment such as TV shows and movies rarely cater to their interests, and 66% feel disconnected from contemporary music. Cultural exclusion experienced by older adults can contribute to a sense of isolation and loneliness, as they feel out of touch with modern life, according to this Age UK report on loneliness in later life.
Our research also revealed insights into how ageism impacts older adults emotionally. More than a third of our respondents said they feel being old is like being ‘cancelled’, a sentiment which was particularly strong among women aged over 75. However, despite these challenges, older adults are eager to stay connected and culturally involved, with 39% expressing an interest in keeping up with popular culture, showing a desire to bridge the generational gap. 57% also want to see more high street fashion brands cater for older people.
At Home Instead, we care for 18,000 older people each year and we understand that for many, ageing is hard. We understand that older people can feel disconnected from society. Sometimes, an older adult may find they aren’t as physically able, and might forget things and lose confidence in appearance. At Home Instead, we’re all about reigniting that spark and helping our clients to feel like themselves again. Whether it’s a fresh manicure, a shopping trip for new clothes, or a fun makeover, we believe that small, simple gestures can make a big difference.
It’s also important that we take time to celebrate the amazing lives of older people. Our Purple Plaques campaign, which tackles ageism, shines a spotlight on this very issue. Brands need to see and hear older people – especially since the population ages 85 and over is projected to double over the next 25 years, reaching around 3.2 million by 2045. Now, more than ever, it’s crucial to represent this age group. By increasing awareness, our goal is to help build a society where ageing is valued and honoured.