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Our strategy

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Our strategy for 2024–2029 is built around a single, ambitious, unifying vision of a world where every older person feels included and valued.

Our mission

Together we provide crucial support for older people and drive change locally, nationally and internationally. 

Our vision

A world where every older person feels included and valued.

Our values

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Our strategic priorities for 2024-29

Work shoulder to shoulder with older people to transform public attitudes

It’s ironic that ageing is perceived so negatively in a country which has a rapidly growing ageing population. It seems that many of us are reluctant to talk about getting older, which in turn can prevent us from preparing for Iater life. However, if we take responsibility for our own ageing in midlife or before, we may be able to delay or even avoid altogether some of the downsides which make it much harder to live a fulfilling and rewarding later life.

Use our collective influence and expertise to tackle poverty and reduce inequalities

We hear daily from older people and their loved ones about the challenges that ageing can bring. Working with older people, we will be relentless in our pursuit of social justice, focusing our efforts particularly on those at greatest risk of experiencing poverty and inequality, including older people in minoritised communities and those living in the most disadvantaged areas.

Ensure older people's health and social care needs are recognised and fully met

Access to decent health and social care services is key for a happy and healthy older age. Sadly, it is no longer a given throughout the UK and is an even more remote possibility in many low to middle income countries. We will do everything we can to champion good health and care systems and demonstrate the essential part that charities and other community organisations can and must play.

Work as a strong network and partner, to deliver impactful services

We are proud to be a part of the Age UK Network. Together, we want to reach 1 million more older people across the UK, and continue to reach older people facing challenging situations in low and middle-income countries. Our national and international services will focus on bringing about real improvements in older people's lives. Whether that’s helping people navigate their way around our complex benefits system or providing training and materials for healthcare professionals in some of the poorest places in the world.

Inspire our colleagues, volunteers, donors, supporters and local and national partners to drive forward our mission

We can only deliver our ambitious strategy if we work together with others. This starts with our fantastic volunteers, supporters, donors and colleagues. All our efforts need to be inclusive, reflecting the diverse communities we live and work in. That will mean us working hand in hand with other organisations who share our ambitions for the future.

Let's change how we age

Our society needs to change its thinking around getting older. That' why Age UK is starting a national conversation about age and ageing. And we need you to be part of it.

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Last updated: Jan 29 2025

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