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Age UK launches 'Love later life'

Published on 17 March 2014 12:30 AM

According to new research from Age UK, over three quarters (77%) of adults are looking forward to living longer. But 9 out of 10 (91%) believe that changes need to be made in society to help us all enjoy a better later life.


The research, commissioned to understand more about people's attitudes towards ageing and living longer, reveals over 4 out of 5 (83%) adults believe negative perceptions of later life need to change.

Positive attitude key to living longer

Half (50%) of those aged 85 years and above believe that having a positive attitude to ageing is the key to living longer.

And almost two thirds (63%) of those aged between 55 and 64 view living longer as a chance to ‘seize the moment' and make the most of their later years.

1 in 5 people in Great Britain will be aged 65 and over by 2020 and this growing number of older people is a cause for celebration.

However, the growth of an older population needs commitment from policy makers in terms of investment in the sorts of services an ageing society will rely on.

When asked what needs to be done to help us all lead a better later life, half (50%) of those surveyed said that treating older people with dignity in care homes and hospitals is one of the most important aspects.

Unfortunately too many older people do not get the care they need and Age UK is campaigning hard for improvements to be made.

‘Love later life' will change perceptions of ageing

Age UK's ‘Love later life' approach is aimed at encouraging people to think differently about getting older, and demonstrate that older people have a valued role in society.

It also highlights how the Charity can help more people make the most of later life.

Caroline Abrahams, Charity Director at Age UK, said:

‘Age UK is passionate that everyone should have the opportunity to be able to make the most of later life, whatever their circumstances.

‘Unfortunately, at the moment we know that many older people are not able to enjoy later life and we see it as a crucial part of our job at Age UK to do everything we can to change that through both our services and campaigning work.

A 'new more positive and more ambitious approach' 

‘But we can't do this alone, so it's heartening and inspiring to see that so many people think changes and improvements need to be made.

‘We hope that our new, more positive and more ambitious approach will help us to encourage people of all ages to get involved and support the cause through volunteering, campaigning and fundraising with us.'

Love later life has also attracted a number of celebrity figures, with Alastair Stewart, Miriam Margolyes, Zoe Wanamaker, Pam St Clement, Lesley Joseph, Sir Roger Moore, June Whitfield, Barbara Windsor, Diana Moran, Christopher Biggins, Lionel Blair, Alison Steadman and Liz McClarnon all lending their support.

How you can get involved

To find out more about Age UK and to get involved, visit

And you can join the Love later life conversation by sharing your stories and experiences of loving later life using the hashtag #lovelaterlife on Facebook and Twitter.

Watch Age UK's new Love later life TV advert.

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Last updated: Dec 05 2018

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