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Challenging Ageism and Celebrating Later Life: Age UK Norwich Marks Age Without Limits Day at Castle Quarter

On Tuesday 11th June, Age UK Norwich marked Age Without Limits Day with a vibrant and engaging event at Castle Quarter Shopping Centre, joining communities across the UK in celebrating the value of older people and challenging negative stereotypes around ageing.

The day was part of a wider national campaign led by Centre for Ageing Better, which aims to open up conversations around ageism, often referred to as the last socially accepted form of discrimination. From public engagement to interactive quizzes, Age UK Norwich took the opportunity to connect with people of all ages, raise awareness, and gather feedback tand help celebrate ageing! 

“A Powerful Message: Everyone Deserves to Age with Dignity”  

Staff and volunteers from Age UK Norwich set up a pop-up stall in Castle Quarter’s bustling atrium, welcoming passers-by to take part in the Ageism Quiz, which tested common assumptions and misconceptions about ageing. The quiz proved a great conversation starter, sparking dialogue about how ageist attitudes, whether in the workplace, media, or even our own perceptions, can impact confidence, wellbeing, and opportunities.

Denise Troughton, Age Friendly Norwich Coordinator, said the event highlighted the importance of rethinking the way we talk about and treat older people:

“Age Without Limits Day is a powerful reminder that everyone, no matter their age, deserves to be seen, heard, and valued. Ageism can affect people in so many subtle and harmful ways, from being overlooked at work to being spoken to differently in everyday settings. What we’re trying to do is challenge those assumptions and celebrate the enormous contributions that older people make to our community.”

Why Age Without Limits Day Matters

Ageism remains a deeply embedded issue in society, affecting not just how older people are perceived, but how they perceive themselves. Studies show that ageist beliefs can lead to poorer health outcomes, loneliness, reduced employment opportunities, and diminished self-worth. The Age Without Limits campaign, supported by organisations across the UK, seeks to confront these issues head on.

Age UK Norwich’s participation in the day is part of its broader mission to ensure Norwich is a place where people can thrive as they age. That means listening to older residents, shaping policies and services that reflect their needs, and fostering intergenerational understanding.

“We often hear older people being described as a burden,” Denise added. “But the truth is that they’re carers, volunteers, workers, grandparents, neighbours, and community leaders. It’s vital we shift the narrative and celebrate later life as a time of potential and purpose.”

Feedback That Drives Change

As part of the event, the team invited members of the public to share their experiences, concerns, and suggestions about ageing in Norwich. These insights will feed into Age UK Norwich’s ongoing work with Age Friendly Norwich, a local initiative aligned with the World Health Organization’s global network of age-friendly cities.

“We really value these conversations,” Denise said. “Hearing directly from people about what’s working and what isn’t helps us build a city that works for everyone. Whether it's transport, digital access, or social inclusion, the feedback we gather informs our planning and advocacy.”

The event welcomed a diverse group of participants, from young adults keen to learn more about age equality to older residents sharing their lived experiences of ageism. Many expressed surprise at some of the quiz findings, which revealed common misconceptions and highlighted the often unseen barriers faced by older people.

Looking Ahead: Ageism Awareness Training Coming Soon

In line with the day’s theme of education and empowerment, Age UK Norwich announced that it will soon be launching Ageism Awareness Training. This new programme is aimed at local organisations, businesses, and individuals. The training will provide practical tools to identify and challenge ageist behaviours and practices, both internally and in customer-facing environments.

“We believe that real change starts with awareness,” Denise explained. “This training will give people the confidence to recognise ageism when they see it and to take steps to create more age-inclusive spaces, whether that’s in the workplace, in healthcare, or on the high street.”

The training is expected to roll out later this year, and interested parties are encouraged to get in touch with Age UK Norwich to register their interest.

A City for All Ages

Age UK Norwich’s presence at Castle Quarter was just one part of a citywide commitment to fostering age equality. Through partnerships with Norwich City Council, community organisations, and local businesses, Age UK Norwich continues to champion policies and initiatives that support older residents, from social inclusion programmes to digital skills training and volunteer opportunities.

Events like Age Without Limits Day help amplify those efforts, shining a light on the positive stories and practical actions that make Norwich a more age-friendly city.

“This isn’t just about one day a year,” said Denise. “It’s about embedding respect, dignity, and opportunity for older people into everything we do, all year round.”

How You Can Get Involved

Whether you're an individual, a business, or part of a community group, there are many ways to support the Age Without Limits campaign and Age UK Norwich’s ongoing work:

• Keep your eye out for and take part in the upcoming Ageism Awareness Training

• Volunteer your time or skills to support older people locally

• Review your organisation’s policies through an age-friendly lens

• Share your own experiences of ageing to help others learn

• Follow and support Age UK Norwich on social media and through local events