Mature Citizens Network

The UK’s attitudes to ageing are overwhelmingly negative, according to a new study by the Centre for Ageing Better, with older people subject to a litany of damaging stereotypes. Ageism – the stereotyping, prejudice and discrimination against people on the basis of their age – is a widespread and insidious problem that has harmful effects on older adults. Structural and institutional ageism can be manifested in many forms, such as in the workplace and recruitment processes, stereotypes in TV and advertising, access to health services, and in the marketing of products. Ageist themes can include pitting age groups against each other, reducing people to stereotypes, and portraying later life as a time of frailty and decline. Ageism is bad for individuals and bad for society. It means that people potentially limit themselves in how much they can enjoy their longer lives and the activities they do. It also means that our economy and labour market are not realising the full potential of older workers and consumers. Our aim is to stand up for the mature citizen and their ‘grey pound’ worth over £320bn in the UK. The Mature Citizen Network represents a growing age group with diverse needs and ambitions. It's time the retail and commercial world took notice and catered more for this important group.