Extracted text
Attitudes
towards ageing:
Qualitative research
February 2025
Gill Redfern, Research Director
gredfern@djsresearch.com
Amy Greenwood, Senior Research Manager
agreenwood@djsresearch.com
Saffron Goodwin, Senior Research Executive
sgoodwin@djsresearch.com
Head office: 3 Pavilion Lane,
Strines, Stockport, Cheshire, SK6 7GH
+44 (0)1663 767 857 | djsresearch.co.uk
JN10104
1
Methodology
Qualitative research was undertaken, in the form of a reflective
pre-task activity, followed by depth interviews (via video or
telephone) and focus groups via video.
In total, we conducted 12 x 90-minute focus groups and 12 x depth
interviews (speaking to 93 individuals in total); participants were
recruited based on the following criteria:
•
An even distribution of positive vs.
negative attitudes towards ageing*
•
Mix of urban, suburban and rural locations
•
All four nations represented across the sample
•
Additionally, 22 individuals had carer responsibilities (19 females, 3 males)
•
Individuals in the focus groups were placed together
based on having a broadly similar outlook (degree of
positivity) to later life, as well as by gender and SEG
ETHNICITY
SEG
GENDER
Asian / British Asian
9
ABC1
50
Male
41
Black / African / Caribbean / Black British
5
C2DE
43
Female
52
Mixed / Multiple Ethnic Group
5
White British
68
White European / Other White Background
Other Ethnic Background
AGE DISTRIBUTION
50-54
31
5
55-59
30
1
60-66
32
Individuals were selected for depth interviews to
ensure representation from individuals identifying
with protected characteristics:
Depth No.
Specific audience focus
1
Digitally excluded
2
Digitally excluded
3
Health issues
4
Financially vulnerable***
5
Financially vulnerable***
6
Financially vulnerable***
7
Educational barriers** / Digitally excluded
8
Educational barriers**
9
Health issues
10
Health issues / LGBTQIA+
11
LGBTQIA+
12
LGBTQIA+
In addition, three focus group participants identified
as LGBTQIA+, nine reported health issues or
disabilities, and five faced educational barriers.
2
Overview of general attitudes: a spectrum of attitudes towards
ageing, from highly positive (viewing ageing as a time for growth) to
highly negative (fearing loss of independence) emerge.
Negative words / phrasing
Positive words / phrasing
Scary/fear
Natural
Opportunity
Depressing
Inevitable
Stability
Restrictive
Part of your life
Confidence
Wrinkles
Tolerated
Privilege
Worry
Changes
Uncertainty
The words and phrases that come to mind when people think about ageing reflect
a wide range of emotions and perspectives on ageing.
The mix of positive and negative sentiments are often from the same individuals,
highlighting the complexity of ageing as a natural part of life.
There is not one widely shared view on the topic of ageing.
3
Video for internal Age UK use only
Attitudes towards ageing encompass three key areas: physical
changes, personal identity, and expectations for later life.
Individuals assess the effects of ageing on their bodies, evolving self-identity, and
aspirations for meaningful experiences, highlighting the need to balance present
realities with future goals
Physical changes
Personal identity
Future expectations
Physical aspects of ageing focus both
on body function and aesthetics:
Many reflect on changes in their
feelings towards their identity as they
age:
For some, ageing is an opportunity to
reflect on aspirations for later life; how
they will spend their ‘free’ time when
work no longer dominates, e.g.
hobbies, time with family/grandchildren
•
•
Body decline: e.g. mobility issues,
aches and pains
•
Aesthetic / appearance: wrinkles or
‘looking older’
More prevalent for those with existing
health issues or disabilities
•
Some feel more confident and selfassured with age (particularly
amongst females)
Others feel less valued in society,
even ‘invisible’ (also more common
amongst females)
Future aspirations more commonly
mentioned by higher SEG groups
For others, expectations can be filled
with uncertainty and worry, particularly
if future finances are not secured
“Fear of being immobile in some way or
less mobile.”
“I find being in my fifties really liberating.
I think I'm the happiest I've ever been.”
“Possibilities is another one. I mean,
things open up.”
Health issues/LGBTQIA+
Female, 55, ABC1
Male, 58, C2DE
4
Challenges of ageing: the fear of decline is front of mind for
many - concerns about losing independence, health issues,
and becoming a burden on family being most prevalent.
Health and physical
decline: recognition
that one’s body will
start to weaken with
age, prompts worries
about mobility
Concern that time is
limited the older one
gets; a sense of
pressure to use one’s
remaining time ‘wisely’
Worry about financial
stability, particularly
amongst those close to
retirement age with
limited, or no savings
or pension pot
“I have an increasing
sense that I have a
limited amount of time
left.”
“Getting older I'm
experiencing my
body letting me
down, physically.”
Male, 54, ABC1
Male, 52, C2DE
“Preparing for retirement / older age is a
financial race against time. You like to hope
that you've been putting enough away in
your pension or investments, but as you get
closer to the day when you will no longer be
earning a salary, you start to really worry.”
Female, 60, ABC1, Disabled
5
Image disclaimer: we do not have individual permissions to these images, they are merely a reflection of an internet search respondents did as part of a market research task and may not be reproduced
Shaping perceptions: lived experiences, physical changes/health
concerns and societal perceptions underpin feelings towards ageing.
Lived experiences:
Individuals’ personal
experiences, health status,
and societal factors shape
their awareness of and
attitudes toward ageing
•
Personal health challenges (e.g. multiple sclerosis, diabetes, osteoarthritis) significantly
affect long-term outlook on ageing
•
Family history plays a role; experiences like caregiving or observing ageing relatives
experience declining health influences perceptions of what later life might entail for
themselves (e.g. dementia, arthritis)
Physical changes/health concerns:
“I played football and I'm a
goalkeeper, I dive around a bit and
takes me a lot longer to get up now.”
•
Life’s stages bring physical changes, often starting in the late 30s or 40s, with health
‘niggles’ (e.g. joint pain), appearance changes (e.g. wrinkles, weight gain), or
perimenopause/ menopause for women, highlighting ageing realities
•
While some actively address these changes through fitness and wellness efforts, they are
often a reminder of the inevitability of one’s ageing
Male, 57, C2DE
Societal view (often reinforced and amplified by the media):
•
Ageing is often tied to stereotypes of decline, dependency, and invisibility, with media
highlighting financial woes and health decline, particularly in advertising (e.g. hearing aids,
bath/mobility aids) and political discourse (e.g. social care, state pension and NHS funding
issues)
•
However, more encouragingly, societal views are thought to be shifting, with more positive
portrayals of ageing and open discussions on some related topics (e.g. menopause)
6
“For me, what comes with age is
experience.”
Female, 63, C2DE
Bridging the reality gap: a contrast between later life expectations
versus aspirations is evident for many aged 50 years and over.
Common aspirations
Reality-based concerns
The reality gap…
• Enjoying retirement (spending
time on hobbies, with family, or
friends, travelling)
• Financial concerns: some
individuals express anxiety about
having insufficient savings/
pension for later life
• There is a noticeable gap between
expectations and aspirations of
older age; most notably with
respect to the uncertainty
individuals face regarding their
financial security and health as
they age
• Financial security and comfort
• Staying active and physically
healthy
• Maintaining strong social
connections
“You just don't know what health
conditions you may develop in the
future and your cognitive health as well,
your mental wellbeing, your mobility,
and all these ageing issues.”
Female, 60, ABC1
• Uncertainty regarding health:
concerns about physical
wellbeing, mobility and general
health declining with age, or a
specific health condition being
diagnosed
• Overwhelmed by planning: for
some just the thought of what
needs to be considered/planned
for in older age can feel overly
complex and uncertain
• Emotional concerns: worry
about declining quality of life
This reality gap is wider for those with
health issues or financial vulnerability.
“All of a sudden, things change
because, you're ill or, you know, you're
not mobile or something happens.”
Female, 54, ABC1, Health Issues,
LGBTQIA+
7
Maintaining good health is a significant priority that many have
already started planning for. Financial planning is also a major
concern, but planning is more likely to be delayed in this area.
Which of the following have you started planning for?
Planning more prevalent for …
Health and wellbeing: Many have started planning
or already put steps in place to help maintain their
health and wellbeing in later life, addressing both
physical and mental aspects
•
Those with pre-existing health issues have
concerns over long-term mobility and wellbeing.
•
Those who identify as LGBTQIA+ referenced the
lack of tailored planning advice.
Financial planning: A similar proportion report to
have started planning for their financial future,
with many of these having paid into pensions since
their early careers
•
Lower socioeconomic groups consistently
identify financial constraints and lack of
awareness/tailored advice as major barriers to
their ability to plan for their financial future.
•
Those who feel more financially secure and
have paid into a pension scheme at an earlier
stage are more likely to have taken early
retirement or have a retirement age in mind
•
Those in their 60s are more likely to be focused
on retirement than those in their 50s
Retirement / winding down from paid
employment:
Some have already stopped working or started
winding down from paid employment, but for
most, full retirement is a ‘pipedream’ and feels a
long way off
8
Health and wellbeing: maintaining positive health and wellbeing is a
priority which many have taken proactive measures to address, however
some feel unprepared for any long-term health issues which may arise.
Maintaining health
and wellbeing:
“Being fit and healthy in later
life is as important as having
a pension in my opinion.”
WHAT IS PLANNED?
Most actively consider how they can prepare
for a healthy later life:
NOT PLANNED
Female, 51, ABC1
However, health planning is often neglected due to
financial insecurity, lack of awareness, cultural
avoidance of ageing topics, and the unpredictability
of future health changes, leaving many unprepared
for long-term health and wellbeing needs.
Proactively maintaining their health and wellbeing
through preventative measures like physical activity,
dietary adjustments, and staying mentally engaged,
with a focus on long-term stability.
9
Health and wellbeing: existing health conditions hinder long-term
planning for some, both in terms of future declining health, and worry
about social care availability in the future.
Health-related barriers
Financial concerns related to health
• Chronic conditions like arthritis, multiple
sclerosis, and HIV limit mobility and daily
functionality
Worries about the affordability of long-term
healthcare, private health insurance, or
assisted living services are present for some.
• Declining health leads to concerns over
necessary lifestyle adjustments, such as
housing modifications or assisted care
This can lead to a perceived need to work
longer or save more to cover private care due
to inadequate pensions.
When health concerns collide with worries around discrimination:
Case study: Marcus*, a gay man living with HIV, describes concerns
about his medical care in the future, not only due to his treatment needs
but also due to the fear of discrimination and lack of acceptance in care
settings due to his sexual orientation.
“With health, my concern would
be paying for it because there's
not a hope in hell that the NHS
can pay for all of us by the time
we get to seventy.”
Female, 52, ABC1
“I worry about care staff not keeping to my HIV drugs
regime as it would kill me if it wasn't adhered to
correctly… I worry about being in a care home where
it's not necessarily that caring. You know? People bring
their own attitudes in, particularly religious people,
about acknowledging that I'm a gay man.”
Male, 60, C2DE, Health issues & LGBTQIA+
10
*Participant names have been changed to protect the identities of the individuals who took part in the research.
When communicating about ageing it’s crucial to strike the right
balance – ensuring the overall message is positive, empowering and
most importantly, relatable.
Emphasise positive ageing:
Messaging must resonate:
Supportive messaging is key to
maximise engagement, as opposed
to negativity which can lead to
avoidance.
Representation and inclusivity is
essential for all groups, ensuring
that imagery and language reflect
diverse backgrounds. Relatable
messaging fosters engagement,
making people seen, valued and
more receptive to information.
Challenge negative
stereotypes:
Addressing concerns, such as
health and wellbeing, in an open
and supportive way can be
beneficial and reassuring, helping
to break misconceptions and
encourage engagement.
Messaging must be
authentic:
“I think the subject needs to be out
there a lot more for people to deal
with getting older. It shouldn’t be so
taboo and sensitive.”
Female, 54, LGBTQIA+
“I would prefer something that is
extremely positive and motivational
rather than, if you don’t do this,
what then oh look what happened
to me.”
Male, 61, ABC1
Unrealistic or idolised portrayals
that do not resonate with real
experience risk being ineffective.
11
Messages with a hopeful and inclusive tone are most
likely to prompt engagement from this age group.
Words and phrases which harness a hopeful and
inclusive tone are the most effective and deemed
most appropriate.
Discouraging language, a focus on negative
ageing references can create fear and alienate
individuals.
Inevitable
Knowledge
Privilege
Freedom
Experience
Wisdom
Confidence
Empowerment
Opportunity
Mobility
Changes
Scary
Pain
Slowing down
Concerned
Health issues
Control
Self-determination
Isolation
Discrimination
“Everybody seems wiser and more alert,
more in control – as you get older, you’re
more in control of what’s happening.”
“More aches and pains is the first thing that
comes to mind, but that’s negative but
knowledge and expertise also comes to mind.”
Female, 50-54, ABC1
Female, 62, financially vulnerable
12
There is a clear preference for
visuals that convey opportunity,
positivity, and hope, while
avoiding depictions of decline,
dependence, or the negative
aspects of ageing.
Avoidance of
imagery that
depicts
decline or
negative
aspects of
ageing
Imagery that
reflects
opportunity
and hope is
preferred
13
Image disclaimer: we do not have individual permissions to these images, they are merely a reflection of an internet search respondents did as part of a market research task and may not be reproduced
Official channels such as the NHS and charitable organisations are
trusted to give advice, as well as a select few public figures who have
built a reputation within specific areas of advice.
While the majority of those aged 50+ are open to
advice on ageing, some sources are more trusted
and therefore more readily accepted than others.
•
Information and advice on specific topics, such as future planning,
should come from trusted and relevant sources such as financial
institutions (for finances and pensions) and the NHS (for health and
wellbeing).
•
Charitable organisation are considered to be reliable, providing expertdriven advice relevant to specific needs (as required).
•
While there is a general preference for expert-led advice, rather than
from celebrities who many feel disconnected from, well-known public
figures can be effective if they are widely recognised for their expertise
e.g. Davina McCall on female health, or Martin Lewis on financial
matters.
Knowledge, expertise, and experience are the key
factors to encourage engagement and acceptance
of advice or information.
Age UK (or previous incarnations e.g.
Age Concern) is spontaneously
mentioned as a source for advice and
information and is widely recognised as
a trusted and reliable source.
14
Messengers tested: Personal accounts are widely appealing if
presented in an engaging format, other methods also appeal to some.
Videos or written
interviews with older
people sharing their
experience
What someone in their 70s wished they’d known in their 50s: Appealing to the
majority; offering practical advice grounded in real-life experiences and drawing on the wisdom of
those who have navigated each stage of life.
What I wish my parents had told me about getting older: Appealing to some
because it draws on wisdom of lived experience. This idea emphasises the importance of starting
open conversations at a younger age, as many wish they had learned more about future planning
when they were younger. However, others feel they have already learned what they can from their
parents and advice may not be as relevant based on generational differences.
Written
information/articles,
bullet point style
Top tips for better ageing: Most are open to practical advice in this format, but some feel it
adds little value as similar information is readily available online.
Ageing mythbusters: Many believe that mythbusters would be beneficial due to reframing
misconceptions and correcting false beliefs. In addition, this format is engaging and sparks
curiosity.
Scientific-style
documentary on ageing
A scientific-style documentary is appealing to those who value factual and research-based
information. It could be off-putting for some who worry it may focus on the negatives e.g. physical
decline. There was a relatively even divide, with this being based on personal preferences.
15
A mix of digital and traditional channels, tailored to varying comfort
levels with technology, is key to effective communication.
Digital channels:
Personal & interactive formats
Traditional channels:
Websites, social media, and online
forums: favoured for their convenience
and easy access (Facebook, Instagram,
YouTube)
Face-to-face interactions: preferred
for complex topics like financial
planning
TV, Radio, and magazines: Effective
for participants less comfortable with
digital formats
Podcasts and email: valued for their
flexibility and on-demand nature
Community discussions and inperson talks: provide trust and
personalisation
Video content: engaging formats like
TV documentaries and YouTube videos
are popular
Particularly relevant for digitally
excluded individuals who are less techsavvy.
Leaflets and flyers: Can be useful as
tangible reference materials to
complement digital content, signpost to
support and a useful format to share
information with those who are digitally
excluded
“I like the podcast, to be honest with you, so I can still listen and I
can do things.”
Female, 65, ABC1
“I think I'd be more inclined to read a leaflet than go to a web
page just because leaflets tend to be more concise, and you're not
having to read through reams of information to try and get the bit
that you want.”
Female, 54, C2DE
16
There is an opportunity to increase Age UK’s relevance
among younger seniors in their 50s and 60s, as well as
diverse communities.
Many feel Age UK is less relevant to their age group
(people in their 50s and 60s), but would trust
information that comes from the organisation, based
on brand reputation.
“I think you obviously think about Age UK and
you think of older people. But maybe if they
advertise to my age category too, then I
might look.”
Female, 58, C2DE, Digitally excluded
Campaigns specifically targeted at this age group
have potential to increase engagement and
encourage planning for areas of later life they
wouldn’t have thought of before.
Some suggest a sub-brand of Age UK to help people
recognise the support and advice available to those
in their 50s and 60s.
“I get what somebody else said about it feels
a bit premature to be looking at what Age UK
say, but they've got credibility. They've been
in that game talking to people who have got
that lived experience for decades.”
Male, 52, C2DE
17
