Recent research highlights a growing sense of exclusion among older people in the UK.
- A significant percentage of older adults feel culturally marginalized, akin to being ‘cancelled’.
- Fashion and media industries often overlook the interests and needs of the older demographic.
- Technological advancements offer potential solutions for inclusion and improved quality of life.
- Urgent calls for societal and systemic changes to better support the ageing population.
The experience of older individuals in the United Kingdom increasingly mirrors the notion of being ‘cancelled’, as per recent studies. Older demographics report a growing feeling of exclusion and marginalization in numerous facets of everyday life. Isolation and loneliness are prevalent, intensified by societal disregard in cultural and commercial sectors. This finding emerges from the extensive New Ageing Index, 2024, conducted by Home Instead, illustrating the harsh reality faced by this age group.
The study reveals that more than one-third of respondents equate ageing with being cancelled, with the sentiment being more pronounced among older women and the younger generation of men aged 18-34. This data highlights how pervasive and cross-generational these feelings of exclusion are becoming. Marginalization appears rampant, especially in the realms of fashion and technology, where 60% of older adults feel overlooked by brands, and a significant portion believes that contemporary media fails to address their interests.
There is a missed commercial opportunity in the fashion industry, where almost half of the older population express a desire for trendy apparel that targets their age group. This sentiment of exclusion catalyzes feelings of invisibility and detachment, as shared by Margaret Newson, an 88-year-old from Tunbridge Wells, who speaks to the isolation experienced by many older individuals.
Martin Jones, CEO of Home Instead, calls for a significant shift in how society perceives and treats senior citizens. He emphasizes the need for businesses to cater to older adults, not just as consumers but as valuable contributors to society. This research accentuates the outdated stereotypes surrounding older people, who are often more active and culturally engaged than assumed.
The study also delves into the fears associated with ageing, such as the fear of losing independence and concerns about entering care homes, which pose a larger threat than the death of a partner for many. Older adults prefer home-based care solutions, with technology playing a crucial role in facilitating this preference. There’s substantial support for autonomous medical advancements and tech solutions to ease the ageing process.
The findings reflect a desire for significant reform in social care systems, with a large segment of the population endorsing expert oversight rather than political control. The potential for improved family allowances to assist in elder care garners notable backing, underscoring the need for systemic change.
Ultimately, the study uncovers an increasing openness towards technology and innovation among older adults, countering stereotypes of technological aversion. This willingness to engage with tech advancements extends to combating loneliness and enhancing home care. Such insights are pivotal as the ageing population continues to grow, necessitating societal adaptation and policy reformation.
The Home Instead study underscores the urgent need for societal and systemic change to fully integrate and support the rapidly growing older population in the UK.
