Reframing ageing: Public perceptions of ageing, older age and demographic change


This report from the UK Centre for Ageing Better builds on previous research to better understand public attitudes towards ageing and older age. It examines how the current dominant view of ageing and old age should be reframed to challenge age stereotypes and discrimination and to convey a more positive narrative.
It further argues that ageism in society is harmful to people of all ages in England, and it is crucial that we find new ways of talking about ageing and later life.

Access the report

Read the Centre for Ageing Better's press release

Infographics on main research findings

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