Martin Jones MBE, CEO at Home Instead, a member of ILC’s Partnership Programme argues it’s time to throw away the old stereotypes in the changing landscape of what it means to be “old”.

It’s time to throw away the old stereotypes about aging. Older adults today are proving that life in older age is dynamic, healthy, and full of possibilities. According to new research from Home Instead, the landscape of what it means to be “old” is undergoing a seismic shift, and it’s not at all what most people expect.

Over the course of 2024, Home Instead has been conducting its New Ageing Index survey, a comprehensive survey of adults across the UK, spanning all age groups, to gain insights into perceptions of ageing – what’s hot, what’s not, and where both opportunities and challenges lie in various aspects of later life. The findings from the first two reports reveal a vibrant, evolving outlook on ageing that challenges outdated assumptions.

The new retirement: active, engaged, and tech-savvy

Forget the image of retirees as sedentary and tech-averse. In 2024, older adults are embracing a vibrant lifestyle focused on fitness and well-being. An impressive 89% of those aged 75 and older believe in staying physically active, a testament to their commitment to health. These individuals are redefining what it means to age well – proving that activity is not just for the young.

But it’s not just about staying active physically. Older adults today are increasingly tech-savvy, with many welcoming innovations like AI to help combat loneliness and improve their quality of life. There’s a growing appetite for technology designed specifically for them, with 61% of survey respondents believing that technology can transform care at home. The myth that older adults are intimidated by tech is outdated; they are ready for it, and they want more of it. In fact, there is a sense that tech businesses are missing out by not targeting older customers.

Independence takes priority

One of the strongest themes from the research is the desire for independence. The fear of losing autonomy, particularly of ending up in a care home, is greater than many other concerns, including the death of a partner. In fact, 44% of those surveyed said they worry about needing to enter a care facility, while only 36% cited the loss of a partner as a greater fear. As people age, they want to stay at home for as long as possible, with 80% of respondents preferring to receive care at home if they fall ill.

This shift in priorities underscores the need for tailored, flexible care solutions that enable older adults to maintain control over their lives. It also highlights the importance of demonstrating clear options for families and individuals to choose the best care that supports independence in whatever form.

A new outlook on social care

With the UK’s social care system facing widespread dissatisfaction – 52% of respondents expressed distrust in its ability to meet their needs.  However, a majority of the public (48%) believes that managing the care of an ageing population is too important to be left solely to politicians. Instead, many support the idea of handing control to a body of experts dedicated to fixing the system.

This appetite for change reflects a broader recognition that ageing is not just a family concern but a societal issue that demands innovative solutions. The results showed a call for an allowance to help families care for elderly relatives also speaks to the growing need for practical support in navigating the challenges of caregiving.

Breaking down old barriers

The traditional markers of ageing – retirement, declining health, reduced social activity – are no longer the norm. Today’s older adults are living longer, healthier, and more engaged lives. They are optimistic about the future, with many open to medical innovations and lifestyle changes that help slow the ageing process. Interestingly, enjoyment of old age increases with age, with those aged 66 to 74 and over 75 reporting a more positive outlook on ageing than younger generations.

Old people are getting younger. This shift is not just about longevity but about living a fuller, more active life. The research is clear: we need to rethink what it means to be old in Britain today. People want to stay active, connected, and involved in their communities. They are breaking free from the limitations that once defined old age.

What’s next? A new era for older adults

The findings from the New Ageing Index reveal that society’s view of older adults needs an urgent update. Far from being disengaged, today’s retirees are leading vibrant lives that challenge outdated assumptions. The future of ageing is one where independence, health, and technology play a central role in ensuring that older adults can live the life they want – at home, surrounded by the people they love.

As we move forward, businesses and policymakers alike must recognise and cater to this new reality. With companies like Home Instead leading the way in reshaping how we care for older adults, the future of ageing looks brighter, more active, and more fulfilling than ever before.

Home Instead commissioned Savanta to conduct the survey work who spoke to over a thousand people across all ages and backgrounds. This included a detailed examination of the experience of the country’s volunteer carers, meaning representative sample of 1,411 respondents in total. (with a specific boost on multigenerational carers) . Surveys were conducted online. The survey will be repeated every quarter across a full calendar year looking into new aspects of age and ageing each time. To find out more visit the Home Instead website where both reports are available to download.

Home Instead is a member of the ILC’s Partners Programme. If you are interested in joining our Partners Programme, please contact Paul Goulden, ILC Head of Programmes and Partnerships.