Age Without Limits

Why do we need Age Without Limits?

We believe everyone should be free to age without limits, but ageism prevents us from doing so. From the conversations we have with friends and family to the headlines we see in the media and our experiences at work, ageism is widespread and affects many areas of life.

Ageism is often dismissed as being harmless, but research shows it has real-life consequences that are deeply damaging to us as individuals and to wider society. When we are treated or spoken to negatively because of our age, it can make us feel unvalued, unimportant, or patronised, and leave us with low self-confidence and feeling isolated or excluded. Over time, we may internalise these negative views of ageing, limiting what we believe we’re capable of and the opportunities we pursue.

It doesn't have to be this way. Our three-year campaign aims to challenge ageism for the benefit of us all as we grow older. We do this through:

Mass-reach advertising
Age Without Limits Day
Year-round communications and calls to action

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Featured guides

For professionals

Challenging ageism: A guide to talking about ageing and older age

This guide is designed as a practical tool to support organisations in communicating about ageing and older age.

two older women writing on a clip board and talking

For employers

Becoming an Age-friendly Employer

For professionals

Age-positive images: Guide and terms to using our image library

This simple guide includes tips on commissioning your own photography that represents the reality and diversity of later life.

For local areas

Becoming an Age-friendly Community

An Age-friendly Community is a place where any one can live a healthy and active later life. These places make it possible for people to stay living in their homes, participate in activities, and contribute to their communities.

For journalists

Media guidelines for reporting on ageing and older age

This guidance – available on the Independent Press Standards Organisation's (IPSO) external resources for journalists – is designed to ensure that older people are more accurately represented in the media.

For advertisers

Guidance on causing offence around age

This guidance, from the Advertising Standards Authority, was created to ensure non-broadcast advertisers avoid causing harm or widespread offense on the grounds of age.

For employers

Good Recruitment for Older Workers: A guide for employers

More than a third of 50-70 year olds feel at a disadvantage applying for jobs due to their age. This recruitment guide sets out five key actions to help organisations become more age-inclusive.

Two women sitting on a bench in Macclesfield

For local areas

Age-friendly Businesses: An inventory of age-friendly practices

Customer-facing businesses such as shops, cafes, leisure centres, libraries and arts venues, are vital components of local communities with a huge role to play in our day-to-day lives.