Cancel culture is now affecting ageing in the UK
New research from Home Instead shows many retirees feel excluded and marginalised as they grow older.
A disturbing conclusion has been drawn from one of the most comprehensive studies of its kind: The New Ageing Index, 2024 from Home Instead, the UK’s largest private provider of home care. Experts surveyed over 1,000 people across all ages and classes to discover what growing old looks like in this day and age.
Upsettingly, findings show that over a third of respondents (35%) believe being old is like being cancelled. This increased to 43% for women over the age of 75 and shockingly to 46% for men aged between 18 and 34. What’s more, 32% of men aged over 75 also reported feeling this way.
Looking into things more closely, the people surveyed cited clothing trends and entertainments as some of the main culprits for making them feel isolated. More specifically, 60% of older people feel ignored by fashion brans and 59% by high streets brands.
57% of respondents claimed new TV, cinema and music is rarely ever aimed at their target audience.
‘You get to a point in your life where you cease to exist as far as the rest of the world is concerned,’ said Margaret Newson, 88, from Tunbridge Wells. ‘Being excluded like this really is like being cancelled – you feel that you are no longer invited to the party.’
Martin Jones, CEO of Home Instead, added: ‘We urgently need to challenge how older people are both perceived and treated in this country.
‘Traditional stereotypes have become completely outdated. Older people can make a huge contribution and it’s clear from our research that they want to embrace life and be catered for at every level.
‘The fact that so many of these people say they feel like they’re being cancelled is extremely concerning.’
Arguably the most upsetting part of the research is that the older generation of today are living more healthy and active lifestyles than ever before – they’re even more technologically inclined. 77% of respondents agreed more technology should be introduced into their daily lives. Likewise, 61% believe technology can transform how people are cared for at home and 50% claimed openness to innovations like AI can combat loneliness.
Against this backdrop, the majority of people surveyed have also expressed interest in medications that will help slow down the ageing process. Researchers found 60% are potentially open to this against 47% of all UK adults.
One a more positive note, the study also found that perceived potential enjoyment of old age and retirement actually increases with age, with both those aged 66-74 and over 75 believing that this stage will be their most enjoyable compared to individuals aged 35-54. As well as this, anxiety about growing older also decreases when you age. A majority of people that are middle aged – 51% for 35-54s, 53% for 55-65 – say they would like to slow down the ageing process, however this dips to 43% for the next group, 66–74-year-olds.
This research comes from the first report of four from that in depth research, which will be repeated quarterly across a full calendar year looking into new aspects of age and ageing each time.
Image: Hermes Rivera
