Supporting Age Without Limits Day to celebrate the contributions of older people
Wednesday, 11 June 2025
We're proud to support Age Without Limits Day on Wednesday, 11 June 2025.
This is a national awareness day dedicated to challenge the cliched headlines, language, and imagery and the often-harmful ways older people are portrayed and discussed.
The day serves as a powerful reminder of the value diversity, and dignity of older individuals across our communities — and the need to replace outdated stereotypes with more inclusive and respectful images and narratives. Age discrimination is still one of the most widely accepted forms of prejudice, and it’s often hidden in plain sight in the words we choose; the pictures we publish; and the assumptions we make.
The campaign aims to challenge clichéd headlines, language, and imagery. Older people are frequently depicted as frail, out of touch, or dependent – representations that fail to reflect the vibrant, active, and multifaceted lives many older adults lead.
As part of our commitment to inclusion and equality, we're encouraging companies, media outlets, and individuals alike to reflect on the language and images they use, and to promote fairness and dignity at every age.
Our Executive Member for Adult Social Care and Health, Councillor Mark Smith, said:
Older people make a huge contribution to our community – as workers, volunteers, carers, and active citizens. Age Positive Day is a chance for all of us to stop, listen, and do better. Older people are an essential part of our communities, not a burden or a stereotype, but leaders, workers, carers, volunteers, and friends. It’s time our language and images caught up with that reality.
Age Without Limits Day is a fantastic opportunity to recognise that value and challenge the stereotypes that hold people back. As a council, we are proud to support this campaign and stand against ageism in all its forms.