About us

Our mission
Our mission is to promote the well-being of all older people and to help make later life a fulfilling and enjoyable experience.

Principles
Values and principles underpin what we do‚ why we do it‚ and guide how we work to achieve our mission.  Our underlying principles are:

• Ageism is unacceptable: we are against all forms of unfair discrimination‚ and challenge unfair treatment on grounds of age
• All people have the right to make decisions about their lives: we help older people to discover and exercise these rights
• People less able to help themselves should be offered support: we seek to support older people to live their lives with dignity
• Diversity is valued in all that we do: we recognise the diversity of older people and their different needs‚ choices‚ cultures and values
• It is only through working together that we can use our local‚ regional and national presence to the greatest effect.

Values
Our work is also guided by a set of values:

• Enabling: we enable older people to live independently and exercise choice
• Influential: we draw strength from the voices of older people‚ and ensure that those voices are heard
• Dynamic: we are innovative and driven by results and constantly deliver for older people.
• Caring: we are passionate about what we do and care about each individual.
• Expert: we are authoritative‚ trusted and quality-orientated

Corporate priorities 2007 – 2010

• Prevent poverty and maximize income in retirement
• Promote age equality and enable older people to make full contributions to our economy‚ society and neighbourhoods.
• Maximize healthy life expectancy and promote health‚ independence and wellbeing for all older people
• Achieve greater social inclusion of the most disadvantaged older people and challenge the causes of exclusion
• Achieve a step change in effectiveness and efficiency‚ in which a crucial element will be a greater focus on older people as customers and contributors to all that we do