Using age-friendly language and imagery
We try to make sure that our language – and the language of those we fund and partner with – is inclusive, respectful and free of bias. Getting the language and imagery right is an important first step in embedding equity, diversity and inclusion.
We are often asked what is the correct way to talk about age and ageing, and although there is no rule book, we have set out our preferred terminology in the table below.
In addition, here are some tips for inclusive communications:
- use precise language to recognise that older adults are diverse
- use gender-neutral language where possible
- choose language that includes rather than excludes
- avoid collective terms and labels that group people together.
If there is some terminology you think we need to add to our guide, please email our Senior Communications Manager.
| We say… | We do not say… |
| Older people, older adults, older individuals or persons XX years and older | Elderly, pensioners, senior citizens, geriatrics |
| Cognitive impairment/decline, person living with dementia | Senile |
| Person living with frailty | Frail |
| Care home or nursing home | Old people’s home |
| Living with (disease/condition) | Suffering from (disease/condition) |
| Research participant | Research subject |
| Seldom-heard (or seldom-asked) groups | Hard-to-reach groups |
| Family, friends, carers and communities | Loved-ones |
| Ethnically diverse groups | Ethnic minority groups |
| Partners | Stakeholders |
Imagery
Visual representation is equally as important for encouraging equity, diversity and inclusion. We need to do more to challenge the ways in which we represent older age in the media. The search term ‘older person’ tends to return some negative stereotypes.
According to NHS England, someone over the age of 65 might be considered an older person. Although people biologically age at different rates, many 65-year-olds don’t match the negative or stereotypical images that are used to communicate older age – walking sticks, nursing homes and close-ups of old hands.
What does 65 look like these days? It might look like a fit, lean person in Lycra on their racing bike. Or an artist working in their studio. What does 80 look like these days? It might look like someone dancing with friends at a music festival. Or a couple enjoying a romantic date night.
The Centre for Ageing Better’s age-positive image library is a free resource of over 3,000 images that show realistic and positive images of people over 50.