At the Institute of Population Ageing, we monitor how demographic shifts impact real lives—a reality reflected in Age UK Oxfordshire’s recently launched 2030 strategy, "Stronger Together: For a bold future." This report moves away from polite clichés about the "golden years" to confront the difficult truth that, in our county, ageing is not an equal experience. This reality was the focus of a launch event at St John’s College, University of Oxford, where leaders from health, government, and academia gathered to discuss a new way forward.
Leading the conversation, Paul Ringer (CEO) and Andrew Lane (Chair) of Age UK Oxfordshire set out a bold new vision for the charity, focused on making life fairer for everyone as they age; Professor Sarah Harper CBE (Director of the Oxford Institute of Population Ageing), who delivered the keynote on the strategy’s global context and the importance of lived experiences; and Professor Maggie Snowling CBE, who opened the event by emphasising how vital it is for institutions to engage with their communities.
Image Description: Professor Sarah Harper CBE, Director of the Institute of Population Ageing, delivering the keynote address at the launch of Age UK Oxfordshire’s 2030 strategy.
The event was built around the unsettling truth that "ageing isn’t equal." In Oxfordshire, this inequality is so deep that your postcode can determine your life expectancy by as much as seven years. This wasn't a strategy written behind closed doors; it was shaped by the real-world insights of over 400 people, ranging from charity staff and the public to 99 different professional organisations.
The Postcode Gap: Addressing Hidden Poverty
One of the most important parts of the 2030 strategy is the recognition that Oxfordshire is not equally wealthy. While many see the county as affluent, the report uncovers "pockets of hardship" where people simply do not have the same opportunities to stay healthy. The fact that someone’s life expectancy can change by seven years just based on their postcode is a call to action.
The strategy aims to fix this by moving away from "blanket" services that treat the whole county the same. Instead, the charity plans to put more resources into the specific neighbourhoods where people are struggling the most. This means reaching out to those who might not usually ask for help, ensuring that living a long and healthy life is a right for everyone in Oxfordshire, not just a privilege for those in wealthier areas.
A Strategy Grounded in Lived Experience
During the launch, Professor Sarah Harper CBE shared a vision for a 'fairer later life.' The focus here goes beyond simply providing extra support; it is about shifting the power balance back to older people themselves. The charity’s leadership has set out three core principles to guide their work through to 2030:
- Design around real lives by moving away from "one-size-fits-all" services to support people based on their actual daily realities.
- Prioritise the most vulnerable by standing with those facing the greatest challenges rather than just the easiest to reach.
- Put lived experience at the centre to ensure the voices of older people drive every change the charity makes.
Beyond the "Struggle" Narrative
Age UK Oxfordshire is pushing for a clear change in how we support people as they grow older. Their report identifies four major challenges that currently define later life in our county:
- Poverty and financial insecurity remain primary barriers to a dignified life.
- Loneliness is a systemic issue rather than just a personal one, coming from a lack of meaningful connection.
- Dementia requires a journey of specialised, compassionate support for both the individual and their family.
- ‘Caring in Silence’ describes the many older adults providing intensive care for others without any outside recognition or help.
Image Description: Paul Ringer, CEO of AgeUK Oxfordshire, talking about how their new strategy focuses on those most affected by inequality in ageing and caring.
Ending Loneliness Through Purpose
The "Stronger Together" plan also changes how we should think about loneliness. It argues that loneliness isn't just about being alone; it’s about losing your sense of purpose. Rather than just offering a quick chat or a one-off service, Age UK Oxfordshire wants to help older people stay active members of their communities.
The goal is to move toward a model where older adults are seen as a "resource" rather than a "burden." By creating more ways for people to share their skills and life experiences, the charity helps them stay connected in a meaningful way. At the same time, the strategy focuses on "the invisible workforce"—the thousands of older people who spend their days caring for a spouse or friend. These carers often work in total silence without any help. The 2030 plan promises to bring these people into the light, giving them the emotional and financial support they deserve.
Modernising Support for 2030
To make these big changes happen, the charity is also changing how it works behind the scenes. They recognise that while the world is moving online, many older people are being left behind. The strategy commits to a "no one left behind" policy: they will use technology to make things more efficient, but they will never get rid of the face-to-face support that so many people rely on.
Doubling the number of volunteers is a huge part of this mission. These volunteers won't just be helping out; they will be trained to help people navigate the complicated healthcare system. By 2030, Age UK Oxfordshire wants to be more than just a helping hand; they want to be a powerful voice that demands better treatment for older people. As the report concludes, the focus is no longer just on "getting by"—it is about ensuring every person in the county can age with dignity, security, and a real sense of belonging.
The Path to 2030
Achieving this vision will require a significant scale-up in both funding and community support. By growing their volunteer network and focusing on those most often overlooked, Age UK Oxfordshire is working toward a future where independence and connection are a reality for everyone, regardless of their postcode.
You can read more information about this event and their strategy here and you can see a full recording of the event by clicking here.
About the Authors
Dr Kate Bancroft is a Research Fellow at the Oxford Institute of Population Ageing.
Opinions of the blogger is their own and not endorsed by the Institute
Comments Welcome: We welcome your comments on this or any of the Institute's blog posts. Please feel free to email comments to be posted on your behalf to administrator@ageing.ox.ac.uk or use the Disqus facility linked below.
