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
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