Principles
The brand principles set out our core beliefs and attitudes - what all of us in Age Concern should aspire to, whatever we do.
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 and values.
Unity is our strength: it is only through working together that we can use our local, regional and national presence to the greatest effect.
