I have long been a critic of the term ‘Active Ageing’ in campaigns to promote the concept. Singapore being a prime offender.
All the more reason to applaud the latest initiative from Sport England which has set its sights on increasing sports participation among women in their fifties and sixties, with the next phase of its hugely successful “This girl can” campaign.
While this phase is aimed at older women, the broader initiative is an inter-generational programme. It avoids the danger of stigmatising participants on the basis of age. Perfect.
Governments take note. If you want older people to remain or become more active, don’t call them old!