People and communities Standards for age-friendly communications

Positive representation

Positive representation can help build self-confidence in individuals. It offers them role models and examples to look up to. Representation allows minorities to feel validated and allows us to express their opinions comfortably. This creates a team environment where ideas are diverse, perspectives are varied, and everyone feels valued.


  • Include older residents. Show our full diversity. Ensure that people in middle to later life are visible and fairly represented in communications, presentations and campaigns.
  • Offer the same opportunities to over-50s.
  • Think equality – one size does not fit all.
  • Everyone deserves chances to live well.
  • Remember: age cuts across race, sexuality and gender.
  • Consider your audience: people 50 to 60+ may not see themselves as older, and neither do some people aged 80+.
  • Show age-positive, diverse people in middle to later life. Reflect their diverse roles and contribution to our city’s life.
  • Be real – show older people living, working and socialising in Manchester.


  • Generalising – Older people are a diverse group
  • ‘Othering’ words such as ‘they’ and ‘them’. Be specific about ages if relevant.


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