Case Study: Centre for Ageing Better reframes ageing narratives with Savanta

Centre for Ageing Better reframes ageing narratives with Savanta through 8 focus groups and a UK survey

The Centre for Ageing Better, a charitable foundation, commissioned Savanta to explore public attitudes towards ageing and demographic change in the UK. Their challenge was to identify the harmful stereotypes and dominant negative narratives surrounding ageing in order to find ways to shift them towards more positive and realistic ones.

Savanta implemented a complex multi-method research approach involving a literature review, stakeholder interviews, and discourse analysis. They developed and tested new narrative messages through focus groups and a quantitative survey, using regression analysis to identify the most effective ones. Savanta delivered a comprehensive view of ageist narratives and provided practical strategies for a multichannel communication campaign to reframe them, leading to long-term changes in public behavior and attitudes.

Centre for Ageing Better