By 2050 around 50% of the UK population will be over the age of 50.
Might it be that a more positive view of ageing is not only effective in reducing negative stereotypes of ageing but can bring about positive health and social benefits?
We have come to recognise discrimination in respect of race, gender, sexuality, religion and disability - older age has yet to receive the same acknowledgement.
The greeting card industry has a role to play and is, sadly, all too often seen to reinforce negative stereotypical views of older age.
“Seniors are often invisible in our society, which is very sad. I don’t think it’s going to stay that way once the baby boomers get older. They are going to become very prevalent in society. They are going to be out there advocating for their rights and the rights of seniors, and as they become more noticeable and out there in society, you’re going to start seeing some changes.”
Source: Applied Social Psychology student Shannon Ellis.
"Age is mind over matter. If you don't mind, it doesn't matter"
Our collection shows that it doesn't always have to be that way...
Cool Cards : Positive Ageing Greeting Cards
Cool Cards Blog: Greeting Cards betray attitudes toward elderly
Google : Positive Ageing
"A 97-year-old man from Dorset is believed to have become Britain's oldest skydiver after jumping out of a plane at 10,000ft (3,048m).
George Moyse, who will celebrate his 98th birthday on Wednesday, landed safely on Salisbury Plain in Wiltshire.
Mr Moyse, of Bournemouth, who was strapped to an instructor, carried out a freefall for the first 5,000ft (1,524m) at nearly 120mph (193kmh).
He is raising money for the Royal National Lifeboat Institution (RNLI).
Mr Moyse was joined by his 43-year-old grandson, Edward Brewer, who also completed a tandem jump in aid of the Royal Air Force Association.
After the jump Mr Moyse said: "It was lovely, I really enjoyed it, I wasn't frightened at all.
"It was the first time but it won't be the last."
Mr Moyse said that he was an outgoing person who put his old age and agility down to luck.
"I do not sit around, I get about, I go for a walk every day and I do my own cooking, washing, ironing, everything," he said. "I have just been lucky to be so agile."
Earlier, Mr Brewer, of Petersfield, Hampshire, said: "This is all my grandfather's idea; he has supported the RNLI all his life so they were the obvious beneficiaries when he decided he really wanted to do the jump."
In 2008, RNLI lifeguards in the south west responded to about 8,400 incidents on the beach, helping nearly 10,000 people and saving 39 lives.
The charity operates more than 230 lifeboat stations in the UK and Ireland and has more than 100 lifeguard units on beaches around the UK"
Source: BBC News - with video