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Age UK Norwich has today published its Impact Report 2024–2025, showcasing a year of growth, resilience and significant community impact as the charity approached its 80th anniversary.

The report reveals that during 2024–25, Age UK Norwich supported nearly 8,000 older people across its services (a 38% increase on the previous year), delivered 10,486 advice sessions, and secured £1.5 million for residents facing financial hardship. The CEO and Chair of Trustees foreword underscores the proven value of the charity’s preventative services. Independent findings estimate that £19 million is returned to society through reduced loneliness, improved health, financial stability and decreased pressure on statutory services.

The publication highlights how the charity’s services are making a difference in the city and county. Their Health Coaching service reducing frailty and fear of falling; Complex Community Support and Befriending services tackling isolation in one of England’s loneliest cities; and its Accredited Advice team responding to rising pensioner poverty and fuel hardship.

The year also marked significant progress in making Norwich an Age Friendly City. In partnership with Norwich City Council, Age UK Norwich secured official Age Friendly status from the Centre for Ageing Better and launched the State of Ageing in Norwich report, setting out priorities for housing, transport and tackling inequalities.

The charity, founded in 1945, celebrated their 80th year in 2025, with a week-long exhibition in the forum in August, but are clear about the challenges facing the city and county.

Dan Skipper, Chief Executive Officer of Age UK Norwich, said:

“Norfolk has one of the oldest populations in the country – our response must match the scale of that challenge if we want to Norwich and Norfolk to be a place where our later life is filled with opportunity and independence.  Unless we invest at scale in community and preventative services, we will continue to see the current trends of increasing frailty and disability, people leaving work due to their health and caring responsibilities, and shorter life expectancy.”

The Charity has set out clear recommendations to commissioners and policymakers:

• Plan to Scale preventative services that are proven to work.
• Invest in Prevention, shifting away from purely clinical responses.
• Fund the Intervention, directing resources to frontline community support.
• Empower Older Workers through Age Friendly employment practices.
• Bridge the Gap between services so people do not fall through departmental silos.

Alastair Roy, Chair of Trustees, said:

“The evidence of our charity impact is clear – from how we improve the lives of our clients, getting people get back to work or enjoying their later life, to the social and economic value we generate.  Investing in community-based preventative services improves lives and reduces pressure on NHS and care services. We’ve been recognised nationally for our services – we now need to see that locally.”

The charity is inviting residents, partners and businesses to read the report, get involved and help shape the next chapter of the charity’s future.

Sex & intimacy:

Age UK’s research highlights that, despite three in five (59%) over 50s believing that a healthy sex life is important for a relationship at this age, 10 million (39%) feel uncomfortable discussing this.

Nearly half (47%) of over 50s feel that advertisers and brands ignore the sexual needs of people in their age bracket. This societal stigma has serious knock-on effects on how people in mid and later life are understood and accommodated for, even in healthcare settings. The research reveals that:

• 5 million (19%) over 50s think their sexual health needs are overlooked by their doctor or other medical professionals
• 1 million (15%) over 50s would be too embarrassed to go for an STI (sexually transmitted infection) test
• 9 million (15%) over 50s worry about their sexual health and wellbeing

Dan Skipper, Chief Executive Officer at Age UK Norwich, says: “This national initiative is so important because we’ve seen first-hand in Norwich how relationships formed later in life can flourish into something truly special, including marriage. That’s why we’re so pleased to be part of it, helping to spread this important message and signpost people to the new Age UK guide.”

The Still Got It initiative is supported by a range of credible experts, including TV presenter and dating expert, Anna Williamson, sex and relationship author and columnist, Tracey Cox, behavioural psychologist, Jo Hemmings, and doctor and author, Dr Miriam Stoppard*.

Relationships and connections:

As Valentine’s Day draws closer, dating, relationships, love and self-love become hot topics and while, for some over 50s, the day passes like any other, for others, it’s action-packed.

Age UK’s research reveals that for 3.3 million (12%) over 50s, their ideal Valentine’s Day consist of getting intimate with their partner, and for 1.2 million (4%), it includes trying something new in the bedroom like a new sex position, toy or lingerie. The day is due to be equally busy for 940,000 over 50s, whose ideal Valentine’s Day includes getting back out there to look for a new connection, believing it’s never too late.

When asked how they would look for a relationship, sex or intimacy for themselves or a friend, 11 million (42%) over 50s would hope to do this the traditional way – by meeting someone while out and about. Furthermore:

• 7 million (37%) over 50s said they would join groups or clubs. This could include our most popular Over 50s Night held at Mr Postles Apothecary or one of our coffee clubs.
• 1 million (15%) over 50s would go on a singles holiday
• 7 million (10%) over 50s would reconnect with an old flame

Michelle Collins, acclaimed actress and TV soap star, says: “As we get older, the world becomes more obsessed with our age than who we really are. But we’re exactly the same person on the inside as we’ve always been – maybe we even know ourselves better now.

“That’s why I’m so proud to support Age UK’s Still Got It initiative. As someone who found love in her 50s, I’m keen to raise awareness of the stigma that’s out there around older people and sex and relationships and promote the need for more information and advice on this subject like the Charity’s new guide. It’s so important to continue embracing every part of ourselves in later life, including our sexual and romantic needs and desires – and that starts by talking about it.”

Of course, the landscape of finding love has changed a lot in recent years, with two-thirds (64%) of over 50s saying the new world of dating and apps would leave them feeling overwhelmed. Many also admit to not feeling confident in their knowledge of certain topics like erectile dysfunction (36%), STIs (31%), the menopause (28%) and the link between sex and intimacy and mental health (38%).

The new Age UK Guide is all about empowerment through information, helping those over 50 feel as though they can discuss sex, relationships, love, dating and intimacy openly and without fear of judgement or shame. Age UK Norwich believes this will, in turn, help ensure people in this age group don’t feel forced to shut down this part of themselves if that’s not what they want, but instead are well-informed enough and encouraged to lead the mid and later life they want to live.