Five Hours a Day

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With life expectancies increasing by five hours a day and Baby Boomers entering their later years, our assumptions about ageing and who is 'old' are fundamentally challenged. Moving beyond chronology as a way of understanding age will be a key shift as we move to an older society. And we need to innovate to enable us to adapt to an ageing population, including recreating our social institutions and creating ways for people to help one another to harness the opportunities of an ageing society and enable all of us to age better.

This report sets out Nesta's thoughts on the impact of ageing on society and what that means in terms of innovation. It makes the case for a systematic look at how we live in the context of changing demographics, with a priority on the issues which have most impact on older people's lives.

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