70 Up Study

In 2023 KYN commissioned a study ’70 Up’ to explore how people feel about age. Research was conducted by Thinks Insight & Strategy, featuring 1,663 respondents, 653 of which were over 70 (10th – 24th August 2023).

Ageing is often seen through a lens of decline – frailty, dependency and loneliness. Yet our 70 Up study boldly challenges that narrative.

It sheds light on an age group that defies stereotypes and turns societal taboos on their head. Far from the clichés of ageing, the findings in this report reveal a vibrant, nuanced picture of life at 70 and beyond, filled with confidence, passion and wisdom. A life that all of us at KYN recognise well from our interactions with our fascinating and inspiring residents. In a society that is often fixated on youth, this study provides a refreshing perspective, examining topics we rarely associate with older adults: confidence, body image, sex, and the harmful effects of infantilising language. What emerges is a portrait of septuagenarians, and above, who are not only thriving but also reshaping our understanding of what it means to age.

Through the voices of 600 individuals aged 70 and above living across the UK in 2023, along with over 1000 younger participants, this report paints a vivid and, at times, surprising picture. It not only highlights the disconnect between how older people see themselves and how they are perceived by others, but also calls into question the outdated perceptions of what growing older really means.

It’s a call to reframe how we view age, break down taboos and celebrate the richness and complexity of life beyond 70. This report invites us to listen, learn, and perhaps most importantly, recognise the dignity, autonomy and pleasure that comes with ageing. We hope that as you explore these findings, you may discover that the best years of life aren’t always behind us. For many, they begin at 70.