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©2019 by Advocates For Ageing.

Web design by Jacynth Bassett

Who Are We?

Established in 2019, Advocates For Ageing - 'AFA' - is a collective of leading activists against ageism.

AFA brings together activists - all experts in their individual fields - to offer unprecedented understanding, insight and analysis of ageism throughout society, and how we can collectively end it once and for all. 

Ageism is entrenched into every walk of life, resulting in a common-place fear of getting older. Whilst incremental progress is being made, tokenism, stereotyping, and prejudice continues in every walk of life. And with our ageing society, it is now more vital than ever that we all engage in the conversation around ageing for the sake of today's generations and tomorrow's. 

From experts in fashion and beauty, to the workplace and psychology, we are united in our mission to challenge and change the narrative around ageing, with a vision of true age inclusivity and equality.

Because ageing is a privilege, not a punishment. 


Our Founding Members 

Introducing our members and their areas of expertise with regards to ageism & ageing:

 Click on each profile for more information 

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Jacynth Bassett (Chair)

Founder of the-Bias-Cut.com & Ageism Is Never In Style 

Expertise: Fashion & Intergenerational  Connection

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Ceri Wheeldon

Founder of Fab After 50 & 

Midlife MOT 

Expertise: Careers & The Workplace 

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Grace Fodor

Founder of Studio 10 Makeup 

Expertise: Beauty, Fitness & Media 

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Tracey McAlpine 

Founder of Fighting Fifty 

Expertise: Health, Wellness & Beauty 

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Dr Louise Pendry 

Senior Lecturer of Psychology

at the University of Exeter 

Expertise: Psychology & Academia 


Work With Us 

AFA members are available collectively and individually to offer insight,

expertise and/or commentary on ageing in their respective fields. 

This includes, but is not limited to:

  • Writing 

  • Quotes & commentary

  • Public Speaking 

  • Brand and marketing consulting 

  • Surveys and market research 

Collectively, AFA has a global database of over 30,000 women and men over 40.

If you would like to work with us, we'd love to hear from you.

So please do get in touch via the form below

Get in Touch

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