It is perhaps easy to believe, in our digitally dependent age, that we live in a young person’s world.
However, there is a danger we are becoming increasingly youth-obsessed as a society and in doing so risk belittling or patronising older generations.
So even though we are, in general, living longer and healthier lives, this idea that we cease to be useful once we reach a certain age still persists.
It’s why a new campaign that challenges the way elderly people are portrayed in the media is to be applauded.
After all there are no shortage of inspirational pensioners in this country. People like 75-year-old Bill Mulroe who runs two charity shops for the cancer fund he manages and has raised more than £1.75m for hospitals across West Yorkshire.
It is people like Mr Mulroe who serve as a reminder that not only should we respect older people, we should be harnessing their wealth of experience, knowledge and vitality.