Mission, principles and values

We aim to create a culture which:

• is clearly centred on the needs and aspirations of older adults, their carers and their communities
• is constantly striving to become a centre of excellence
• welcomes feedback
• is characterised by innovation and creativity
• works as part of the whole system of health and social care
• enables service users and the general public to influence the providers of services
• values staff and volunteers.

Mission

As a member of the Age Concern Federation, our mission is to

Our mission is to promote the well-being of all older adults and to help make later life a fulfilling and enjoyable experience.

Values and principles underpin what we do, why we do it, and guide how we work to achieve our mission

Principles

Our underlying principles are:

• Ageism is unacceptable - we are against all forms of unfair discrimination, and challenge unfair treatment on grounds of age.
• All people have the right to make decisions about their lives - we help older adults to discover and exercise these rights.
• People less able to help themselves should be offered support - we seek to support older adults to live their lives with dignity.
• Diversity is valued in all that we do - we recognise the diversity of older adults and their different needs, choices, cultures and values.
• It is only through working together that we can use our local, regional and national presence to the greatest effect.

Values

Our work is also guided by a set of values:

• enabling - we enable older adults to live independently and exercise choice
• influential - we draw strength from the voices of older adults, and ensure that those voices are heard
• dynamic - we are innovative and driven by results and constantly deliver for older adults.
• caring - we are passionate about what we do and care about each individual.
• expert - we are authoritative, trusted and quality-orientated