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 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