Age Scotland’s 2025 in review
In this end of year article, our Chief Executive Officer, Katherine Crawford, takes a look back at a few of the stand-out moments for the charity in 2025.
As 2025 comes to a close, I’m reflecting on another busy and meaningful year at Age Scotland.
From empowering voices and strengthening partnerships to advocating for financial security and celebrating grassroots impact, I’m proud of what we’ve achieved in the past 12 months.
So ahead of a new year, let’s look back at some of the highlights – and challenges – that shaped 2025.
Launching a bold strategy for the future
In October, we unveiled our ambitious new five-year strategy, “Action for Change in Older Age”, designed to tackle the biggest challenges facing Scotland’s ageing population. By the end of our five year strategy we want to have delivered high-impact services to a quarter of a million people across Scotland, enhancing their quality of life, strengthening their independence and empowering individuals to act.
Recognising everyday heroes
A highlight in the Age Scotland calendar is always our Awards ceremony, our opportunity to shine a spotlight on the individuals and groups making extraordinary contributions to older peoples’ lives. Congratulations again to this year’s winners.
Partnerships that deliver
We were proud to work alongside partners like Scotland’s Railway, Lothian, SGN and Scottish Water, helping spread the word about Age Scotland and reaching new communities.
Through fundraising challenges like abseils and sponsored runs alongside joint awareness campaigns, our partnerships have been instrumental in ensuring we can support even more older people across the country.
Growing our brand
This year, we worked to grow our brand through high-visibility campaigns that raised awareness of our work.
We achieved nationwide exposure through branding on trains and in stations across Scotland, alongside the unveiling of a specially designed double-decker bus in partnership with Lothian. Our winter campaign, highlighting the loneliest time of year for many older people, featured a powerful video with Still Game star Greg Hemphill.
Connecting communities through the Age Scotland Weekly Lottery
A major milestone this year was the launch of the Age Scotland Weekly Lottery - a new and exciting way for people across Scotland to support older people’s community groups while having the chance to win fantastic prizes of up to £25,000. Every ticket sold helps sustain and grow the network of over 500 community groups providing friendship, activities and opportunities for social connection across the country.
Outreach and community events
In-person engagement and opportunities for social connection play a huge role in our work. We’re delighted that 2025 boasted a packed calendar of events across Scotland, from health and wellbeing roadshows and the expansion of our By Your Side services to a record number of Pride events, dementia inclusion outreach, and engagement with older people from ethnic minority communities.
Helping older people claim what they’re entitled to
In a year of rising living costs and widespread fuel poverty concerns, the work of our information and advice services, including our free national helpline, has been vital in ensuring older people can access every penny they are entitled to and know where to turn for further support.
Tackling loneliness and isolation
We continued to place tackling loneliness and social isolation at the heart of our work, raising awareness through new research that highlighted how widespread loneliness is among older people, while providing direct support through our friendship services which offer reassurance and friendly conversation.
Influencing policy
Throughout the year, we engaged with government and decision makers to amplify older voices – whether that be through campaigns such as advocating for the return of the Winter Fuel Payment or seeking views on what it’s like to grow older in Scotland through the Big Survey.
As we approach the Scottish Parliament elections in 2026, we will continue to ensure that later life remains firmly on Scotland’s political agenda.
Media impact
We championed older people’s issues in the media throughout the year, acting as the leading voice on issues that affect them.
Our national campaign with the Sunday Postnational campaign with the Sunday Post which aims to raise awareness and tackle loneliness generated a wide range of news stories and features, and we were regularly invited to participate in programmes on BBC Radio Scotland, BBC Reporting Scotland and STV News. Notable campaigns including scam prevention, vaccine eligibility, Pension Age Winter Heating Payment and access to cash.
Looking ahead
The challenges facing older people across Scotland are real, but so is the determination to address them. With a bold strategy, strong partnerships and the voices of older people guiding our work, we can look toward 2026 with confidence.
I’d like to say thank you to everyone who has supported us throughout 2025 and wish you all the best for the New Year ahead!
