WEAAD - THEN. NOW. NEXT.

PRESS RELEASE:

FOR IMMEDIATE RELEASE: 01.06.2026

“Better Understood. Still Overlooked”: Hourglass launches major World Elder Abuse Awareness Day campaign marking 20 years of global action.

As the UK population ages at an unprecedented rate, Hourglass has today launched a major new awareness campaign marking the 20th anniversary of World Elder Abuse Awareness Day (WEAAD), warning that older victim-survivors are still too often overlooked by the systems meant to protect them.

The campaign, THEN, NOW, NEXT: 20 Years of WEAAD, reflects on how understanding of the abuse of older people has evolved since WEAAD was first established in 2006 - while challenging governments, public services and society to confront the realities of abuse in later life over the decades ahead.

Through 20 insight-led themes spanning domestic abuse, safeguarding, economic abuse, healthcare, housing, technology, justice systems and ageism, the campaign explores both the progress made over the past twenty years and the significant gaps that remain.

Hourglass says the campaign’s central message - “Better Understood. Still Overlooked.” - reflects a difficult reality facing many older victim-survivors across the UK today.

While awareness and public understanding of abuse in later life has improved over the past two decades, older people remain significantly underrepresented within public policy, safeguarding responses, domestic abuse strategies, research, public campaigns and frontline support services.

Data from Hourglass shows:

• 87% of abuse reported to the charity takes place within the victim-survivor’s own home;
• adult children are the single most commonly identified alleged perpetrators;
• economic abuse is present in more than a third of all cases known to the charity; and
• 80% of victim-survivors supported by Hourglass report living with a disability.

The charity warns that many safeguarding and domestic abuse systems still struggle to fully recognise the realities of abuse in later life - particularly where abuse involves adult children, coercive control, dependency, disability, cognitive impairment, dementia or economic exploitation.

Hourglass says that despite increasing awareness, many public systems and policies are still primarily designed around younger demographics and do not adequately reflect the complexity of ageing, family dependency, long-term illness, care needs or later-life vulnerability.

Richard Robinson, Chief Executive of Hourglass, said:

“Twenty years after World Elder Abuse Awareness Day was first established, society is better at recognising the abuse of older people - but far too many older victim-survivors are still being missed by the very systems meant to protect them.

“Too much abuse in later life still remains hidden behind closed doors, hidden within families, or hidden behind assumptions about ageing, illness, dependency and care. Awareness has improved, but recognition alone is not enough.

“Safeguarding, policing, healthcare, housing and domestic abuse responses must continue evolving to reflect the realities of abuse in later life and the growing complexity of an ageing society.

“This campaign is both a reflection on the progress made over the last twenty years and a challenge for the next twenty. By 2050, the UK population will be older than ever before. If we are serious about building a safer ageing society, older people can no longer remain an afterthought within policy, public debate or frontline services.”

The campaign will run throughout the lead-up to WEAAD 2026, with Hourglass releasing insight-led social content, statistics, frontline commentary and calls for reform across England, Scotland, Wales and Northern Ireland.

Hourglass estimates that the abuse of older people already affects almost 2.7 million people across the UK every year and costs the public purse at least £16.6 billion annually - a figure projected to rise beyond £25 billion by 2050 without significant intervention and reform.

ENDS

Hourglass is urging those keen to support the charity to donate by visiting www.wearehourglass.org.uk/donate or texting SAFER to 70460 to donate £10. Texts cost £10 plus one standard rate message and supporters will be opting in to hear more about Hourglass’ work and fundraising via telephone and SMS. To donate without receiving marketing communications, text SAFERNOINFO to 70460.

Hourglass media contacts:

Richard Robinson, CEO – richardrobinson@wearehourglass.org | 07552 245232 / 07807 229447

Veronica Gray, Deputy CEO / Policy Director – veronicagray@wearehourglass.org | 07496 663816

Notes to Editors:

Hourglass is the only UK-wide charity focused solely on ending the abuse and neglect of older people.

Every year, one in six people aged 60 and over experience abuse - equivalent to almost 2.7 million older people across the UK.

The charity provides a free 24/7 helpline (0808 808 8141), community-based support and policy advocacy focused on creating a safer ageing society.

About Hourglass

Hourglass is the only UK-wide charity dedicated to ending the abuse, harm, exploitation and neglect of older people. The charity works to raise awareness, influence public policy and provide support to older victim-survivors and those concerned about them.

Hourglass operates the only UK-wide 24/7 helpline dedicated to the abuse of older people, providing confidential information and support every day of the year on 0808 808 8141.