Who We Are
55/Redefined is the UK’s champion for the over-50s. We’re a disruptor. We’re here to challenge the status quo. We advocate for age diversity, positivity and inclusion across all areas of life.
The world of 55/Redefined was created when our founder Lyndsey Simpson reflected on patterns of ageism she had witnessed across the contrasting sectors of finance, HR and consumer brand. The idea was further developed by reading academic research by Professor Andrew Scott in ‘The 100 Year life.’ It was clear to Lyndsey that there is so much wrong with our current view of ‘old’, and we urgently need to adapt to what growing older means in this new generation. The fundamental changes in life expectancy, health and wellness mean that we all need to re-frame current expectations and attitudes.
As a result, Lyndsey wanted to create an organisation that would help individuals and organisations think differently and see the opportunity and untapped potential of ‘older’ in all aspects of life. It was quickly realised that to allow people to thrive at any age whether 50, 60, 70 and beyond would involve changing society by removing barriers of ageism in its various forms.
Launched September 2021
So, in September 2021 55/Redefined was launched to celebrate the aims, understand the needs and help address the challenge of ageism which currently causes disadvantage and distress. Our powerful anti-ageism message has proved popular and is already driving positive change in UK today.
Why 55 Redefined not 50?
It is a question that is often asked and simply reflects the current reality that 55 is often a 'pivot point' for many people in their life. It is an age when many people leave jobs or want to change career, family dynamics shift as children move away, house moves or even second homes are in play and it is the year financial discussions around pension options are highly pertinent.
So although the name 55 reflects a key point of change, we are here to support members from 50 onwards helping people navigate towards 55 and well beyond. We believe it is time to embrace life and really do what you want, and a little extra help can be useful when there is a lot going on.