Autumn 2024 marked a decade since we changed our name from Age Concern Kingston upon Thames to Staywell, so we’re taking the opportunity to look back on what led us to make that change.

Why did the organisation change its name?

Society had changed. The name ‘Age Concern’ had been developed over 40 years previously to address the needs of a very different generation, whose health needs and physical capabilities deteriorated a lot earlier in life, where life expectancy was very different from what it is today. This was a generation that went through the 1930s and World War Two, which suffered great hardship and poor living conditions.  Quite rightly, in the 60s and 70s there was much concern for them. Attitudes towards age and ageing were very different then; expectations were low compared with 2014.

We had seen over the previous 20 years how older people had changed: people were healthier and more active than ever before. Living longer, however, was presenting many issues that were not the same as those faced by previous generations. An increasing number of people still needed help and support during later life, particularly to help them live for longer in their own homes – our role was – and is - to provide services that support people’s needs today.

By 2014, the national body called ‘Age Concern’ was no more, replaced by Age UK. Too often, back then, it was assumed we were part of Age UK, and that they controlled and funded us, which caused confusion. We were, and are, in fact totally independent and don’t receive funding from any umbrella organisation.

There was not the same ‘concern’ over ageing as there used to be, and this meant that the name was not as relevant as it once was.  An increasing number of people over 60 simply did not identify with it.

The name no longer described everything we did. We were working with greater numbers of younger people than ever before and providing a wider range of services, not all of which were aimed at a specific age group. We aimed to expand and over time offer more services; we believed this new name would help us to do this - the time was right for change.

Why Staywell?

It’s what we do: we help people stay well. We wanted to continue representing the changing needs and identity of older people. The new name better reflected who we are and what people want, hugely important in a period where many, quite rightly, don’t consider themselves to be ‘old’.

We consulted widely on the change over a period of nearly two years. Our users told us that what was important to them was the service they receive – what mattered was the quality and the value for money. We were getting great feedback about all our services and were confident that the name change would not affect any of that.

‘It’s a positive message which reflects people's assets rather than their weaknesses, does not patronise and implies choice.’

Charlotte Fitzgerald, Trustee, 2014

What now?

10 years on, we continue to evolve. Staywell is an established brand, widely recognised and respected in the community. Our heritage as Age Concern Kingston upon Thames will always be important, indeed it remains our legal charity name. In 2026 we celebrate the foundation of the organisation as Malden and Coombe Older People's Welfare Association.

The words of Chief Executive Shane Brennan, commenting in 2014, are as relevant today as they were then:

'We will continue to be a voice for older people, engaging widely with the community and providing award-winning services. Our users cherish our independence, our strong local knowledge and our free Information and Advice service is something they say is terribly important.'

 

You may also be interested in Our history | Staywell