So, how does one advocate for the fastest growing demographic in the UK – simultaneously creating an awareness both internally and to the public-at-large of the value of experience and wisdom – in a world evermore focused on the next new thing? That’s the challenge facing Age Scotland, an organization that provides a voice for the needs and concerns of older people there. Even more daunting, as we dug deeper, was the conundrum that the more we appear to be helping, the more helpless older people feel and appear, thus exacerbating the very problem we are trying to sort. The solution? Start the change by creating simple, executable programs where the net results are a shift in the perceived value of older people to others and, more importantly, to themselves.