Port Macquarie-Hastings' ageing population should be celebrated says a peak body involved in breaking down the barriers and stigma associated with ageism.
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The Regional Australia Institute is part of a coalition behind a just-launched campaign EveryAGE Counts.
The advocacy campaign is aimed at tackling ageism against older Australians.
RAI chief executive officer Jack Archer says the issue has major importance for the Port Macquarie-Hastings.
"Your area is one of the fastest growing aging population in the country," he said.
"Port Macquarie-Hastings is an attractive area for people from other areas looking to retire. The older population is growing strongly and is becoming a major part of the economy.
"Residents in that area are investing in new houses, and getting involved in the community. They are increasing the size of the local economy through their spend.
"This ageing population is an important source of growth," he said.
Mr Archer said this transition to an aging population needs to be seen as a sign of success for the area.
He says the issue is about perceptions and seeing older people as a positive sign rather than a burden on community.
"Many older residents in Port Macquarie-Hastings are continuing to work and make contributions. They are an incredible asset.
"We have to stop falling into the outdated perspective that retirement or being retired is a burden.
"The growth in industries around ageing is incredible. Most populations are aging and there is enormous growth potential for business offering services to this sector of the population.
"We need to break those outdated ideas as to what older people can contribute."
The CEO pointed to an emerging trend that saw older people involved in start up businesses that directly relate to their experiences and their passions.
"We need to foster these older entrepreneurs," he added.
Mr Archer called for a more informed conversation around aging.
He said the best outcome is when people become part of the community and make a contribution.
Research conducted by the RAI shows that regional communities are ageing faster than our cities.
Therefore, confronting ageism and helping older people stay in the workforce are headline issues for the future of regions.
The EveryAGE Counts campaign seeks to challenge ageism and calls for community support, political engagement and new policy initiatives.
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