ELDERLY people feel isolated and lonely, a new survey has revealed.

Home Instead Northwich & Knutsford questioned 1,000 older people across the North of England to find out how they felt.

The local home care company sees many clients with a strong zest for life and an enthusiasm to get involved in the community, challenging the stereotype that old age is a time when we want to slow down.

However, 78 per cent of respondents said they feel ignored by fashion brands, the media and modern technology.

The survey uncovered that losing independence later on in life is a strong fear with many concerned about the prospect of ending up in a care home.

Nick Hodgson, head of operations at Home Instead Northwich & Knutsford, said: "Our goal is to change the face of ageing and ensure older adults are respected and valued in society.

Nick Hodgson, head of operations at Home Instead Northwich & Knutsford Nick Hodgson, head of operations at Home Instead Northwich & Knutsford (Image: Supplied)

“Older adults contribute to our communities in countless ways, and our research highlights their desire for a life filled with joy and support.

“So it is of upmost importance that we combat outdated, traditional stereotypes face on.

“This is a wake-up call for society to become more inclusive, better equipped and compassionate towards our older generation.”