Meet Maxine Thomas

Hi Maxine! Can you tell us a bit about who you are and what you do?

As Head of Adult and Older Peoples services here at Impact, my role strives to support the services we are able to deliver to people, who need a voice, hope and change. Impact lead on the Ageing Well initiative, with our 9 other local partners we support over 14,000 older people living in Brighton and Hove, to reduce isolation and loneliness, promote good health and wellbeing, prevent ill health and enable older people to remain independent for as long as possible. Our other services across Brighton and Hove mean that Impact supports thousands of people every year.

Impact Initiatives has been supporting people throughout Sussex for nearly 50 years. What do you think has changed the most during this time, in terms of the support you provide and the needs of the community?

Whilst we have seen some needs and services change over the years, there sadly is a lack of sufficient and suitable resources for people to use to. We have seen more people fall between the cracks, whether they are older people who are struggling to afford food and warmth, disabled people be pushed to the back of a very competitive job market or younger people struggling with mental well-being and the issues we see all too much in the media. Demand for support that people can feel comfortable and not punitive is growing and reliance on the community sector has never been so great.

What do you think Brighton & Hove is doing well when it comes to ageing and inclusion – and where is there room to grow?

Brighton and Hove has such a vibrant community and there are many amazing people living here. At Ageing Well, we have over 500 volunteers supporting our work and there are so many more supporting other community groups. We have a large community of befrienders who visit people in their own homes and many others who will help people to remain in touch with their local community. But that said, we still hear of people saying Brighton is a lonely city. People who live amongst student housing, have said they struggle. We also know that the number of people living with dementia is growing and there are insufficient services available. Many older people also struggle with how life is developing with technological advances and feel left behind and financially penalised for not being online.

You’re running Impact Initiative’s annual Ageing Well Festival this October. Why is the festival important to our city and how can local businesses get involved?

The festival in it’s 10th year has grown to become a highly regarded opportunity for older people to learn, grow and have fun. The range of activities with anything from a DJ workshop to a Zumba session, has seen Older people try something new and laugh. With over 130 events available over the 2 week period, there is something for everyone. The festival is important for the city to see that Older people make an incredible contribution to the city and to celebrate ageing and challenge ageism.

Local businesses can help through offering an activity in the festival, or providing sponsorship.

Your team are also encouraging more local businesses to become Age and Dementia Friendly – what does that mean in practice and why should businesses be thinking about it?

We want Brighton & Hove to be a great place for everyone to grow older and keep doing the things they enjoy.

There are more than 39,100 people aged 65 years and over living and shopping in our city and this will continue to grow.

Making your business more accessible and inviting to older people and people living with dementia will benefit you and improve the experience for all your customers.

The new Age and Dementia Friendly Business 5-step Pledge includes:

1. Be welcoming and friendly
2. Offer a seat to rest and toilet if space permits, without needing to spend money
3. Make your business more accessible
4. Attend a 30 minute Alzheimer’s Society Dementia Friends information session
5. Signpost people to more information.
   
   

The spending power of disabled and older households sometimes referred to as the UK Purple Pound and Grey Pound, is worth £594 billion a year. Older people and people living with dementia generate a significant economic benefit to their high street.

Adapting your business to maximise these markets can:

• Bring new opportunities
• Give an advantage to your company
• Have a positive impact on your bottom line

When a business gets it right for older people and people living with dementia, it gets it right for everyone.

And finally, because we always like to get to know the people behind the business, what’s your favourite spot in Sussex and why?

How lucky are we to have this amazing coastline, as an all year round swimmer, I love to dip (sometimes in truth only for a couple of minutes), but most days you’ll find me at some stage in the sea, lapping it up.

Maxine Thomas is Head of Adults and Older People’s Services at Impact Initiatives - find out more here.

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