A new report by Housing 21, a leading specialist in older peoples care, health and housing services in the UK, says that every political party's election manifesto should include an outline of long term entitlements to highlight a commitment to treating older people fairly. The report, Fair ageing: the challenge of our lifetime, come on the deadline (12.10.09) for responses to the UK’s Government's Ageing Strategy: Building a society for all ages. The report brings together key messages and themes to emerge from a series of events organised by the Fabian Society for Housing 21 in partnership with Counsel and Care. It underlines that Britain has 'barely begun to adapt' to a new demographic structure which, it says, will require fundamental changes in how society functions. Three elementary factors emerged from the discussions: First, that attitudes towards older people need to change; second, that older people need to be mobilised, not just helped; and third, that a better deal for older people is in everone’s interests.