A lack of interaction between young people and the elderly could be having a negative impact on fundraising efforts for charities that work with older people, according to new research by Jewish Care.
The health and social care charity commissioned the research organisation Ipsos Mori to carry out a poll of people aged between 16 and 35 to find out how much they interact with older people.
The poll, which questioned 594 people, found that 53 per cent of respondents said they spent quality time with someone over the age of 70 only once every six months or less.
The charity said it could be a warning sign that charities working with older people will find it increasingly difficult to recruit young volunteers and funds from younger people.
Justine Harris, director of marketing and communications for Jewish Care, said it was important for charities to connect with younger people because they were fundamentallly important as donors and volunteers.
"If you cannot get the young connected with the issue they won't volunteer and won't give any money," she said. "You give to things you care about. If you can't create that connection your request for support falls on deaf ears."
She added that charities could create campaigns that focus on persuading young people to reassess the value of the elderly.
Jewish Care has recently launched a campaign called Pearls of Wisdom that seeks to celebrate the wisdom of the elderly, and includes a film launch and a social media campaign.