The first theme is societal attitudes of older people and how the state develops services and implements policies related to the provision of care for people with dementia. Our data revealed that collectively as a society, we place less value on older people than on younger people, especially those nearing the end of life.That would be like shoving me in a home when I get older and they've got me listening to dance music all the time. It's homogenous kind of 'one size fits all'… There was something like the King's report last year that said in society we're all so focused about the under threes and children, and actually the most vulnerable members in our society are older people, over the age of whatever it was. And I thought, 'Yeah, they are, because they just don't have a voice' (Specialist Mental Health Professional).