We want to shift the overwhelmingly negative narrative that exists around ageing and help to tackle age discrimination in all its forms.
We are building an evidence base around ageism and age discrimination – how and where it exists across society and the impact it has on individuals – and developing new approaches to tackling it.
Ageism – the stereotyping, prejudice and discrimination against people on the basis of their age – is a widespread and insidious problem that has harmful effects on older adults.
Structural and institutional ageism can be manifested in many forms, such as in the workplace and recruitment processes, stereotypes in TV and advertising, access to health services, and in the marketing of products. Ageist themes can include pitting age groups against each other, reducing people to stereotypes, and portraying later life as a time of frailty and decline.
Ageism is bad for individuals and bad for society. It means that people potentially limit themselves in how much they can enjoy their longer lives and the activities they do. It also means that our economy and labour market are not realising the full potential of older workers and consumers.