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Older woman sitting on sofa

Tackling ageism

We want to shift public attitudes to ageing and stamp out ageism.

The way ageing is discussed in everyday conversations negatively impacts the way people think, feel and act.

At Ageing Better we are committed to tackling ageism in society – in our media, the workplace, politics and popular culture.

We are enjoying much longer lives than generations before us, which opens up a wealth of opportunity for us as individuals and for society. And yet the way we talk about growing old and ageing is often negative and based on lazy and outdated stereotypes

In collaboration with Age-Friendly Manchester we are working with market researchers ComRes and equality and human rights charity Equally Ours to examine how ageing and demographic change are talked about in society, with the aim of shifting to a new, more positive narrative.

Ageing Better believes that the current societal narrative around ageing is damaging people’s sense of self-worth and limiting their aspirations. It may also contribute to structural and institutional ageism, such as in the workplace, stereotypes in TV and advertising, poorly targeted services, and the limited development and marketing of products for people in later life.

This research is the first crucial step in trying to tackle harmful prejudiced attitudes towards older people and the perceived negativity surrounding the ageing process.

The results of the research will help to guide different sectors and organisations whose work relates to ageing. Areas covered by the research will include charity campaigns, government policy documents and political discourse, and traditional and social media.

The success of this project will depend on working with partner organisations and individuals to collect ‘real world’ data and examples that identify the problem, where in society it is located, and how it impacts on individuals.

If you’re working on similar projects, have a view to share, or are interested in using the outputs from the research, we’d love to hear from you.