Carole Easton
Chief Executive, Centre for Ageing Better
Ageism is the most widespread form of discrimination in the UK, but it is something that many of us have never really thought about before.
Everyone should be free to age without limits, but ageism prevents us from doing so. Often dismissed as harmless, ageist beliefs pervade daily interactions — at work, in our communities, in healthcare and even in how we see ourselves.
Ageist beliefs are everywhere
We should be celebrating the later years of life, but unfortunately, much of society’s messaging tells us that older age is an inevitable time of frailty, decline and loss of independence. While we cannot change all limitations of ageing, we can change those caused by negative attitudes.
Unfortunately, ageism is so ingrained that even older people accept it as normal, hearing it regularly in the media, at work and in everyday conversations. Many have experienced this firsthand.
Sandy, in her mid-fifties, shares: “I’ve never had trouble getting a job before, but suddenly, I seemed unemployable. Despite my qualifications, I was always told they were looking for a ‘different profile’ or that I ‘wasn’t the right fit’.”
We need to change the way
we think about ageing.
Impact of ageism
We also internalise these negative ideas, which can affect self-esteem and create a self-fulfilling prophecy, limiting what older people feel they can achieve or are worthy of. Ageism, when combined with other forms of discrimination — like those based on disability, gender or ethnicity — only deepens its impact.
Jill shares her experience: “Since going grey, people talk down to me, assuming I don’t understand things. I’m called ‘sweetie’ or ‘my lovely’ — something I don’t see happening to men my age.”
Thinking negatively about older people has been ignored for too long. Working towards the eradication of ageism from society is one way to help improve the quality of life in older age for many.
Working to change attitudes
We need to change the way we think about ageing, which is why the Centre for Ageing Better launched the first national anti-ageism campaign in January 2024.
Age Without Limits asks people to take a moment to consider if they hold ageist beliefs or attitudes probably without even realising it. Our campaign will raise awareness and understanding of the impact of ageism on older people’s lives — inspiring us all to take action. We are contributing to the growing movement of people, groups and communities that are working together to challenge this age-old issue.
To get involved, visit agewithoutlimits.org, take our quiz to challenge your own views, share your experiences and learn how we can collectively take action to change attitudes toward ageing.
