Ageism is one of the least recognised yet most pervasive forms of prejudice. Unlike other forms of discrimination, it affects everyone eventually, regardless of race, gender, or sexuality. Despite its universality, it is often subtle, systemic, and deeply ingrained in society.
One of the most insidious aspects of ageism is that older individuals often internalise it. Many dismiss themselves as “too old” or adopt societal criticisms, reflecting them back with self-deprecating humour or resignation. This self-inflicted prejudice undermines their confidence and reinforces stereotypes.
Ageism is embedded in institutions and policy. Politicians and civil servants frequently refer to older generations as having “lived their lives,” suggesting diminished value. We have only to recall the attitude of government over Covid and those being discharged to care homes to exemplify that. Moreover, economic decisions, such as the denial of compensation to WASPI women, the reduction of winter fuel allowances, and tax incursions on basic pensions not only devalue people but create breaches of lifelong social contracts.
Moreover, healthcare decisions often reflect ageist biases. Over 75’s may face reluctance in receiving treatments due to perceived risks. Younger generations, such as millennials, frequently accuse ‘baby boomers’ of environmental and economic issues. This overlooks the fact that whilst post war life was better than for earlier generations, ‘boomers’ typically had smaller carbon footprints, with lifestyles marked by thrift and sustainability: fewer cars, durable goods, and a culture of repair rather than replacement.
In the workplace, ageism manifests in assumptions about productivity. Contrary to stereotypes, research suggests older workers often outperform younger counterparts. What they may lack in physical vigour is offset by experience, cognitive ability, focus, and loyalty. Older employees stabilise teams, offer invaluable institutional knowledge, and contribute a sense of continuity. Yet they can be subject to dismissive attitudes, such as labelling them as having “had their day,” erode their contributions and overlook their unique strengths.
Consumer culture often marginalises older individuals. Modern marketing focuses on youth, while quality, long-lasting products that older generations value are in decline. High street shopping is dominated by disposable fashion, leaving little room for enduring styles that once defined middle-class aspirations.
Even practical matters like labelling on medicines or food packaging demonstrate insensitivity. Fonts are often illegible for anyone without perfect vision, and overseas and or noisy call centres outsourced for cost efficiency, can be difficult for those with hearing impairments to navigate. The online world often denies those who value personalisation and human contact over the transaction. Such systemic oversights convey a subtle yet persistent message: society prioritises the young and is transactional rather than relational.
The failures of social care are glaring and should be a source of national shame. Older people, many of whom have contributed to society their entire lives, face long NHS waits and inadequate support in their most vulnerable years. Although the NHS has predominantly treated older people since its inception, it only introduced comprehensive anti-ageism policies around 12 years ago. This underscores the need for all institutions to adopt anti-ageism strategies that honour the social contract with an ageing population, rather than allowing ageism to persist in plain sight.
This neglect forces many older individuals to exhaust their life savings to fund care, stripping them of assets they worked hard to accumulate. It’s a stark violation of the promise of dignity in old age in return for a lifetime of contributions.
Older people are often described as “dinosaurs,” a label they sometimes accept with wry humour. But perhaps society should rethink its view. After all, dinosaurs-like the T-Rex in Jurassic Park-are symbols of power, resilience, and awe. They did well for Spielberg! Instead of overlooking the older generation, we should recognize the value they bring – wisdom, stability, and a perspective forged through decades of experience.
This isn’t to suggest neglecting younger generations. Supporting youth is crucial to building a better future. But today’s youth will also grow old and face these same challenges unless we address ageism now. Society must move beyond treating age as a burden and instead celebrate it as a stage of life that offers unique contributions.
With one in five now over 60, ultimately, ageism is not just a social justice issue-it’s a practical one. A society that marginalises its older population squanders an invaluable resource. Addressing ageism requires systemic change, from policy reform to cultural shifts in all organisations, that and value aging for its social worth rather than its economic challenges.
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