Ageism Awareness Day is October 9, an opportunity to draw attention to the problem of ageism in our society and how we can reframe aging in our communities.
Aging is a natural and inevitable process that everyone experiences. And as we grow older, we gain experience and wisdom and become more diverse in various ways. Yet society still views aging through a limited, often highly negative lens.
Ageism — discrimination or prejudice against individuals based on age — is one of today’s most pervasive and damaging biases. And it is a bias against our own future selves because we all hope to reach later life. We at Archstone Foundation and others working to improve the lives of older people need to drive more productive thinking about aging, break down harmful stereotypes, consider important intersections with racism, sexism, and ableism, and advance a more equitable and complete story about aging.
Understanding Types of Ageism
Ageism often appears subtly but manifests in three main ways:
- Stereotypes, or how we think about aging and older individuals.
- Prejudices, or how we feel toward older people.
- Discrimination, or how we act based on these stereotypes and prejudices.
Age bias exists throughout society. It can appear even in casual conversations. When someone tells a friend older than 70, “Sweetheart, you don’t look a day over 30,” it may be a well-intentioned remark, but it nonetheless conveys a clear message that looking young is the ideal. Ageism often materializes as laws and policies such as mandatory retirement ages, which limit opportunities for older workers and perpetuate stereotypes about capability diminishing with age. Even compassionate ageism — treating older people as fragile or incapable — can foster paternalistic attitudes that reinforce negative assumptions about our worth and contributions as we age.
Ageism can also be self-directed. Many internalize societal expectations about aging and begin to believe they are “too old” for some activities or accomplishments, limiting their own potential based on an artificial timeline.
Ageism and the Life Course
Ageism affects us across our lifespan. It can begin early and continue through every stage. In my 20s, I was told I was "too young" to be a gerontologist or care about the challenges facing older adults. When I returned to school in my late 30s and earned my doctorate at 42, I was labeled as a "non-traditionally aged student" by some administrators, as though age should define our capacity for education or professional advancement.
Remaining curious and pursuing educational goals throughout life is valued by my family. My mother became a CPA in her 30s while working and raising me (then in middle school) and my grandmother received a master’s in English literature at 39. With this training, they then each embarked on new careers. For our family, education, and personal growth are lifelong pursuits not bound by artificial age limits. And, as a society, we must challenge ageism’s efforts to impose limits on such endeavors.
Implicit Bias and Aging
Implicit biases are unconscious attitudes or stereotypes that develop over time and influence our understanding and actions. Ageism often operates in this subtle and insidious way, shaping our perceptions of older adults without us realizing it. These biases are often reinforced by media, culture, and daily interactions, leading us to adopt limiting and negative assumptions about aging.
A striking example was The New Yorker cover of October 2, 2023, a cartoon of four nationally prominent politicians using walkers — and reinforcing the notion of frailty and decline in an ageist way. Such media representations shape public perceptions of aging and advance a broader narrative that aging is synonymous with weakness, disconnection, and irrelevance. This needs to change.
Why Framing Matters
It is important to avoid common traps and reframe age-related discussions productively. How we frame conversations about aging is crucial to how others perceive and engage with the issue. Framing helps us decide what to emphasize, how to explain it, and what to leave unsaid.
Framing an issue as a zero-sum game — more resources for older people must come from taking resources away from children, for example — is one dangerous trap. Of course, we have the ability to sufficiently support both populations simultaneously, and we should be certain to promote such solutions.
Framing an issue as a crisis — using terms such terms as “silver tsunami,” for example — instills a sense of fear and urgency around aging without suggesting any solutions. Better messaging starts with a shared vision for a better future, focusing on opportunities and realistic options for all ages.
Framing without context — by dropping dramatic facts and statistics into writing or speeches — is something I’ve done in the past and am working to avoid. Data about aging is most compelling if placed in context and accompanied by a solution-focused narrative. Staying connected to our families, communities, and society as we age can almost always be the central theme.
Building Momentum
The aging process should be viewed as building momentum, not increasing decline. Society needs to offer the right support, policies, and systems to help us live meaningfully and actively as we age. This means addressing frailty and other challenges without being paternalistic. The goal is a culture where ageism is not tolerated and older adults are seen as valuable contributors.
A terrific resource to help you reshape your written and spoken communications so they help reduce ageism is The National Center to Reframe Aging.
The Role of Imagery
At the same time, FrameWorks and AARP recommend these ways to use imagery to reframe aging, because visual representations of older adults play a powerful role in shaping perceptions:
- Depict older adults with limited mobility engaging in activities and participating with others.
- Show older people using technology in ways that signal comfort and competence.
- Avoid using “super seniors” as the only example of successful aging.
- Show older people in the workplace, highlighting their roles as active contributors.
- Use positive imagery of older adults in community settings and engage in positive activities.
- Select images that resonate with your audience, considering their values and perspectives.
Shifting the Narrative
For those of us working in the field, aging is a phenomenon we embrace. However, public conversation often presents aging as a battle or leaves it out entirely. We must do away from the outdated notion that aging is a problem to be managed. Instead, we need to frame aging as a diverse, dynamic process that brings value and wisdom to society.
Aging is not a problem. Ageism is. By addressing and dismantling ageism, we can build a more inclusive society where all of us — at all ages — are valued, respected, and empowered to live our lives fully. Let’s start by reframing how we think, feel, and act toward aging, and encourage others to do the same.
