Are you Ageist? A brilliant new campaign
— by Alyson Walsh

On my local train station the other day, this billboard stopped me in my tracks. The question ARE YOU AGEIST? in massive big capital letters. Whoop! I did a small fist pump, as I rushed to take a quick photo while jumping on my train. Oh yes, I can multitask… This is the first ever campaign against ageism in the UK. The work of Age Without limits, an organisation formed by the charity Centre For Ageing Better; whose research has shown that over-50% of over-50s in the UK have experienced ageism. Tell us about it…
As the Centre’s chief executive, Dr Carol Easton points out:
‘Ageism is the prejudice that’s hidden in plain sight. We see and hear casual ageism every day, it’s embedded in our society and even accepted as normal by many of us who are older. It is often dismissed as being harmless, but if you look at the research, or speak to people whose lives have been affected by ageism, you will soon realise ageist ideas or beliefs can be incredibly damaging for us as individuals and for wider society.’
Let’s hope this brilliant campaign makes a difference.
More information about the Age Without Limits campaign and challenging everyday ageism HERE.
Discussion (20 Comments)
Cate says:
Interestingly the only place I have ever experienced ageism was Canada (used to live in Toronto). Was in my 30’s at the time and constantly told I was “too old”
Patrish says:
I’d wear a T-shirt with that sentiment on it. Gladly. And, I’d look damn good in it. Bring it on! Bravo to the UK. I’m afraid the US is light years behind the UK. Thank you for making my day, Alyson!
Totally off the subject, I watched the Worricker Trilogy again last week. So so so good. Got all 3 from my library as it is not streaming anywhere in the states. (or nowhere I could find). Anyway, totally brilliant acting.Zoe says:
Thank you for this post Alyson. I have just signed up to their campaign, this is so important.
I am currently in the process of being invited to participate in various surveys from various fashion and independent sewing pattern designers about their focus. I have commented upon the serious lack of older women appearing in any of their promotional material and I have asked that this needs addressing. They are alienating an ever increasing sector of society for discriminating this way.
Julie from Bournemouth says:
An interesting topic! I’m a member of my local U3A (University of the third age) which is a brilliant organisation, offering classes and activities in practically every artistic, creative, intellectual, sporty, social and spiritual activity under the sun. Launched in 1981, it has branches all over the country and is aimed at those who wish to continue a fully active, dynamic lifestyle in later life. I find it Indispensable -most especially for the solidarity, friendship and mutual admiration of older women which is shared throughout!
https://www.u3a.org.uk/Angie says:
Like MANY (most?) women born in the fifties I was told at the age of 32 that I was an ELDERLY primigravida when having my first baby. Ageism has continued well into my sixties and seventies with the tilt of the head from cashiers, the aaaah as I get my purse out, or the ‘dear’ comment. Who are you calling dear? Me? How dare you!
I am ageist in the opposite direction as I switch off presenters, podcasters and the like who try to tell me what life is like as we age, when they are below 40!Sarah Cleverdon says:
What I seem to get is the benign form of ageism. Being called “dear, “lovely “and even “Mother” by younger people. Kindly meant but intensely irritating. To correct them seems pompous and the interaction is usually too short to bother.
Susan Newell says:
Why do people (men) greet older women with “Hello young lady?” It is patronizing. My physical therapist addressed me with that phrase and I called him on it. He said it is a compliment. No, it isn’t. It is demeaning. My new retort shall be….I am not young and I have never been a lady. Ageism is everywhere here in the US.
Lou says:
Infuriating. And all too familiar. My orthopedic surgeon asked me a question, addressing me as « dear. » I lobbed it right back. When replying, I wedged « dear » into my response. Oddly—or not—he seemed to not have heard the diminutive!
Mrs Tonia says:
As I commented earlier in the week I’m pleased to see Alyson embracing and drawing our attention to Ageism campaigns and this important topic. A few years ago I wrote a review for TNMA of a book about this topic. There were moves even then to improve the climate for people wishing to continue to work past retirement. Depends who you are and what you are doing.
I’ve been reading about the literary society and moves to lower the ages of their writers and to improve their inclusivity to make it less male pale and stale with a lot of older authors resigning. It’s now headed by Bernadine Evaristo.
Complex times. Complex issues out there. Of which Ageism with an ageing population is just one.
Thanks for pointing us to this campaign which I shall check out.
Good on you Alyson. Taking a snap while catching a train. Keep up the good work both on these important topics as well as how to present oneself to the outside world to seem relevant still.Cathérine says:
I experience Ageism om a daily basis unfortunately. In the workplace I’m part of ‘the dinosaurs’. And yes, that’s what some colleagues call my generation on the workfloor. Whatever you say, nobody listens, none of your idea’s are taken into account even with more then 30 years of experience. Frustrating. And in daily life I seem to be invisible. Once you’re over 50 (I’m 58) you’re completely overlooked and apparently, according to society, my IQ has dramatically dropped since being ‘of a certain age’. The only interest I still arouse is for publicity for incontinence pads and retirement homes 😉 I live in Flanders (Belgium) and I wish we had such a campaign because live would be a lot easier if people realised that Ageism really exists.
Evelyn Neilson says:
Totally agree with Alyson and Cathérine here- working for NHS Scotland – – I am 58 and currently off after a knee replacement. Before the op I was limited in areas where I could work. To be fair, they did look out for me. Though one colleague ( under 30) treated me like I had cognitive impairment, instead of osteoarthritis in my knee! I am 3rd oldest in my department and been qualified longer than most of my colleagues have been alive!! Another 52 year old colleague says they treat us like old ladies!!! As you say, all that experience but they won’t listen.
Hilary says:
I am 75. When I got on the bus today the driver greeted me with ” hello sweetheart” and “thanks darling” as I presented my bus pass. Then I realised he was saying that to everybody – just Yorkshire friendliness!
You might be interested in reading Breaking the Age Code by Dr. Becca Levy, one of the world’s leading experts on aging and longevity. It’s a fascinating read about the impact of negative age beliefs as well as a call to stand up against ageism and its negative effects.
Sarah P says:
Hard to know without seeing it properly defined. The Armed Forces have upper age limits for recruitment. Is that ageist? Many employers have mandatory retirement at a particular age. Is that ageist? There is legal authority that mandatory retirement at a particular age can be lawful if it is a “proportionate means of achieving a legitimate aim” see https://www.jpclaw.co.uk/latest/landmark-ruling-on-age-discrimination-case . In law the question of what is or isn’t unlawful age discrimination is quite a complex and fact-sensitive question.
Laura Sherman says:
Although I haven’t encountered ageism yet, I know it is just around the corner. Thank you for your post! It’s good to keep this in mind. Unfortunately, prejudice comes in many forms and sizes…
Renee says:
I’ve noticed this organised on the television, which is great! Raising awareness for ageism is truly important as in today’s world where older individuals are still productive and contributing to society. I’m proud to say that I landed my first full-time managerial job – I have always been an entrepreneur – at the age of 63 and my second role at 70, both in the UK. Yes, the US is light years behind the UK. No one has ever queried my age at any interviews, only my expertise. I think they should be exporting ‘Age Without Limits’ to the US! Age is truly a mindset and the limits we put on ourselves.
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Wonderful post, Alyson. I want to see something similar to this in Canada, where I live.