We need to change the way we think about ageing

Most of us unwittingly hold ageist beliefs - do you?

Take the challenge

Ageism affects all parts of life

Ageism is the most widespread form of discrimination in the UK*

Half of people aged over 50 in England experienced age discrimination in the last year

At least a third of people hold ageist beliefs

1 in 5 employers believe that age discrimination occurs in their organisation

Children as young as 3 begin to develop stereotypes about older people

Half the public believes UK society is ageist

Only 1 in 20 TV adverts feature people aged 70 or older

Ageism can cause people to delay seeking treatment for a health issue 

Learn more about ageism

Positive depictions of later life

We’ve created the first free library showing positive and realistic images of over 50s

View our image library
Speech bubble

Challenge everyday ageism

Learn how to call out ageism in everyday conversations using our guide

Read our guide

Take a stand against ageism

Thousands of people have signed up to put an end to ageism, will you?

Join the movement
A group of people wearing small hats pose for the camera.

Hosting a fashion show to celebrate ageing

What would it look like to challenge stereotypes through creativity and joy? Find out how Tonic Housing marked our first Action Day.

Find out more

Read our stories

A woman stands in front of a white wall and smiles at the camera. She is wearing a sparkly black cardigan and black turtleneck.

Genny's story

Genny tells us about pushing back on ageism at work, teaching dance to people with dementia and planning a new enterprise at 62.

Read story
A black and white image showing Richard, who wears a black t-shirt, looking at the camera.

Richard's story

Richard shares his positive experience of starting something quite dramatically new - and finding success at it - in his later life.

Read story
Photo of Colleen

Colleen's story

Colleen, takes a very positive view on ageing and tells us how she has loved becoming a model and supporting artist in her late 50s.

Read story
Older man on the street socialising

Write for all ages

When we talk or write about ageing and older people, it’s essential to break away from generalisations and outdated ideas, and that we take care with the language and phrases we use. 

Learn how to create materials and content that are engaging, inclusive, and appealing to all ages.

 

Read our comms & writing guide
Older woman at a cafe

Can’t teach an old dog new tricks?

Older applicants are less likely to be hired and, once employed, less likely to receive training.

Find out how to take a stand against ageism in your workplace with the help of our Age-friendly Employer Pledge.

 

Take a stand in your workplace

* Ageism is the most widespread form of discrimination: anyone can experience it. However, the probability of being discriminated against is higher for people with specific identities within other protected characteristics including ethnicity, religion, and sexual orientation.