A woman with short purple hair sits on the edge of a couch and leans on her knees, smiling towards the camera. The background is full of colourful prints, objects and clothes.

How is ageism damaging and how can we start to question it?

We want to see a society where everyone is treated with respect, no matter their age. So how can we start to question ageism?

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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
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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 man with a grey beard and black turban wears a suit and smiles at the camera, standing in front of a wall of art.

The power of age-positive images

Our PR and Celebrity Manager discusses the importance of authentic, diverse images that break away from the tired ageist portrayals of older people.

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Your stories

An older woman with a colourful cap and scarf leans on a wall and smiles at the camera, with trees and flowers behind her.

Sabe's story

Sabe, a consultant specialising in international trade, shares how she feels other people's attitudes have changed towards her as she’s…

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Man perches on a motorbike while holding a helmet and smiling at the camera.

John's story

John tells us that he feels he’s treated differently now because of his age, and that even his peers question if he should ‘act his age’.

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A woman smiles at the camera with a clock and floral curtains behind her.

Merle's story

Merle, part of Britain’s first all-female pop group – Mandy and The Girlfriends - discusses her experiences of ageing, ageism and preforming and…

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
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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.