Reflections on working on this ageism campaign

As our PR & Celebrity Manager prepares to move on to pastures new, she looks back on her motivations to join the Age Without Limits campaign team and what surprising things she has learned whilst working to raise awareness of, and challenge ageism.

It came as no surprise to my friends when I told them the focus of my new job nearly two and a half years ago. I would be working on the Centre for Ageing Better’s first-ever public-facing campaign, tackling ageism and attitudes towards ageing. I’ve always been pro-ageing, inspired by older icons, and my years working at a cancer care charity have reinforced something important: ageing is a privilege not everyone gets to experience. Growing older is something to celebrate, not fear.

Our campaign set out to encourage people to question how ageism shows up in their lives - whether institutionally, in workplaces or healthcare; interpersonally, through others’ assumptions; or internally, in the subtle ways we limit ourselves. What we’ve consistently found, through focus groups and campaigners, is that the more you ask “is this ageist?”, the more you begin to see it everywhere. Even those who consider themselves age-positive are often surprised by the hidden biases that surface.

Reflecting on my own journey with the campaign, here are a few things that have stood out:

1. The people with the most power to tackle ageism are younger than you think

When I first started this work, I imagined that shifting attitudes was mainly about influencing and helping my parents’ generation. But at 45, I’m already experiencing the impact of ageism and recognising my own responsibility to shape future attitudes.

My brilliant 75-year-old mum, for example, sometimes holds herself back, second-guessing whether she is ‘too old’ to do something and then she contradicts this and throws herself off the side of a hill on a zip-line. I’ve seen people be patronising towards her. As superfans of The Traitors, we’ve laughed at contestants like Linda and Fiona leaning into being underestimated - but it also sparked deeper conversations about how age is perceived.

When we talk about what needs to change, she worries less about herself (as long as she is not discriminated by her age with access to healthcare) and more about my future. As part of a generation facing declining home ownership and rising retirement ages, I’ll likely need to work longer just to maintain financial stability. Potential employers discriminating against me as I age would be a huge spanner in the works for my ability to thrive. And as someone who has hired others, I’m very aware of my responsibility to challenge my own biases and ensure fairness. We all have a role to play in modelling change.

2. Intergenerational relationships are gold

Since my thirties, I’ve formed many of my closest friendships through shared interests rather than circumstance. As a result, many of my friends are older than me, and I can see how much this has shaped my outlook.

I’m drawn to them for who they are, their personalities, passions, and perspectives. Our age differences add richness rather than division.

When I talk to people about the campaign, I often ask about their attitudes towards ageing. It’s striking how often you can tell who has a diverse age range in their social circle. When you regularly see people you admire ageing on their own terms, living full and vibrant lives, ageing stops feeling abstract or intimidating.

3. Ageing brings challenges but not inevitable decline

Research shows a significant gap between perception and reality when it comes to ageing. Many people expect severe frailty or cognitive decline in later life, yet only around 2.5% of people aged 65+ live in care homes - while the public estimate is closer to 25%.*

Of course, for those who have cared for loved ones with significant needs, the reality can feel very different. These experiences matter deeply and deserve better support and investment. But it’s equally important to challenge the narrative of inevitable decline. I know many older people managing health or caring challenges who refuse to be defined by them. That mindset is powerful.

While most healthcare professionals mostly provide excellent care, ageist biases can still exist. And there’s also a tendency among some older people to downplay symptoms or avoid ‘bothering the doctor,’ ignoring niggles and concerns and assuming new health symptoms are just a sign of ageing can mean that the chance for early, life-saving interventions can be missed. Age should never determine the quality of care someone receives, or whether they seek it in the first place.

4. Championing the voices of older people is essential

I have been blown away by the support and openness of our campaign champions and people motivated to share their own stories. 

Those who speak openly about their experiences, including confronting age discrimination, help all of us reflect on our own assumptions. They show what ageing can really look like: diverse, complex, and full of possibility.

As I move on to my next chapter, I carry with me the stories of people like Mindy, Bill, Genny, Tony, and Penny, and so many others who have shaped this campaign. Their voices are a powerful reminder that there is still much to do. I’m excited to see how the work continues, supporting older people’s rights and helping communities truly value and champion age-positivity.

*I in 3 people think older age is characterised by frailty, vulnerability and dependency and yet just …

- 2.5% of older people (aged 65 and over) live in care homes yet the public think it’s 25%

- 9% of people (aged over 65) have dementia in the UK

- 14% of people (aged over 65) in England have a diagnosis of frailty