Take action
Ageism isn’t always obvious. It shows up in everyday language, casual jokes, workplace assumptions and the media we consume. Because it’s so normalised, we often don’t notice it.
But its impact is real — and it limits people’s lives.
Ageism affects everyone. And when we question it and challenge it, we can change it.
Here are five ways you can take action today.
1. Question language and assumptions
Phrases like “stuck in their ways” or “you look great for your age” may seem harmless, but they reinforce negative ideas about ageing.
Age doesn’t define ability, ambition or relevance. Questioning assumptions about what people of different ages can or can’t do - including what we believe about ourselves - helps break down ageism.
2. Get talking
Talk about ageism with family and friends, in your community, and at work. The more we talk about it, the more visible it becomes - and the fewer of us people experience negative treatment because of our age.
Find out more about how to start and support conversations.
Questions like 'do you use email?' when I’ve worked with computers for 30 years! Or 'can you get up the stairs?' or 'do you need assistance?' It’s low-level but people constantly underestimate your abilities.
3. Learn more
Learn how ageism affects everyday life - from work and health to hobbies and relationships. Read people’s experiences of ageism and get inspired by how they’ve challenged it.
Understanding ageism is a powerful step towards changing it.
4. Help improve representation
Look at the media around you.
Who’s visible? Who’s missing? And when older people are shown, are they represented fairly - or stereotyped?
Join us in calling on the media and advertisers to show people of all ages authentically and to avoid limiting stereotypes of older people.
What I realise now is that what used to be old is not old anymore. The perception we had is that when you reach 60, that's it. But now, I go to the gym and I see 'old' people. There’s an instructor who’s 73 years old.
5. Get involved in your community and at work
Ageism can be challenged wherever people come together.
Our annual day of action on ageism - Age Without Limits Day - is a chance to take action with others. Find an event near you, organise your own, or put the date in your diary to share and show support.
If you work with others, there are many ways to tackle ageism in the workplace - from starting conversations to training sessions to events. Start planning what you can do today.
Be part of the change
The more of us take action, the closer we get to ending ageism — and creating a society where we can all age without limits.
