Lasting change requires an interconnected web of activity, partners and channels.
As I navigate my way through my 60s, I am thinking about my future.
People now offer me a seat on the Tube and ask if concessions apply. I’m becoming more aware of ageism all around me, but also the ageist views I’ve internalised and unwittingly expressed myself.
“I’m too old for that now,” “I couldn’t possibly wear that,” or “You can’t teach this old dog new tricks,” trip all too easily off my tongue.
Is it too ambitious to change something that’s become so ingrained into our culture?
Biased assumptions about ageing are so commonplace that we’ve all probably heard comments describing older people as “dinosaurs” or “over the hill”.
When you stop and think about those phrases, they’re loaded with negativity and can really sting for those on the receiving end.
These little phrases can have big consequences, shaping how we treat others and see ourselves.
They can chip away at confidence, influence life decisions, limit opportunities and force people to question where they fit in within their family, workplace and wider community.
And it’s not just our words. The imagery of ageing also matters.
After retiring at the age of 67, Annie became a model.
“Although there has been progress with older models finding work, still women under the age of 45 predominate,” she says.
“But older people need to be heard and represented too. There’s too much evidence of tokenism, and I think that ageism is one of the last ‘isms’ to properly be given the attention it deserves.”
Seeing the effects of a lack of realistic representation, the Centre for Ageing Better (as part of its ‘Age Without Limits’ campaign) created the first free library showing positive images of over-50s in everyday life.
These images help tackle ageism and challenge the idea that older people are all frail and vulnerable, moving us leaps forward from the previous #NoMoreWrinklyHands debate.
Many charities are doing vital work to champion a good life for an ageing population while campaigning for fairer policies, resources and services.
But as a comms professional with more than three decades of experience, I know that deep-rooted narratives are not so easy to change. They require an unwavering commitment.
It’s why I am delighted to be part of the advisory panel for the Centre for Ageing Better’s ‘Age Without Limits’ campaign.
Since its inception three years ago, the goal has been to challenge ageism and rewrite the story of ageing to one where age is celebrated, ultimately creating a society where everyone can grow older with dignity, respect and opportunity.
Rigorous strategic thinking runs through the campaign, from research to reporting. Each year, the team has captured key lessons, offering rich insights for other organisations looking to shift narratives for their own causes.
A few key principles stand out: a deep understanding of what people think and feel about ageing, carefully coordinated activity, and realistic expectations of impact.
Crucially, the campaign aligns with the charity’s core purpose: creating better workplaces, homes and communities by tackling ageism and addressing inequalities in later life.
The team meets people where they are, using testing (of messages, visuals and framing) to navigate the sensitive, complex nature of ageism.
Persuasion takes time, and people usually adapt their mindsets privately first. Expecting immediate public advocacy, such as social media posts or public backing, is unrealistic because people must address their complex relationship with the subject of ageing initially. This makes early progress harder to measure.
Nor can a single message shift a culture. Lasting narrative change requires an interconnected web of activity, partners and channels reinforcing one another over generations. Building momentum demands patience, with meaningful change measured over the long haul.
That said, you will likely find that change is starting to take root.
Over the past three years, the campaign team has seen the understanding and awareness of ageism increase.
Last year, the campaign was recognised by 31 per cent of adults in England, with 87 per cent of them saying they have taken action as a result. The campaign also won a Purpose Award for its impact.
I admire the scale of ambition behind ‘Age Without Limits’ but ambition alone is not enough to change the world.
The team knows that success relies on applying best practice consistently and effectively. While, behind the scenes, the team set realistic timelines, celebrate wins and share insights to keep that momentum going.
Harriet Bailiss, co-head of the campaign, says: “Our learnings from the last three years show that campaigns can and do have an impact on accelerating change, by getting people to talk about an issue.”
This article was originally published by Third Sector here.
Image credit: Peter Kindersley. From the Centre for Ageing Better image library.
