Today marks Ageism Awareness Day, an initiative by EveryAGE Counts to combat discrimination against older people. This year’s theme, “End Ageism in Advertising,” highlights the persistent issue of misrepresentation and exclusion of older adults in marketing campaigns.
Research conducted by EveryAGE Counts reveals alarming statistics: 68% of Australians over 50 believe ageism is a serious problem, with this figure rising to 73% among those aged 60-69. Even more concerning, 74% of respondents state that Australia isn’t doing enough to address and raise awareness about ageism. These figures underscore the urgency of the issue, especially considering the World Health Organization’s warning that ageism may reduce life expectancy by up to seven years.
Jane Caro, author, anti-ageism activist, and former agency creative, points out the pervasive nature of ageist advertising: “There are so many blatantly ageist ads out there but most of them go either unnoticed or tolerated. Ageism really is our last accepted prejudice. If advertisers and their agencies excluded or clumsily stereotyped any other group the way they do older people, the community backlash would break the internet.”
The problem extends beyond mere representation. Advertisers often resort to fear-mongering tactics, presenting ageing as a disease that needs to be cured rather than a natural process. Slogans like “Remove ugly wrinkles” and “Look ten years younger” perpetuate negative stereotypes and can damage self-esteem among older adults.
Age Discrimination Commissioner Robert Fitzgerald AM emphasises the broader implications of such attitudes: “When it comes to society’s treatment of older people, too often we do not attribute to them the same rights many of us take for granted. These attitudes are underpinned by ageism, be it conscious or unconscious, and we often just accept this as okay. It isn’t.”
The impact of ageism extends far beyond advertising. It affects employment opportunities, healthcare access, and social interactions, robbing Australia of the full participation of older people with valuable knowledge and experience to contribute.
EveryAGE Counts Chair Robert Tickner AO calls for action: “Today we call on all Australians to be the ‘eyes and ears’ of ageism in advertising. We call on advertisers and their agencies to raise their game, not only for the social good and because it’s the right thing to do, but because advertisers are currently alienating and irritating millions of potential and valuable customers.”
Ritchelle is a Content Producer for Healthcare Channel, Australia’s premier resource of information for healthcare.
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Healthcare Channel acknowledges the traditional custodians of the lands where we live, learn and work. We pay our respects to Elders past, present and emerging.
Healthcare Channel acknowledges the traditional custodians of the lands where we live, learn and work. We pay our respects to Elders past, present and emerging.
