Understanding and Addressing Ageism

• Ageism involves discriminating against someone based on their age.
• Ageism can be a sensitive issue to tackle, given the varying preferences people have about how they are treated or described in terms of their age.
• When developing your campaign, ensure your language is free of age bias and instead mentions age with respect and inclusivity.
• Ageist language might include phrases or words such as “geezer,” “elderly,” “senior,” “senile,” “old school,” or “kiddo,” “girl,” or “young man.” More neutral and descriptive terms such as “older people” or “younger people” help to address stereotyping or caricatures.
• Instead of using “old” and “young” as placeholders for negative or positive attributes, use the direct language you are trying to express.
• Ageism is the discrimination of people based on their age.
• There are different types of ageism, including positive and negative ageism.
• Positive ageism is the preferential treatment of people based on their age, while negative ageism is the discrimination of people based on their age.
• Elderspeak is the use of baby talk directed at older adults.
• The concept of aging is changing, and older adults are not only living longer, but they are also healthier longer.
• Many clichés in marketing and advertisements represent older adults in ways that feel alien and removed from how older adults actually feel.
• Older people’s real behaviors and attitudes often involve activity, independence, socializing, and adventure; in general, they think of themselves as more calm and self-confident than other age groups.
• In terms of technology, they are often enthusiastic and use it regularly.
• Age is an important factor to consider when designing marketing campaigns.
• Try to represent diverse identities within each age category, including disability, gender expression, race/ethnicity, sexual orientation, socioeconomic status, and others.
• Always aim to represent nuance and authenticity in your portrayals of aging without perpetuating stereotypes like “lavishly retired” or “weak and dependent” older people.
• Age is intersectional, and should be considered when relevant to the story.
• Product-led marketing campaigns should feature strong imagery that spotlight the product or service itself and its total value, rather than the people using it.
• Ageism is discrimination against people based on their age.
• It can affect all ages, but is most commonly seen in the workplace.
• Adultism is the distinct prejudice or discrimination against young people as a group.
• It can manifest as the assumption that younger people are naive, uninformed, or entitled, or in statements such as, “You’re so smart for a fifteen-year-old.”
• It is important when designing your campaign to avoid associating stereotyping any generation in terms of behavior.

Explore the complexities of ageism, from discriminatory language to intersectionality, and learn how to develop inclusive marketing campaigns that represent diverse identities and challenge stereotypes. This quiz covers positive and negative ageism, elderspeak, age-related discrimination in the workplace, and the importance of nuance in portraying aging.