In recent years, many companies across the globe took the time to reflect on their unconscious biases and create a Diversity & Inclusion strategy to improve equality in the workplace. However, the issue of ageism remains unsolved, as it is still viewed by many as the most socially acceptable form of discrimination. According to Age UK, over 36% of workers over 50 felt they had been disadvantaged because of their age.

Centre for Ageing Better recognised that “ageism – the stereotyping, prejudice and discrimination against people on the basis of their age – is a widespread and insidious problem that has harmful effects on older adults.” Negative attitudes towards older people are incredibly prevalent in our society – mostly due to inaccurate stereotypes, which are often amplified by the media. Structural and institutional ageism can be manifested in many forms, such as workplace and recruitment processes, stereotypes in TV and advertising, and marketing. In turn, this means that our economy and labour market are not realising the full potential of older workers and consumers.

Ageism is often seen as prejudice against older individuals; however, there are forms of ageism that affect younger generations as well, which became evident during the response to the Covid-19 pandemic. From a higher likelihood of losing their jobs to hurtful stereotypes on social media, those at the start of their careers have faced prejudice and limited opportunities.

Types of ageism

Many different types of ageism can affect every one of us throughout our lives.

Self-inflicted ageism – As we get older, we may consider our age as the indication of what activities we should get involved in, what technology or social me