Challenging ageism: A guide to talking about ageing and older age

This guide is designed as a practical tool to support organisations in communicating about ageing and older age.

Ageism is widespread in society and can be found everywhere from our workplaces and health systems to the stereotypes we see on TV, advertising and in the media.

In the UK, ageism is the most prevalent form of discrimination amongst all age groups, with one in three people experiencing age-based prejudice or discrimination.

The way people currently talk about ageing and older age is largely negative. To change this conversation we need to stop reinforcing these beliefs – and tell a new story. Small changes to the ways that we speak and write about ageing and older age, if applied consistently, could have a big impact.

We hope this guide gives people the confidence to challenge ageism and champion positive and realistic representations of ageing and later life.

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