Unmasking Ageism: Recognising the Value of Older Age

Image credited to Mickey Shu-Ting Chan, ACNE’s art director

As Barbie remains globally celebrated after the release of Greta Gerwig’s latest movie, ACNE touches on the impact she’s had over the past 60 years and the current issue of ageism within our culture.

Last weekend, the highly anticipated Barbie movie finally hit the theatres, igniting a wave of excitement and hype among fans and movie enthusiasts alike. It's incredible to think that this iconic doll has been a part of our lives for over 60 years, making her presence felt since her birth in 1959 (oddly though, she was born at the ripe age of 19 making her 83 years old now!).

Over the years, Barbie has aged impressively (although aesthetically, not at all!), becoming a symbol of timeless inspiration and versatility. Her extensive portfolio of roles, ranging from a chef and lawyer to a model and scuba diver, showcases the depth and breadth of her impact. While we know Barbie isn't a real person, her enduring influence on countless individuals is undeniable.

What truly sets Barbie apart, is the longevity she's had to impact many generations allowing her to impact millions of young minds across the globe. Without time and her 'ageing', would she be such a powerful source of inspiration encouraging young people to dream big and pursue their passions with determination and enthusiasm? Probably not. Surely it's her 'real' age that has allowed her to have such an impact.

As we celebrate Barbie's achievements, let us also recognise the value of the older generation's insights and contributions. It is crucial to challenge the prevailing notion that youth culture is the sole driver of progress and innovation. Embracing the collective wisdom of all age groups fosters a more inclusive and dynamic society. 

In essence, Barbie's enduring legacy goes beyond her looks or the roles she has played - it is about the inspiration she instils and the importance of acknowledging the worth of individuals from all walks of life. Let us use this as a reminder to value the diverse voices and experiences that enrich our society.

​​It is time to challenge the prevailing notion that only youth holds value and worth. The older generation deserves to have their voices heard and their input acknowledged, for the benefit of both individuals and society. 

Underrepresentation, Negative Stereotypes, and Damaging Narratives

Ageism continues to be a pervasive issue in the United Kingdom, affecting a significant number of British adults. In fact, ageism is the most prevalent form of prejudice faced by individuals in the country, surpassing discrimination based on any other characteristic. This troubling reality has profound consequences, as it leads to discrimination in the workplace, limited access to healthcare, and shattered aspirations, ultimately impacting the health and well-being of older individuals. 

The impact of mass media on older individuals reveals concerning trends. The portrayal of older individuals in advertising, television, and films often veers towards negative or inaccurate depictions. In the media, older people are depicted as a dangerous drain on resources through language like ‘the grey tsunami’. In advertising, older people are frequently depicted as lacking tech skills, physically decrepit, or simply victims.  

The beauty industry further amplifies the harm inflicted by media and advertising portrayals of older people. By promoting anti-ageing cosmetics and procedures, the industry perpetuates the fixation on youth and prompts individuals, including younger generations, to seek interventions to combat ageing. This preoccupation with youth-centred beauty norms takes a toll on body image and mental health.

The effects of mass media on older individuals, characterised by underrepresentation, negative stereotypes, and damaging narratives, contribute to ageism and impact overall well-being. It is imperative to foster more accurate and inclusive portrayals of older people to challenge ageist attitudes and promote a society that embraces the diverse experiences of ageing.

Breaking the Ageism Vicious Cycle: 

“All prejudice relies on othering - seeing a group of people as different to ourselves - the strange thing about ageism is that the other will one day be all of us” – Ashton Applewhite. 

This ‘othering’ creates a dangerous and damaging binary of us/them that we see manifesting in the mindset of older people, who are the subject of fear, dislike and pity. Ultimately, cultural stereotyping and othering creates a self-perpetuating and vicious ageism cycle, where older people internalise against and opt out of activities that are counter to societal expectations (e.g. certain types of work).  

To unleash the power of the older consumer, we must challenge ageist stereotypes and dismantle the barriers that limit their participation and representation in various spheres of life. To create real social change, it’s imperative that the cycle is broken, and the us/them binary is dissolved. Ageing should not be seen as a burden or a liability; it should be celebrated as a journey of growth, fulfilment, and new beginnings.

Recognising the Value of Older Age:

Whilst older age can be challenging at times, the narrative is damaging and unrealistically one sided, not accounting for what older age positively contributes to us all. There's so much written about younger people’s restlessness, entrepreneurialism, creativity and what they bring to culture and society. It's exciting, vivacious. Where is this for older people?

Businesses and marketers need to adopt a new mindset—one that values and caters to the needs and aspirations of the older consumer. This goes beyond superficial tokenism; it requires a genuine understanding of their experiences, preferences, and aspirations. It's time to move away from age-centric marketing strategies and embrace an age-inclusive approach that respects and engages with the diversity of the older consumer market.

It is also important to recognise the immense contribution that older individuals make to society. They possess a wealth of knowledge and experience that can be harnessed to address complex challenges and drive social progress. By providing support and creating an enabling environment, we can empower older individuals to continue making meaningful contributions and actively participate in various spheres of life.

Changing the Narrative:

Something is missing from our culture: an empowering message about worth, value and impact in later life - a rousing tribute not only to what older age offers to older people, but what it contributes to society as a whole.

We need to change this narrative once and for all and reframe older age:

• FROM decline and deterioration TO evolution
• FROM drain, villain, victim TO contributor
• FROM dislike, pity and fear TO love
• FROM passive TO active
• FROM other TO us

By embracing the older generation, we create a society that values wisdom, cherishes experience, and celebrates diversity. We bridge the gap between generations, fostering understanding, empathy, and collaboration.

In a remarkable endeavour to reshape the perception of ageing, Greta Gerwig has taken a significant step by incorporating intergenerational conversations into the Barbie movie. The Huffington Post recently reported her passionate advocacy for increased positive representation of older women in the film industry, aiming to portray heartwarming dialogues reminiscent of those shared between caring mothers and grandmothers, filled with words of support and reassurance. Gerwig firmly believes that championing intergenerational dialogue can effectively challenge age-related stereotypes and contribute to fostering a more inclusive and compassionate society. 

This initiative comes at a time when the traditional approach of targeting younger generations in advertising and mass media has inadvertently marginalised older consumers. However, a recent Deloitte Insights report titled "Digital media segments: Looking beyond generations" sheds light on a more thoughtful approach. The report suggests that focusing on viewer behaviour rather than rigid age brackets allows companies to better recognize the evolving media consumption habits of older generations. By understanding the preferences and behaviours of older individuals and tailoring marketing strategies to engage with them, companies can avoid excluding this valuable consumer group and, in turn, build stronger customer relationships across all age groups. 

It is evident that ageism carries severe consequences for individuals, society, and the economy. By challenging ageist attitudes, addressing institutional ageism, and fostering an inclusive and age-positive environment, we can create a society that values and embraces the contributions of all age groups. Unlike Barbie, we don’t have the power to stay young-looking forever, but we do have the choice to value older people’s contributions to society, because ironically, the desire we all have to live means an inevitable desire to age. 

It’s great to see businesses like Adele Aitchison’s Grand Nanny paving the way to tackle ageism by helping parents find the most trusted mature childcarers and taking care of the paperwork.  

So let’s challenge the stereotypes and prejudice against ageism because ultimately, it benefits us all.