Opinion: There Are Hopeful Signs in Our Continuing Fight Against Ageism

Ageism Awareness Day is Wednesday, Oct. 9, in the United States It has significant meaning to those of us at Serving Seniors who work with older adults daily, and see the pervasive, insidious effect of ageism on their lives.

But at last, those of us on the front lines of the fight against ageism see hopeful signs of positive change.

Ageism is defined by the World Health Organization as “the stereotypes (how we think), prejudices (how we feel) and discrimination (how we act) towards others or oneself based on age.”

There are still significant negative representations in popular culture about older adults. Two-thirds of older adults said they regularly see, hear, or read insulting jokes about older people. Discrimination based on age can be so pervasive it goes unrecognized.

Finally, our efforts are paying off. A new AARP study reveals a positive shift over the past five years in how adults 50-plus are portrayed online. The negative portrayals in online media and marketing images dropped from 28% in 2018 to 10% in 2023. Our efforts are finally bearing fruit. It’s about time!

The 50-plus population is pictured as more active and independent, less fearful, and more likely to use technology, reflecting a growing recognition of older adults’ active lifestyles and valuable engagement in society.

Positive improvements include:

• Aging is more active: More older adults are shown engaged in active and healthy lifestyles. The narrative around aging is shifting from decline to vitality with 26% of people 50-plus shown in images as physically active, up from 15% in 2018
• Tech use: In 2023, one-third images showed older adults with tech devices, up from just four percent in 2018. Data shows 89% of adults over 50 own a smart phone. Finally, we are challenging outdated stereotypes.
• Fashion forward: In 2023, 80% of images depicted older adults in current, fashionable attire, up from just 47% in 2018. This change reflects a growing acknowledgment of style consciousness and challenges outdated stereotypes about aging.

What better example than the recent 76th Emmy Awards, with several veteran performers shining in the spotlight. The 14 major nominations for actors over age 50 resulted in four wins.

Jean Smart (74), Hiroyuki Sanada (63), Jodie Foster (61), and Liza Colón-Zayas (52) all won acting awards for their work, and all four starred in shows winning major awards including “Hacks,” “True Detective,” “Shogun,” and “The Bear,” loved by fans of all ages.

Other acting nominees: Carol Burnett, age 91; Christopher Lloyd; age 85; Christine Baranski, age 72; Gary Oldman, age 66. Dick Van Dyke’s nomination in a guest role on “Days of Our Lives” set a record. He is 98 years old.

Challenges remain, especially in professional settings. Depictions of adults aged 50-plus in the workplace remained rare. Despite making up over one-third of the workforce, only 14% of images show adults 50-plus at work, unchanged from 2018.

Discrimination due to ageism in the workplace remains a serious issue. A comprehensive 2023 AARP survey found that:

• Over 40% of workers aged 40 and above reported experiencing age discrimination in the workplace within the last three years.
• Workers over 50 are unemployed for three times longer than their younger counterparts due to age-related barriers.
• A ZipRecruiter study revealed one in four employer would favor a 30-year-old over a 60-year-old when both candidates are equally qualified.

When someone loses a job at age 55, they often lose their health insurance. The inability to become re-employed begins a downward spiral of economic distress, sometimes resulting in eviction and homelessness. This is without a doubt fueling the San Diego region’s homelessness crisis.

The most recent Point In Time Count found 30% of San Diego County’s population of homeless adults were over age 55. The Serving Seniors Needs Assessment report identified the loss of income as the most common causes of older adult homelessness. When people can’t find a job, they face increasing debts, often leading to eviction. Suddenly, they find themselves homeless.

As the CEO of Serving Seniors, I have spent over three decades working with older adults, and a member of this demographic myself, I know firsthand how pervasive ageism can be.

Many clients we assist were once vibrant, productive professionals. Suddenly, they are shocked to find themselves without resources. When an older adult loses a job, it’s often difficult if not impossible to replace their employment after age 50, especially in youth-oriented professions like information technology or marketing.

As San Diego’s leaders struggle to find solutions to our homelessness problem, consider whether we can help solve this problem simply by our attitudes toward aging and ageism. It doesn’t cost a thing to be more inclusive in hiring, or to stop engaging in jokes or stereotypes.

On Ageism Awareness Day, consider for a moment how you’d like to be treated when you’re older. Ageism is a form of discrimination facing all of us if we live long enough.

Paul Downey is CEO of Serving Seniors, a San Diego-based nonprofit that helps seniors in poverty live healthy and fulfilling lives.