Ageism Awareness Day

9 October 2024

Ever noticed the mis- and non-representation of older people in advertising? The way people are shown in advertising has a powerful effect on how society sees and behaves towards them.

Ageism Awareness Day is an opportunity to draw attention to ageism in Australia. It's a critical step to changing community attitudes. This year our theme is ‘End Ageism in Advertising’.

Ways to get involved

1. Take the pledge

2. Join us at the National Press Club on Wednesday, 25 September

Dr Marlene Krasovitsky and Robert Fitzgerald AM will address the National Press Club of Australia on "Why Australia needs Ageism Awareness Day!"

Join us in person for this National Press Club address, exploring how ageism diminishes the dignity and rights of older people. Ageism has negative impacts on the health, wellbeing and everyday life of older Australians, as well as in the economy, community, workplaces, aged care and health care.

Missed the address?

Catch up on ABCivew or read the full transcript.

3. Help Jane Caro AM, Robert FitzGerald AM and Ashton Applewhite end ageism in advertising

On 9 October, Ageism Awareness Day, we came together for a webinar as we discuss how we can put an end to ageism in advertising.

Lazy stereotypes of forgetful, grumpy, doddery old people holding up traffic and being baffled by technology are everyday ad fodder. When they’re not being stereotyped or the butt of jokes, older people are often totally excluded from campaigns - even from places they naturally inhabit such as shops, parks and pubs. By doing so, not only are brands irritating and alienating millions of potential customers, they are unwittingly contributing to millions of older people feeling excluded, unwanted, invisible and seeing their lives being of lesser value.

This panel discussion, moderated by EveryAGE Counts' Chair Robert Tickner AO, was an opportunity to hear from leading experts about the prevalence and impact of ageism in advertising, and how we can all play our part to end ageism in advertising.

4. Be the eyes and ears of ageism in advertising

Why ageism in advertising is important

The way people are shown or not shown in advertising influences how our society sees them and acts towards them. Mainstream advertising not only reflects current attitudes it shapes future attitudes.

Ageism in advertising takes different forms

Exclusion. Some campaigns purport to show ‘all Australians’ but exclude older people.
Stereotyping. When older people are included, they are often stereotyped as frail, forgetful, foolish or only interested in topics like grandchildren and heath complaints.
Mocked. Older people are sometimes used as the butt of jokes in ads - losing their keys, walking too slowly or not being able to use technology.
A disease to be cured. The whole anti-ageing industry is built on the premise that old is ugly and wrinkles are a problem to be solved.

All of these contributes to older people being more likely to feel invisible and worthless; and older age being seen as a negative life stage to be feared.

How you can help end ageism in advertising

Be the eyes and ears of positive change

Let advertisers know you are watching. Brands and their agencies are very sensitive to public feedback – good as well as bad. It’s amazing the difference even a handful of letters, emails or social media posts can make.

When you see advertising that is ageist

If an ad stereotypes, denigrates or unnecessarily excludes older people, write to the advertiser, broadcaster or social media platform to register your disapproval. Most brands have their own website with contact details. Sometimes it can be powerful to remind the advertiser that older people buy their products and services too. You can use our template if you wish. You can also make a formal complaint with Ad Standards.

When you see advertising that portrays older people in a positive way

Also write to the advertiser, broadcaster or social media platform. Change doesn’t just come from calling out the bad, you also need to praise the good. Thank the advertiser for not succumbing to ageism in their ads and encourage them to continue to positively portray older people in future campaigns. Use our template if you wish.

Ageism Awareness Day