To better understand the beliefs and behaviours that drive ageism, The Benevolent Society commissioned a three part research study to assist in redefining the narrative of ageing in Australia and to drive positive change in economic, social, health and civic participation outcomes.
The report was released in September 2017 and can be downloaded here:
Online Survey Findings
The three elements of the study include:
A literature review to research the latest Australian and international research on ageism, to identify what is known about the “drivers” of ageist attitudes and behaviour, and to review the effectiveness of any campaigns or strategies that could potentially combat ageism.
A national online survey of over 1,400 community members to explore community attitudes towards ageing and older people and to identify what influences people’s attitudes, beliefs and behaviours.
Four focus group discussions with community members, including older and younger Australians to explore in-depth how they view older people, how they personally feel about getting older, what they fear and what they are looking forward to as they age, and what they think could be done to address any perceived bias or discrimination against older people.
The research recommended a variety of social change and campaign activities, including:
Grassroots campaigning and empowering older people to build a social movement for change
Further research and policy development
Engagement with employers, industry and government
Social media campaigning and social marketing
Addressing cultural representations with arts, film and other media producers
This research is informing the planning of the EveryAGE Counts campaign will be launched in 2018. Until then, you can keep an eye on our progress through The Benevolent Society social media and by signing up to our mailing list from this page.