The EveryAGE Counts campaign and strategy is guided by a large body of existing evidence about the extent and impacts of ageism, as well as research commissioned into the attitudinal and behavioural drivers behind ageism, and effective ways to address these.
To better understand the beliefs and behaviours that drive ageism, in 2017 The Benevolent Society commissioned a three part research study The Drivers of Ageism to redefine the narrative of ageing in Australia and to drive positive change in economic, social, health and civic participation outcomes.
Further study and analysis is underway to develop effective communication with the Australian community to address ageism.
You can find the evidence behind the EveryAGE Counts campaign in the reports below, and watch the video about the Drivers of Ageism research.
- Drivers of Ageism - Summary Report
- Drivers of Ageism - Literature Review
- Drivers of Ageism - Online Survey Findings
- Drivers of Ageism - Qualitative Research
- Drivers of Ageism - Full Report
- Challenging Ageism - Community Segmentation Approach
The EveryAGE Counts campaign worked with a team of researchers from the University of Sydney to better understand how the ways that we talk about getting older influence our perceptions and attitudes. The research also explored how changing the way we talk about being older can change our attitudes, and help us address ageism. This work is critical to the public engagement of the EveryAGE Counts campaign.
Ageism in culturally diverse communities
EveryAGE Counts collaborated with the Federation of Ethnic Communities Councils (FECCA) to learn more about ageism in CALD communities. We began by conducting a scoping study to understand CALD people’s experience of ageism, and also get a better understanding of their general awareness of ageism. We will use the findings to develop recommendations on how ageist attitudes can be addressed and changed in CALD communities, and to ensure that our campaign engages with diverse communities across Australia.
EveryAGE Counts commissioned research agency RedBridge Group to produce occasional reports exploring Australians’ actual awareness and responses to ageism. The reports have been released to coincide with Ageism Awareness Day.