Ageism Awareness Day 2024: Ending Ageism in Advertising
On October 9, the world marks Ageism Awareness Day, an initiative by EveryAGE Counts aimed at addressing and dismantling ageism across society. This year, the focus shifts to the advertising industry, a powerful player in shaping societal attitudes.
As Australia’s national coalition of organizations and individuals fighting ageism, EveryAGE Counts emphasizes that ageism—a form of discrimination based solely on age—impacts all Australians as they grow older. The World Health Organisation has even suggested that ageism can reduce lifespan by up to seven years, highlighting the critical need for action.
The Reality of Ageism in Australia
The issue of ageism in Australia is pervasive. Research by EveryAGE Counts indicates that 68% of people over 50 recognize ageism as a serious problem, and 74% believe the country is not doing enough to address it. This sentiment is particularly strong among those aged 60-69, who feel the weight of ageist attitudes acutely.
Jane Caro, author, anti-ageism advocate, and former advertising executive, highlights the damage caused by ageism in advertising: “Ageism really is our last accepted prejudice. If advertisers and their agencies excluded or clumsily stereotyped any other group the way they do older people, the community backlash would break the internet.”
How Advertising Reinforces Ageist Stereotypes
Advertising, a reflection and influencer of mainstream culture, often portrays older people in narrow, stereotypical roles—if they appear at all. Unless the product is a cruise, funeral insurance, or arthritis relief, older people are typically either absent or depicted as frail, forgetful, or out of touch. They become the butt of jokes in Christmas commercials, cast as kindly but irrelevant figures, or shown as incapable of handling technology—images that reinforce negative and limiting stereotypes.
In contrast, other groups have seen significant strides in representation. Women, people of different cultural backgrounds, and LGBTQI+ communities have gained visibility and positive portrayals. Caro reflects on this progress and contrasts it with the limited and often negative depictions of older people, saying, “There are so many blatantly ageist ads out there, but most of them go either unnoticed or tolerated.”
The Broader Impact of Ageism
Advertising is just one area where ageism manifests, but it reflects a much larger societal issue. In a recent address at the National Press Club in Canberra, Age Discrimination Commissioner Robert Fitzgerald AM highlighted how ageism permeates employment, healthcare, retail, entertainment, and even casual conversation.
He emphasized that “when it comes to society’s treatment of older people, too often we do not attribute to them the same rights many of us take for granted. These attitudes are underpinned by ageism, be it conscious or unconscious, and we often just accept this as okay. It isn’t.”
Ageism not only diminishes the visibility of older people but also devalues their contributions. It pushes them to the margins, making them feel like their lives are of lesser value. Advertisers frequently exploit fear, making natural aging processes seem like problems requiring solutions—products that promise to “remove ugly wrinkles” or “make you look ten years younger.” Such messages send the signal that aging is something to be fixed rather than celebrated.
Calling for Change
EveryAGE Counts is calling on Australians to become more aware of ageism in advertising and to hold the industry accountable. “Advertisers are currently alienating and irritating millions of potential and valuable customers,” says Robert Tickner AO, Chair of EveryAGE Counts.
By challenging ageist portrayals, marketers can tap into a wealth of knowledge and experience that older people bring, enriching campaigns while also appealing to a wider audience.
Ageism Awareness Day 2024 seeks to mobilize Australians as the “eyes and ears” in identifying and challenging ageism in advertising. The campaign argues that shifting advertising portrayals isn’t just a social responsibility but also a smart business move.
Including older people in mainstream campaigns—beyond token gestures—could build brand loyalty and expand customer bases in a country where an aging population represents a significant market.
Moving Forward: Ending Ageism in Advertising
As part of Ageism Awareness Day events, Jane Caro will join Age Discrimination Commissioner Robert Fitzgerald AM and US author and anti-ageism activist Ashton Applewhite in a webinar discussing the steps needed to end ageism in advertising. This one-hour event aims to educate and inspire, offering practical solutions for advertisers and the general public alike.
EveryAGE Counts envisions a future where ageism, particularly in advertising, is no longer tolerated. The coalition urges everyone—from industry professionals to consumers—to recognize and challenge ageist narratives.
The goal is not only to transform the advertising landscape but to set a new standard where older Australians are portrayed with the dignity and respect they deserve. By doing so, Australia can make significant strides toward a society that values all its members, regardless of age.
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