We know that later life can be a time of purpose and possibility. But, sadly, ageist beliefs persist – leading people to call ageism “the last socially acceptable form of discrimination.”
Negative narratives surrounding ageing can have a damaging effect on all of us, leading to outcomes like workplace discrimination, feelings of shame around getting older, and even poorer health and shorter life expectancies.
Here at Rest Less, we’re dedicated to redefining narratives about ageing and smashing stereotypes about older adults – but we aren’t the only ones. To give you an idea of some of the brilliant people and organisations making the world a better place for people of all ages, we’ve spotlighted four voices paving the way for age-positivity.
1. Ashton Applewhite
While in her 50s, journalist, author, and activist Ashton Applewhite began asking herself why our grim perception of ageing is so different from the reality. Why, when the later chapters of our lives can be filled with activity, purpose, and fulfilment, do we envision nothing but “depression, diapers, and dementia”? The answer, she found, was ageism.
Now 72, Applewhite is a leading voice in the fight against ageism. Her book, This Chair Rocks: A Manifesto Against Ageism, has been cited by the UN as “acting as a catalyst to raise the consciousness of people around the world on what ageism is and what we can do to dismantle it.” Plus, her TED Talk – titled ‘Let’s End Ageism’ – has been watched by hundreds of thousands of people around the globe.
Applewhite’s work is all about spreading awareness of ageist beliefs and sharing ways to combat them – starting with looking in the mirror and considering our own biases. Speaking to our Lifestyle Editor, Elise Christian, in 2020, Applewhite says, “Once we realise that the problem isn’t us (it’s not our fault we have wrinkles!) and that the problem is a society that discriminates against us, it’s actually f***ing liberating!”
To learn more about Ashton Applewhite and her amazing work, check out our full interview or watch her TED Talk below.
2. Dove
Personal care brand, Dove, has long displayed its commitment to diversity and inclusion. Over the years, they’ve launched numerous advertising campaigns championing people of all races, sexualities, body types – and ages.
Earlier this year, we spotlighted their #KeepTheGrey campaign as a great example of age-positive marketing. It encouraged women to embrace their silver locks in later life, standing in solidarity with 58-year-old Canadian journalist Lisa LaFlamme who was reportedly dismissed from her news anchor role when she stopped dyeing her grey hair.
However, since then, Dove has proved they aren’t done smashing ageist stereotypes with another campaign called ‘Beauty Never Gets Old’.
To disrupt ageist beauty standards, Dove recruited real over 60s and lifelong users of their famous Beauty Bar to serve as faces for the campaign. As Divya Raghavan, senior brand director of Dove Innovation and Equity, says, “There’s a lot of stigma around ag[e]ing, and a lot of older women [have been] invisible in the beauty conversation.”
The results of the ‘Beauty Never Gets Old’, which you can watch below, showcase the beauty and power of ageing in a realistic and inspirational manner. And to discover more examples of age-positive marketing, check out our article here.
3. Davina McCall
Television presenter Davina McCall became a household name thanks to her work on shows like Channel 4’s Big Brother and ITV’s Long Lost Family. However, in recent years, she’s turned her attention to raising awareness and generating discussion about women’s health topics – including menopause.
Despite being a natural and normal transition that all women go through, menopause has historically been treated as a taboo subject – with many meeting it with a sense of shame and lack of information. And it’s this culture of silence that McCall is tackling head-on by debunking myths, spreading evidence-based knowledge, and candidly sharing her own experiences with menopause.
One of McCall’s most influential projects in the menopause space was her 2022 bestselling book, Menopausing, which she wrote with Dr Naomi Potter. Plus, her 2021 documentary, Davina McCall: Sex, Myths and The Menopause, was watched by over two million people. Once it aired, healthcare providers reported a huge spike in requests for hormone replacement therapy (HRT) – something that’s been labelled the “Davina effect”.
However, McCall’s work doesn’t stop there. She’s appeared on various shows to spread awareness, supported charities, spoken at events, and posts regularly on her Instagram page about all aspects of her menopause journey. As McCall says, “I have a platform that I can use to get the message out there. If I was going to ever use it for anything, this is my time to use what I’ve got.”
4. The Centre for Ageing Better
The Centre for Ageing Better is a UK-based independent charitable foundation with one goal: to help create a society where everyone enjoys later life. This includes helping more older adults experience good health and financial security, and ensuring they’re treated fairly and with respect – because, as the video below says, “Ageing isn’t the problem. Ageism is.”
The Centre for Ageing Better works to help dismantle ageist beliefs in various ways. For example, they support employers with creating a more age-positive workplace culture and help people live independently for longer by making homes more age-friendly. They even have a library of over 3,000 images depicting older adults in positive, realistic ways for use by journalists and organisations.
This year, The Centre for Ageing Better also launched its new, three-year Age Without Limits campaign, which “aims to change the way we all think about ageing and support a growing movement of people and organisations working to make society more age-inclusive.”
Part of Age Without Limits includes providing tools and resources to spark conversation about what ageism means and help us challenge our own unconscious ageist beliefs – including this ‘Are you Ageist?’ quiz.
Final thoughts…
While ageist beliefs still exist, it’s inspiring to see so many people and organisations fighting to dismantle negative narratives and smash stereotypes around ageing, making the world a more positive place for everyone.
To do your bit, why not find out how to make your organisation more age-positive by visiting our For Employers page? Here, you’ll find tips for making your recruitment strategies more age-inclusive, how to fuel business growth through a multigenerational workforce, and much more. You can also email us at [email protected] or get in touch here.
Do you have any more age-positive voices to highlight? We’d love to hear from you in the comments below.