Jul 9

Jul 9 Ageism - the prejudice we need to challenge

As much as I want These Are The Heydays to be a place of positivity and inspiration, I have to share something I saw this week that really shocked me. And made me furious too. (Sorry it’s a bit fuzzy, it didn’t blow up very well.)

I’m really, really hoping I don’t need to spell out what about this outraged me so much. But just in case you’re in any doubt - how on God’s good earth did this get created and approved as a representation of what women look like once they’re over 50???

How…..I mean, who…….I mean, whaaaattttt? Honestly, I simply don’t know where to begin.

I’ll try to stop incoherently raging, and in a calmer, but no less appalled, way touch on some of the issues this truly horrifying (OK, maybe not completely calm yet) image throws up. All of which feed in to a commonplace but still too rarely challenged prejudice - ageism.

In the spirit of These Are The Heydays though, rather than making this a rant about how under-valued and mis-represented those of us in the older demographic are, I want to share a few taboo-tackling thoughts about why we should be celebrated and embraced (in the metaphorical rather than not-socially-distanced sense) for all we have to offer and contribute. See? much calmer now.

Challenge this ageist view

Older people loose interest in the way they look

When I go (or rather, went) into Zara, which l do (did) frequently, it’s no surprise to me to see women and men of every age rifling through the rails.

And during lockdown, I know both from the shout-outs he does, and from chatting to similar aged friends of mine, I’m far from the only over-50 who’s been doing Joe Wicks’s daily PE workouts in an effort to stay as fit as possible.

Most of us who are lucky enough to be over 50, 60, 70 and 80, aren’t slipping into frumpy, unfit older age. We’re as interested in looking current and staying healthy as we ever were. (Even more so in the case of the second of those two. Ageing has a helpful way of focusing attention on the need to pay attention to things you took for granted when you were younger.) So don’t go consigning us to the fashion/fitness scrap heap (see illustration above, grr).

Challenge this ageist view

Older people want to appear younger

Did you know that Scrabble has recently banned the use of hundreds of offensive words (good for them), amongst them ‘wrinkles’ (sorry? Whatever is wrong with our hard earned life and laughter lines?)

If there was any term I’d like to ban it’s ‘Anti-ageing’. Ageing is a natural process that happens to us all if we’re lucky enough to live into older and then old age. So can we please stop being anti it.

The vast majority of the 50+ generation are embracing their ageing process and whilst not necessarily being grateful for every new creak or sag, we’re happy to look and feel the best we can (see above).

We’re only too well aware that trying to appear younger than we are is pretty much a fools game. That pursuing the illusion of youth is only likely to set us up for a fall. Or as a fool. If we know we look the best version of our (ageing) selves, we’ll take that thank you.

Challenge this ageist view

Older people don’t understand/can’t use technology

This is one of the laziest beliefs about us over-50s. Just because we don’t all rush to whatever the latest bit of technology or platform is, doesn’t mean we don’t consider, try and use it. A lot.

Let me lob a few belief-busting stats in the direction of anyone thinking that we’re a generation of luddites:

80% of 55-75 year olds use smartphones

The over 55s are the largest and fastest growing demographic on Facebook

And the second largest and fastest on Instagram

20% of TikTok users are over 50

The number of over 65s shopping on-line has risen more in the last 10 years than any other age category

All these are pre-Covid figures. I’d bet my bottom dollar that they will turn out to be even higher when our time in lockdown is taken into account.

Challenge this ageist view

Older people won’t try new things

A favourite response from advertisers and marketeers as to why they don’t target the older demographic in their campaigns, is that we’re set in our ways and unwilling to part company with the products and brands we know.

I’m guessing then, that the same blinkered individuals who believe that nonsense think we’re all still using Ponds Cold Cream, Ronson Five-way shavers (that’s one the gents will know), Clairol heated curlers and eating Smash.

Yup. That’s definitely how it works. And why brands like Dove have stayed so faithful to their wildly successful, wildly age-inclusive (and brilliantly body-diverse) advertising. Just saying….

Challenge this ageist view

Older people don’t have money and/or don’t spend what they have

As if it wasn’t enough to realise that older people are up for trying all - and every - manner of new things and experiences, anybody clinging to the view that the over 50s simply don’t have the means to spend on products, services or experiences needs to know nothing more than the fact that the over 50s account for one third of the UK population and a half (54% if we’re going to be statistically specific) of all its spending.

Literally, there’s nothing more you need to know.

Challenge this ageist view

Older people don’t have value in the workplace

The spectre of post-Covid mass-unemployment is haunting for us all. And of course everything should and must be done to help younger people get jobs.

But it’s important not to lose sight of what older people have to offer in the workplace. The value of our long, and hard-earned experience, expertise, wisdom and knowledge. And our perspective and understanding of a hugely valuable demographic in terms of products and services (see above).

We may not be as fleet of foot when it comes to technology (see further above if you’re tempted to write us off as technophobe dinosaurs), but we have insight, wisdom and a keeness both to learn and pass on our knowledge that can add greatly to every company and workforce.

There are all sorts of other ways in which ageism impacts our lives as older people, I’d really like to hear from you what your thoughts and experiences are and/or have been, and what you think can and should be done to tackle it.