October 09, 2024

Ageism prevails in our society, quietly embedding itself even in our language and daily interactions. It lurks in the corners of every facet of life – from employment opportunities to personal perceptions of aging. If you take a moment to peruse a thesaurus under the word "old," you will be met with words like enfeebled, decrepit, over the hill, impaired, and senile. These linguistic bias shapes our societal mindset, casting aging in a negative light.

What exactly is ageism? It is a form of prejudice or discrimination directed at a specific age group, particularly older adults, and it is just as reprehensible as racism or sexism. Our communities are saturated with ageism, manifesting in the media landscape, workplace dynamics, social encounters, and our very own self-judgments as we progress in years.

In job hunts, we are dismissed as overqualified. During medical assessments, we are handed conclusions cushioned by our age bracket. We find ourselves tempted by modern-day charlatans peddling youth elixirs in the guise of hope, capitalizing on the fear of growing older.

The alarming truth is that ageism has been associated with a diminished quality of life and a staggering 7.5-year reduction in lifespan. A study by the University of Michigan in 2022, involving adults aged 50 to 80, reported that 93.4 percent had encountered ageism in varying degrees. This pervasive bias is not just a societal issue but a public health crisis that demands urgent attention.

October 9 marks Ageism Awareness Day, a crucial time to reflect on these issues and work towards change. Glance through magazines or switch on the TV, and you will notice the conspicuous absence of older adults in advertising unless they are promoting cruises or medications. Consider a commercial for a hair dye product that features an older woman with grey hair looking unhappy and tired. The narrative then shifts to her using the hair dye, which magically transforms her appearance, making her look younger and more energetic. The tagline reads, "Look younger, feel better." This type of advertising sends a clear message that natural aging is undesirable, and that beauty and vitality are tied to having youthful features. It reinforces ageist stereotypes by suggesting that the only way to maintain self-worth and confidence is by disguising signs of aging. Such messages can be damaging, perpetuating the notion that aging should be hidden and that older adults must strive to look younger to be valued.

For a stark display of ageism at its peak, one need look no further than the greeting card aisle of a local pharmacy or grocery store. Birthday cards for children exude warmth and cheer, but when it comes to older adults, the narrative shifts. Messages like "Your secrets are safe with your friends because they can’t remember them either" or "At your age, love as if you’ve got a sex drive, smile as if you’ve got real teeth, laugh as if you’ve got a sense of humor" engrain the notion that aging is a stage to dread, not embrace.

To challenge these stereotypes, we need to start by changing our language and attitudes towards aging. Older adults should be seen as valuable, contributing to members of society, with a wealth of knowledge and experience to offer. Policy changes are also essential, promoting equal opportunities in the workplace and ensuring fair treatment in healthcare settings.

Ageism Awareness Day, observed on October 9, provides a timely reminder of the work that needs to be done. It is a call to action for all of us to reflect on our own attitudes towards aging and to commit to fostering a more inclusive and respectful society. By celebrating the contributions of older adults and challenging ageist attitudes, we can build a society that values and respects people of all ages.

Akila Gibbs is the executive director of the Pasadena Senior Center.