October 9 is Ageism Awareness Day, an initiative launched by the American Society on Aging in 2023.

You might wonder why we need another day to allocate to a cause. That is because ageism is everywhere and detrimental to our health and well-being, financial security and the American economy.

Here are several areas where ageism is evident.

Healthcare settings. Older adults often are omitted in clinical research studies. They are less likely to receive preventive care impacting their quality of life and the quality of care they receive, as reported in the Journal of the American Medical Association. Pain often is undertreated and overtreated including testing and procedures. Many healthcare providers and older adults assume depression, fatigue and pain are normal parts of aging. This wrong assumption often leads to a lack of treatment for conditions that could be treated. Additionally, some doctors fail to recognize that dosages of standard medications are not appropriate for older adults and rely on dosages for much younger patients. And roughly one in three older adults who take at least five medications will experience one adverse drug event each year with two-thirds requiring medical attention. One study estimates ageism in healthcare has an annual cost of $63 billion, which includes overtreatment and undertreatment of common medical conditions. 

The media. Only one and a half percent of television characters are older people. They often have minor roles and are portrayed as physically, mentally and sexually ineffective as well as for comic relief. Magazines have the highest levels of ageism, followed by newspapers, according to a study by the World Health Organization.Marketing and advertising budgets allocate only an estimated five to ten percent of their budgets to appealing to the 50-plus consumers. They tend to ignore the 55-plus market and their over $1.6 trillion in spending power. Clearly, these are missed opportunities. Furthermore, we often see advertisements portraying older adults as weak, technologically illiterate, lonely and cognitively inferior. We may see pictures of a wrinkled hand resting on a cane and rarely see that hand using technology or a microscope, writes gerontologist Jeanette Leardi in Next Avenue. 

The workforce. Ageism is alive and well in the workforce. According to an AARP survey of workers age 55 and older, almost 80 percent reported observing or experiencing age discrimination in their workplace, despite it being illegal. The economic cost to the U.S. has been an estimated $850 billion in our gross domestic product in 2018. That’s from the inability of older persons to find work and earn promotions. And age diversity is rarely included in workplace initiatives and is particularly missing in diversity, equity and inclusion plans. Peter Cappelli, professor at the Wharton School, is quoted by Nicole D. Smith in the Harvard Business Review indicating ageism is evident in recruitment. It’s the use of “keywords typically associated with youth, such as new ideas and fresh perspective…”  

It begins with us. “Old Age is not a 4-Letter Word” is the title of a book by Ann E. Gerike (1997, Papier-Mache Press). Gerike writes that changing our attitudes about aging begins with us. She suggests we watch our language. If we refer to an older person as “young,” she suggests using adjectives that say what you mean, such as that person is happy, healthy, energetic, vital, creative, interesting or attractive. And if you are referring to a person as “old” again say what you mean if you find that person as unhealthy, rigid, boring or sluggish. 

Progress. Despite these examples, we are making some progress. The AP Stylebook , a bible for journalists and other writers recommends using the term “older adults” rather than “senior citizen,” “seniors” or the “elderly.” There’s progress on the photo front. An AARP/Getty Images’ partnership launched the Disrupt Aging Collection of anti-ageism stock images. And Shutterstock has diverse images of older adults in its collections. The National Center to Reframe Aging offers guidance through its Reframing Aging Communication Best Practice. 

The Gerontological Society on Aging (GSA) and Columbia University are helping journalists avoid ageism in their writing by offering fellowships to a select number annually. And the American Society on Aging (ASA) has launched its Ageism Awareness Day initiative for the second year. Then there are nonprofits such as Changing the Narrative, a national initiative to end ageism providing us with alternative language, training and more. Authors such as Ashton Applewhite, researchers and advocates also are doing their part in making a difference in their writing, teaching and advocacy. 

So, let’s each of us do our part, as a member of a company, nonprofit organization, citizen or as a consumer, family member or friend. Let’s check our own age biases and what we think, feel or believe about ageism. When necessary, let’s take action by speaking up, writing to an editor, producer or a legislator. For facts on ageism and other information, see https://www.asaging.org/ageism-awareness. While you’re at it, spread the gift of kindness. 

Helen Dennis is a nationally recognized leader on issues of aging and the new retirement with academic, corporate and nonprofit experience. Contact Helen with your questions and comments at [email protected]. Visit Helen at HelenMdennis.com and follow her on facebook.com/SuccessfulAgingCommunity

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