Research reveals that half of adults aged over 50 experienced age discrimination in the last year.

Research behind the anti-ageism campaign

The research indicates that people in their 50s and 60s most commonly experience discrimination in the workplace (37%), media (32%), and as consumers (32%). Individuals aged over 70 further cite discrimination as prevalent in health or social care settings (29%). The data also highlights regional variations, with the Northeast having the highest reported levels of age discrimination. Other key findings are that a third of people hold ageist beliefs and over half think older people are less visible in society.

Ageism and the economy

The campaign makes the argument that ageism, a pervasive issue which is often overlooked, has a detrimental impact on individuals’ opportunities, livelihoods, and mental wellbeing. This, in turn, affects productivity and the economy more widely. Notably, 460,000 people aged between 50 and 64 are currently unemployed but would like to be employed, citing ageism as a key barrier. Given the UK’s rapidly ageing population, it is ever more important to highlight the issue and combat societal prejudices.  

Join the cause

The initiative aims to spark debate and conversation about ageism and prompt individuals, organisations, and communities to join the cause. You can also take their “Are you ageist?” quiz here.