You might want to sit down for this one because we’re peeling back the layers to reveal a harsh truth – the UK media has officially clinched the title for being the most ageist among English-speaking countries. Ageism isn’t just a societal hiccup; it’s a full-blown crisis, and our media is front and centre in perpetuating this damaging trend.
A global study examining age-related language in web-based newspapers and magazines across 20 countries revealed that the UK is leading the charts as the most ageist. Our language and communication, tainted by stereotypes and biases, are further fueling the marginalisation of older individuals.
Contrary to the pervasive stereotype, older individuals are not living in the technological dark ages. In fact, a 2018 survey revealed that the portrayal of seniors as lacking tech skills is the most irritating misrepresentation. Digging deeper into the issue, over half of this demographic feels that advertisements treat them as if they have nothing interesting to say. It’s not a mere oversight; it’s a deliberate disregard for the voices and opinions of a significant portion of the population..
The media landscape, dominated by online news sources catering predominantly to the younger generation, fails to reflect the diverse needs of its audience. It’s a peculiar dance of irony when over 91% of people over 60 consume television and newspaper media more than younger generations but receive less tailored content. It’s time for the media to break free from this paradox and start serving content that resonates with the diverse audience it claims to represent.
Consider this: women over the age of 55, despite their wisdom and experience, feel ‘invisible’. When they manage to grace the media’s stage, it’s often in a supporting role – how to look younger. It’s a slap in the face for these women, who, instead of being celebrated for their achievements, are relegated to the shadows, replaced by younger faces.
As we navigate the complex web of societal challenges, we must recognise this issue and work towards finding solutions.
What needs to change?
Revamping the media means changing how we portray older people. We need to ditch old stereotypes and show the vitality and wisdom of this group. Advertisers should focus on the experiences of those 55 and older, avoiding youth-centered stories. Media outlets must use language that includes everyone, without age biases. Bridging the digital gap is crucial, making content that appeals to the 60+ audience.
These changes are essential for a media industry that truly represents and respects everyone in our diverse society. It’s not just change; it’s a demand for a media revolution, breaking free from ageist norms and celebrating the richness of every stage of life.
Tackle ageism with AgeGroup
We’re facing a crucial moment grappling with widespread ageism, especially fueled by the media. To break free, a revolution is needed. Let’s build a society that celebrates rather than sidelines older individuals – and that’s exactly what AgeGroup is all about.
At AgeGroup, we’re taking on ageism in the UK media by showcasing modern elders who defy stereotypes and remain ageless. Our focus is on creating products to help you connect and thrive. Whether you’re seeking brand trust or trying to reach your audience among modern elders, we’ve got you covered.
