New protections needed to tackle ‘pervasively ageist culture’, says Westminster Committee

‘Widespread’ and ‘culturally embedded’ ageism requires stronger legal protections against age discrimination and a new cross-Government strategy to address the challenges and opportunities posed by the UK’s ageing population, a new report by Westminster’s Women and Equalities Committee has warned. 

It recommended the UK Government assess the experience in Wales, which has a well-established Commissioner for Older People and a comprehensive network of local authority Older People’s Champions helping to deliver a national strategy, with a view to replicating a similar framework in England. 

Existing age discrimination law and the Public Sector Equality Duty (PSED) are ‘failing older people’ as their protections are inadequate and rarely enforced, WEC’s report on the rights of older people found, as it called on the Government to commission and fund a wholesale review by the Equality and Human Rights Commission (EHRC). 

MPs found clear evidence that ageist stereotyping, including portrayals of older people as frail, helpless or incompetent, or conversely as wealth-hoarding “boomers”, is highly prevalent across the UK media and is a significant contributory factor to the normalisation of ageist attitudes.  

Ageism, the report concluded, causes harm both to older individuals, including when self-limiting stereotypes are internalised, and at societal level, pitting generations against each other and breeding unnecessary and unhelpful division. 

 Despite the continuing rise in older age groups across the UK – with 11 million people in England and Wales aged 65 or older and over half a million people aged over 90 – the UK’s equalities framework omits a focus on demographic change and ageing, WEC found. 

It called on the Cabinet Office to establish a unit of data and policy analysts within the Office of Equality and Opportunity (OEO) to build an evidence base on the key cross-departmental challenges, including intersectional issues, facing older people now and in the coming decades.   

The report called on the Government to commission and fund the Equality and Human Rights Commission (EHRC) to review the effectiveness of protections against age discrimination, including consideration of the impacts of allowing objective justification of direct age discrimination; the adequacy of the Public Sector Equality Duty (PSED) and the case for more specific positive duties in England; the case for a strengthened “reasonable steps” duty on employers to prevent age discrimination; and options to better reflect in the Equality Act the intersectional nature of age discrimination, including but not limited to commencement of section 14 on dual characteristics.  

On digital exclusion from essential services, it warned some older people are at high risk, including in aspects of healthcare, local authority services, benefits and banking, adding it is a ‘considerable failure of government’ that the UK’s digital inclusion strategy has not been updated in over a decade.  

WEC urged the Government to prioritise the development of a new digital inclusion strategy that includes a detailed focus on the needs of older people, including a plan for locally delivered digital skills provision and promotion of best practice in maintaining offline alternatives to digital for as long as needs remain.  

It also called on the Advertising Standards Authority (ASA), the broadcast media regulator Ofcom and the Independent Press Standards Organisation (IPSO) to take steps to strengthen their respective regulatory codes to better protect individuals and society from the harms of pervasive ageism.

Chair of the Women and Equalities Committee, Labour MP Sarah Owen, said: “The Committee’s report shows clearly that age discrimination is widespread in the UK and often minimised compared to other forms of discrimination. A comprehensive review of age discrimination law is a necessary step in tackling the UK’s pervasively ageist culture. 

The UK’s growing and increasingly diverse ageing population presents significant cross-departmental challenges and opportunities, so the lack of a Government strategy on how to respond to these issues is concerning.

“The UK Government should look to the experience in Wales, which has a dedicated Commissioner for Older People and a national strategy, and consider how to give older people a much stronger voice in policy making in England. 

“Technology has become the default for many public services, meaning a refreshed Digital Inclusion Strategy is more important than ever. It is a considerable failure of government that the Digital Inclusion Strategy has not been updated, nor progress tracked, for a decade.  

“Ultimately much more must be done to tackle ageist attitudes and discrimination across society, including in access to healthcare, local services, banking and transport.”

AGEIST BRITAIN?

OVER A THIRD OF SCOTS REVEAL THEY FEEL NEGLECTED AFTER TURNING 50

·       Over a third (33%) of Scots revealed that 50 was the age they begun to feel neglected or invisible in society

·       36% of Scots over 50 don’t think brands advertise to their age and 17% don’t think magazines represent their age

·       Over half (56%) of Scots say that being neglected by society makes them feel underappreciated, and a third say it makes them depressed and anxious

·       This also impacted over 50s’ career decisions in Scotland, with a quarter (25%) admitting they feel they’re unable to apply for jobs because of their age

Over a third of Scots (33%) have revealed that 50 was the age they begun to feel neglected and invisible in society, according to new research by SunLife released today.

The research found that 56 was the average age Scots over 50 began to feel this way, and that over half (56%) of those over 50 said prejudice towards their age causes them to feel underappreciated, let down (34%) and depressed or anxious (36%).

The new Retiring Ageism report, which follows SunLife’s 2019 Ageist Britain campaign, surveyed 2,000 UK adults and analysed UK brands’ representation of over 50s across their marketing activity.

SunLife’s new research found that due to feeling neglected or invisible in society because of their age, a quarter (24%) over 50s living in Scotland are less inclined to try new things, and a third opt to stay home and miss events (31%).

A fifth (21%) of those over 50 said these feelings made them less inclined to keep fit, active and healthy, directly impacting their physical health. 

These feelings also influenced Scots over 50s’ career decisions, with a quarter (25%) admitting they didn’t apply for jobs because of their age and one in six (14%) not applying to a job they had wanted.

Feeling neglected also has a harmful effect on relationships, with 16% of Scots believing their friends and family don’t invite them out because of their age.

Claire Turner, Director of Evidence, Centre for Ageing Better, commented on the lasting effect misrepresentation can have on those over-50: “We know that ageism has a hugely devastating impact on people, and this report highlights the scale of the issue. Too many people are made to feel invisible because of their age.

“Ageism affects people at work, it affects people’s health, and it can affect the way they see themselves. Our research has found that many people over-50 believe they have been turned down for a job because of their age, and many have been put off applying for jobs as they sound like they’re aimed at younger candidates.

“From the casual ageism of products labelled ‘anti-ageing’ to the way we’ve seen older people spoken about during the coronavirus pandemic, it’s clear that as a society we’ve got a long way to go on this issue. It’s great to see this report shine a light on the issue, and contribute to the vital conversation around ageism.”

Across the UK, SunLife’s Retiring Ageism report found that misrepresentation of over 50s remains prevalent, with more than half of adults over 50 citing that the fashion industry (56%), the sports industry (52%) and the business industry (43%) fail to represent their age well.

Additionally, over three quarters (78%) of those over the age of 50 said they hadn’t seen accurate representation of their age bracket by companies or celebrity personalities within the past year, with Nike, Next and Adidas called out as the top three worst brands for representing over 50s.

The media has also been revealed to mischaracterise over 50s, with just 15% feeling as though national newspapers represented their age bracket well, and only 12% feeling well represented in local newspapers. Furthermore, 21% of 50-59 year olds felt as though they didn’t see people their age in magazines, with this rising to a quarter (24%) of 60 to 69-year olds.

Ian Atkinson, director of marketing at SunLife, added: “We want to keep shining a spotlight on the issue of ageism – specifically, on the misrepresentation of the over 50s in society and the media. Our new report has revealed that this is particularly prevalent in the workplace, advertising and the world of entertainment.

“Unsurprisingly, it can have lasting effects on the mental and physical health of those over 50 who feel misrepresented, causing them to alienate themselves from family and friends. By raising the profile of this problem, we want to continue our ambition of retiring ageism once and for all and encourage other brands to cater to this age bracket who deserve to be recognised.”

Alongside the report, this year SunLife will be actioning three pledges to encourage brands to celebrate life over 50 and help retire ageism once and for all. These include sharing the research and image galleries with leading UK charities to help support them with their initiatives aimed towards over 50s, as well as developing a series of best practice guidelines to assist brands and media.

SunLife found that when searching for imagery of older people, the results often portray an inauthentic view of life after 50 and embody ageist stereotypes. To help counter this, SunLife have embarked on creating their own image galleries, generating these from photoshoots using real people to help authentically show the positive side of life after 50.

The full report and opening foreword from Ian Atkinson can be viewed here:

 https://www.sunlife.co.uk/siteassets/documents/sunlife-ageism-report-2020.pdf