Public thinks ageism is getting worse (01.11.04)
Three quarters (75 per cent) of people think age discrimination will not get any better in the next five years with a quarter (28 per cent) saying it will get worse according to new research released today by Age Concern.
Of those surveyed, 30 per cent said the level of prejudice against older people is actually higher now than it was five years ago.
The shocking findings come as the charity unveils its first-ever national billboard advertising campaign ‘Ageism exists,’ encouraging us all to join the fight to make age equality a reality.
Alongside the gloomy predictions, the survey found overwhelming support for age equality. More than nine out of ten respondents (93 per cent) said that the over 70s should definitely have equal access to health services and three quarters (77 per cent) thought this should be the case for products and services.
But age inequality remains legal and institutionalised;
- People can be forced out of a job just because of their age.
- Certain kinds of health and social care are limited or denied– if a woman is over 70 the NHS will not invite her for breast screening despite risk increasing with age. Regarding benefits, over 65s who become disabled cannot apply for the mobility component of Disability Living Allowance. Careless and patronising attitudes towards older service users are rife.
- Many companies have upper-age limits on products, such as car and travel insurance and credit cards.
- Over 54s are denied student loans.
In the absence of any legal protection against ageism it is crucial that the Government’s proposed single equality body (CEHR) is included in this month’s Queen’s Speech.
It has the potential to transform older people’s lives, challenge ingrained ageist attitudes and help the fight for age equality. In 2006 new laws will outlaw ageism at work for the first time and a statutory body must be in place to ensure older workers can seek advice and protection of their rights.
Gordon Lishman, Director General of Age Concern England said: “Ageism is the last form of legal discrimination. It is often invisible and is endemic in our culture. This has to change. The cult of youth does not match the reality of people’s lives and we are living in the age of the older person. It’s time for the Government to take action to give older people the rights and equality they need and deserve.”
Reg Starkey, Creative Director of the campaign’s veteran team said: “If you want evidence that ageism exists, look no further than the creative industries. Marketers who have turned 50 find it difficult to switch jobs or climb the career ladder – they’re treated as has-beens. In advertising older people are under-represented or strangled by stereotypes. It’s an un-funny joke, which won’t go away without action on ageism. ”
Notes to editors:
- Photo opportunity: Unveiling of one of Age Concern’s age equality billboards with the campaign’s veteran creative team. An irreverent image features the top of an anonymous grey-haired man’s head and a provocative strap line reading: ‘Ignore this poster- it’s got grey hair.’
- FAO picture desks: At 10.15am on Monday 1 November Age Concern will reveal its national age equality billboard advertising campaign with the campaign’s veteran creative team.
- Place Cromwell Road, London, SW7 (corner of Warwick Road opposite 24-hour Tesco)
- A 300 DPI colour picture of our new billboard is available. Contact, Yatesm@ace.org.uk
- Case studies are available. Contact Miranda Yates, tel 0208 7657511 or email yatesm@ace.org.uk
- A briefing on the Commission for Equality and Human Rights is available.
- As part of an important benchmarking survey of public opinions and attitudes by ACRS (Age Concern Research Services)/ TNS an OmniMas poll was conducted among 850 people aged 16 + from 17-21- September 2004 and is being further developed for a major report due to be published early in 2005.
- As part of an important benchmarking survey of public opinions and attitudes by ACRS (Age Concern Research Services)/ TNS an OmniMas poll was conducted among 850 people aged 16 + from 17-21- September 2004 and is being further developed for a major report due to be published early in 2005.
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