Language on ageing risks intergenerational strife

The language used to speak about ageing and older people risks stoking intergenerational tension and potentially affecting policy-making, finds a report produced by charities the Centre for Ageing Better and Equally Ours in collaboration with market researchers Savanta ComRes.

Dominant narratives on ageing analysed the way ageing and later life are spoken about in politics, the media, advertising and the charity sector. It found ageing is associated with decline and ill-health, with older people commonly portrayed as frail, vulnerable and dependent. The top 10 most frequently used words across society include “help”, “care”, “support”, “dementia” and “the NHS”.

Analysis of political discourse showed that the ageing population is mainly presented as a costly “crisis” and emphasises the dependence of older people on state support.

The report found little reference to the contribution of people at older ages to society, including caring for loved ones and providing support in communities.

In politics and the media, it also found that older people are often pitted against younger people in “boomer vs millennial” narratives around competition for resources, with older age often being used as a proxy for wealth.

The report warns that this hides the inequalities that exist within generations.