Report on Ageism as a Barrier to Sustainable Development

Introduction: The Global Challenge of Ageism

Ageism, defined by the World Health Organization as the stereotypes, prejudice, and discrimination directed towards others or oneself based on age, represents a significant global challenge. This prejudice is reported to be the most widespread and socially acceptable form of discrimination, directly impeding progress toward several Sustainable Development Goals (SDGs). Initiatives such as Ageism Awareness Day, observed on October 9, highlight the urgent need to address this issue to foster inclusive and equitable societies for all ages.

Ageism’s Impact on Key Sustainable Development Goals

SDG 3: Good Health and Well-being

Ageism poses a direct threat to the health and well-being of older persons. A United Nations report indicates that ageist attitudes, held by approximately one in two people globally, contribute to poor physical and mental health and a reduced quality of life for older individuals. Research further substantiates this connection:

• Negative self-perceptions of aging can shorten one’s lifespan.
• Conversely, individuals with a more positive self-perception of aging live, on average, 7.5 years longer than those with less positive attitudes. This longevity gain surpasses that of maintaining low blood pressure, low cholesterol, or a healthy weight.

SDG 8: Decent Work and Economic Growth

Contrary to the misconception that older adults are an economic liability, they are significant contributors to economic growth. Ageist attitudes in employment and marketing undermine their economic participation and the overall economy.

1. Economic Contribution: In 2018, the population aged 50 and older contributed $9 trillion to the economy and accounted for 56 cents of every dollar spent. This contribution is projected to grow through 2050.
2. Marketing Disparity: Despite their substantial purchasing power, an estimated 5 to 10 percent of marketing budgets are allocated to reaching consumers aged 50 and older.
3. Workplace Discrimination: Implicit biases, such as seeking “young” or “energetic” candidates, create barriers to decent work and full economic participation for older adults.

SDG 10: Reduced Inequalities

Ageism is a primary driver of inequality, creating systemic disadvantages based on age. These inequalities are often established early in life and reinforced over time.

• Early Onset: Research indicates that children become familiar with age-based stereotypes by age three, which are then reinforced throughout their lives.
• Global Prevalence: The UN confirms that ageism is a global phenomenon, not confined to any single country, thereby perpetuating inequality on a worldwide scale.

Typology and Manifestations of Ageism

Forms of Age-Based Discrimination

Ageism manifests in several distinct forms, each contributing to social and economic exclusion:

• Internalized Ageism: Self-directed negative beliefs about one’s own aging process, such as feeling “too old” to learn new skills.
• Implicit Ageism: Unconscious biases and attitudes that influence behavior towards individuals based on their age group.
• Interpersonal Ageism: Direct comments and behaviors between individuals, such as telling someone to “act your age.”
• Cultural Ageism: The normalization of negative messages about aging in media, advertising, and humor, which reinforces societal prejudice.

Problematic Language and Narratives

The language used to describe aging and older adults often carries negative, ageist implications that undermine efforts to build inclusive communities (SDG 11).

• Referring to older adults in residential communities as “patients” instead of “residents.”
• Generalizing all older adults as “frail,” “weak,” and “vulnerable.”
• Using disaster-related metaphors like “silver tsunami” or “gray wave” to describe the growing demographic of older adults.
• Employing qualifying language such as “still working” or “still exercising,” which implies that such activities are an exception for older people.

A Call to Action for an Age-Inclusive Society

Promoting Education and Awareness (SDG 4)

To dismantle ageism, strategic interventions are required, with a strong focus on education. The development of educational curricula designed to dispel stereotypes of aging among school-age children is a critical step toward achieving Quality Education (SDG 4) that fosters respect for all ages.

Recommendations for Progress

Achieving a society free from age-based discrimination requires a multi-faceted approach:

1. Individual Awareness: Individuals should critically examine their own beliefs and actions regarding age.
2. Systemic Advocacy: Stakeholders must actively challenge ageist narratives and representations in media, business, and public policy.
3. Interpersonal Dialogue: Engaging in constructive conversations to address ageist remarks can help shift social norms.
4. Support for Global Goals: Supporting initiatives that combat ageism directly contributes to the overarching SDG principle of “leaving no one behind” and building a just, equitable, and sustainable future for all.

Analysis of the Article in Relation to Sustainable Development Goals

1. Which SDGs are addressed or connected to the issues highlighted in the article?

• SDG 3: Good Health and Well-being – The article directly links ageism to negative health outcomes, stating it is “detrimental to our health and well-being” and can reduce quality of life. It also highlights research showing that positive self-perceptions of aging can increase lifespan by 7.5 years.
• SDG 8: Decent Work and Economic Growth – The article touches upon the economic dimension by discussing the significant economic contributions of older adults ($9 trillion to the US economy) and their financial security. The phrase “still working” and the discussion of how older adults are targeted by marketers relate to their economic participation.
• SDG 10: Reduced Inequalities – This is the central theme of the article. Ageism is defined as a widespread “form of prejudice” and discrimination based on age. The article cites a UN report that “one out of two people across the world is believed to hold ageist attitudes,” directly addressing inequality.
• SDG 16: Peace, Justice and Strong Institutions – The article’s call to action encourages readers to challenge ageism by contacting “the media, a business, legislator or organization.” This aligns with promoting non-discriminatory policies and practices within societal institutions.

2. What specific targets under those SDGs can be identified based on the article’s content?

1. SDG 3: Good Health and Well-being
   • Target 3.4: By 2030, reduce by one-third premature mortality from non-communicable diseases through prevention and treatment and promote mental health and well-being. The article supports this by explaining that ageism leads to “poor physical and mental health” and that combating it through positive self-perception can extend life significantly, thus promoting well-being.
2. SDG 8: Decent Work and Economic Growth
   • Target 8.5: By 2030, achieve full and productive employment and decent work for all women and men…and equal pay for work of equal value. While not the main focus, the article’s discussion of the economic contributions of older adults and the ageist assumption behind the phrase “still working” implies the need to recognize and support their continued, productive participation in the economy.
3. SDG 10: Reduced Inequalities
   • Target 10.2: By 2030, empower and promote the social, economic and political inclusion of all, irrespective of age… The entire article is a call to combat ageism, a key barrier to the social and economic inclusion of older people. It describes how cultural ageism in media and advertising marginalizes them.
   • Target 10.3: Ensure equal opportunity and reduce inequalities of outcome, including by eliminating discriminatory…policies and practices… The article identifies various forms of ageism (internalized, implicit, interpersonal, cultural) as discriminatory practices that need to be eliminated to ensure equal opportunity and well-being for older adults.
4. SDG 16: Peace, Justice and Strong Institutions
   • Target 16.b: Promote and enforce non-discriminatory laws and policies for sustainable development. The article’s concluding call to action, urging readers to contact legislators and organizations to combat ageist messages and practices, directly supports the promotion of non-discriminatory policies.

3. Are there any indicators mentioned or implied in the article that can be used to measure progress towards the identified targets?

1. Indicator for Target 10.3 (Reduced Inequalities): The article explicitly cites a United Nations report stating that “roughly one out of two people across the world is believed to hold ageist attitudes.” This suggests a direct indicator: The proportion of the population holding discriminatory attitudes based on age. Measuring a reduction in this proportion would indicate progress.
2. Indicator for Target 3.4 (Good Health and Well-being): The article highlights research that a positive self-perception of aging can increase lifespan by 7.5 years. This implies two related indicators: Life expectancy at age 60 and self-reported measures of mental health and well-being among older adults. An increase in these metrics could signal a reduction in the negative health impacts of ageism.
3. Indicator for Target 10.2 (Reduced Inequalities): The article notes that only “five to ten percent of marketing budgets are devoted to reaching adults aged 50 and older,” and when they are included, it is often in a “negative light.” This points to an indicator of economic and social inclusion: Proportion of media and advertising content that portrays older persons in a non-stereotypical and positive manner, as well as the proportion of marketing expenditure targeting older demographics.

SDGs, Targets, and Indicators Table

Source: dailynews.com