Understanding the Problem: The Ageism Epidemic
For too long, the societal narrative around aging has been dominated by negative stereotypes. Terms like "silver tsunami," "elderly," and "frail" paint a picture of burden, decline, and dependency, reinforcing ageist beliefs. This incomplete and biased story has profound consequences, leading to poorer physical and mental health outcomes, increased social isolation, and discriminatory institutional practices. For instance, research has shown that when older individuals internalize these negative stereotypes, it can lead to worse health behavior and higher levels of stress. The widespread acceptance of these implicit biases creates a sense of fatalism—the belief that nothing can be done about aging—which stifles momentum for innovative solutions and supportive policies.
The Negative Impact of Ageist Narratives
- Health and Well-being: Negative perceptions of aging are associated with poorer physical and mental health, reduced satisfaction with life, and reluctance to seek medical treatment for health conditions they attribute to age.
- Economic Consequences: Ageism costs economies billions of dollars annually through excess healthcare spending and reduced workforce participation.
- Policy Support: A public narrative focused on crisis and fatalism makes it difficult to rally support for systemic solutions and funding for aging programs.
- Social Isolation: Language that "others" older people, using terms like "they" instead of "we," contributes to marginalization and social isolation.
The Reframing Aging Solution: A Communications-Based Approach
The Reframing Aging Initiative, a long-term social change effort, was launched to counteract this damaging narrative by promoting a more accurate and equitable story of aging. The initiative is led by the Gerontological Society of America in partnership with other leading aging organizations and researchers from the FrameWorks Institute. Their work is based on extensive, evidence-informed research to identify communication strategies that effectively shift public attitudes and foster positive change.
The core of the initiative involves identifying and promoting effective language and communication frames. Instead of focusing on problems, it emphasizes concepts like justice and ingenuity.
- Justice: This frame highlights that, in a just society, all people are treated equally regardless of age. It moves the conversation from "us versus them" toward aging as an opportunity for collective progress.
- Ingenuity: By focusing on our collective resourcefulness, this frame inspires optimism and commitment to finding new and creative solutions for the challenges that accompany longer lives.
Putting Reframing into Practice
The initiative has developed resources and training to help individuals and organizations change the way they talk, think, and act about aging. These tools guide communicators to use age-inclusive, bias-free language, avoiding stereotypical terms like "elderly" and instead using "older person" or "older adult". The strategy also involves portraying older people in diverse, active, and competent roles, such as in the workplace or community, which has been shown to improve attitudes about aging.
- Use Inclusive Language: Shift from "they" and "them" to "we" and "us" to promote a sense of collective identity and shared experience.
- Avoid Catastrophic Metaphors: Stop using terms like "silver tsunami" or "graying of the population," which trigger fatalistic thinking.
- Define Ageism Clearly: When the term is used, it should be accompanied by a clear explanation and examples to help people recognize and confront it.
- Emphasize Systems-Level Solutions: Instead of focusing on individual responsibility, highlight concrete, systemic solutions that can support people as they age.
Negative vs. Reframed Communication
| Feature | Old Narrative (Avoid) | Reframed Narrative (Advance) |
|---|---|---|
| Demographics | "Silver tsunami" or "graying of the population" | "Americans are living longer and healthier lives" |
| Aging Process | "Struggle" or "battle" against aging; focus on decline | Aging as a dynamic process of growth and change |
| Responsibility | Focus on individual choice and planning | Emphasize social context and collective responsibility |
| Terminology | "Elderly," "seniors," "the aged" | "Older adults," "older people" |
| Solutions | Generic calls to "do something" without specifics | Concrete, systems-level examples of solutions |
Influencing Policy and Driving Change
By successfully reframing the public conversation, the initiative aims to build the public will necessary to advocate for meaningful policy changes. When the public's perception of aging shifts from a series of individual problems to an issue of collective justice, support for programs and funding grows significantly. The movement's ultimate goal is to ensure supportive policies and programs are in place for everyone as they age, fostering a society where all can thrive across the life course.
To learn more about the research and communication best practices, visit the National Center to Reframe Aging.
Conclusion
The Reframing Aging Initiative is a strategic, research-based effort to transform the public's understanding of aging. By using inclusive language and focusing on frames of justice and ingenuity, it aims to dismantle ageist stereotypes and cultivate an environment where older people's contributions are valued, their needs are addressed, and policies are designed to support a thriving aging society. It’s a movement not just for older people, but for all of us, as we are all part of the aging process.
