Ageism is a pervasive issue that can subtly infiltrate many aspects of life, often going unnoticed until it's pointed out. This week, in alignment with Ageism Awareness Day, National Seniors has unveiled two insightful research reports that delve into the experiences of ageism among older Australians. These reports are based on the comprehensive 13th National Seniors Social Survey, which garnered responses from approximately 5,500 older Australians in February 2024.

The first report focuses on the prevalence of everyday ageism and its impact on the lives of older individuals. Utilising the Everyday Ageism Scale, a tool validated by research, the report assesses the frequency of negative stereotypes and assumptions related to aging that people encounter in their daily lives. This scale is not concerned with overt forms of ageism, such as workplace discrimination or age-based policies, which will be addressed in subsequent reports later in the year. Instead, it shines a light on the subtle, often overlooked attitudes and behaviors that contribute to a culture of ageism.


The findings are telling: those who face social or financial challenges are more likely to experience everyday ageism. Individuals with tighter finances or poorer health reported higher levels of ageism, as did those who are 75 or older, female, or part of a diversity group. This suggests that ageism can exacerbate existing disadvantages, creating a compounded effect on one's quality of life.


The survey also explored the correlation between ageism and other aspects of life, such as loneliness and satisfaction with time use. The results indicated that those who felt lonely or dissatisfied were more likely to report experiences of ageism. While the direction of causality remains unclear, the strong association between these factors points to a complex interplay between ageism, loneliness, life discontentment, and other forms of disadvantage.


Drilling down into the specifics, the report reveals that certain assumptions linked to aging—such as difficulties with memory, understanding, or technology—are more prevalent among those facing financial hardship, health issues, or belonging to marginalised groups. Interestingly, the report also highlights gender differences in experiences of ageism, with women more likely to encounter negative stereotypes and assumptions about their capabilities, while men reported more negative expectations regarding their health and sensory abilities in later life.

The second report released this week examines internalised ageism and its influence on the activities older adults choose to engage in—or avoid. Many respondents cited physical activities like exercise, sports, and dancing as areas where they felt self-conscious due to societal expectations or perceived age-appropriateness. Some even shared disheartening experiences of ageist bullying or mockery while participating in these activities.

Beyond physical pursuits, respondents also reported holding back from traveling, attending live music events, engaging in online dating, and pursuing education due to age-related self-consciousness. These personal accounts underscore the need for actively inclusive environments that welcome and celebrate individuals of all ages.


As members of the Seniors Discount Club, it's crucial to recognise the subtle ways in which ageism may be influencing our lives and the lives of those around us. Whether it's through the media we consume, the interactions we have, or the internalised beliefs we hold, ageism can have far-reaching effects on our well-being and sense of self-worth.
We invite you to reflect on your own experiences and consider whether ageism has played a role in shaping your decisions or self-perception. Have you ever felt discouraged from participating in an activity due to your age? Have you encountered stereotypes or assumptions that made you feel undervalued or invisible? Share your thoughts and stories in the comments below, and let's foster a dialogue that challenges ageism in all its forms. Together, we can work towards a society that respects and values the contributions of older adults, ensuring that every individual has the opportunity to lead a fulfilling and dignified life, free from the constraints of ageist attitudes.