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# References

World Health Organisation (2021) Global report on ageism. Available at: https://www.who.int/publications/i/item/9789240016866 (Accessed 13 August 2025).

Centre for Ageing Better (2020) 'Dancing couple design wins age-positive icon competition'. Available at: https://ageing-better.org.uk/news/dancing-couple-design-wins-age-positive-icon-competition (Accessed 10 February 2026)

United Nations (2024) World Population Prospects 2024. Available at: https://population.un.org/wpp/ (Accessed 10 February 2026).

Office for National Statistics (2024) Population estimates for the UK, England, Wales, Scotland, and Northern Ireland: mid-2022. Available at: https://www.ons.gov.uk/peoplepopulationandcommunity/populationandmigration/populationestimates/bulletins/annualmidyearpopulationestimates/mid2022 (Accessed 11 July 2025).

GOV.UK (2015) 'Equality Act 2010: guidance'. Available at: https://www.gov.uk/guidance/equality-act-2010-guidance (Accessed 10 February 2026).

The Equality and Human Rights Commission (2022) 'The Public Sector Equality Duty (PSED)'. Available at: https://www.equalityhumanrights.com/guidance/public-sector/public-sector-equality-duty-psed (Accessed 10 February 2026).

Reuben Ng and Jeremy W Lim-Soh (2021), 'Ageism linked to culture, not demographics: Evidence from an 8-billion-word corpus across 20 countries', The Journals of Gerontology Series B, Vol 76 (9), pp 1791–1798 https://academic.oup.com/psychsocgerontology/article/76/9/1791/5938666 (Accessed 10 February 2026).

Centre for Ageing Better (2023) Cast aside? Exploring the presence of older characters in British films. Available at: https://ageing-better.org.uk/resources/cast-aside-exploring-presence-older-characters-british-films (Accessed 10 February 2026).

Advertising Standards Authority (2025) The Depiction of Older People in Advertising. Available at: https://www.asa.org.uk/news/the-depiction-of-older-people-in-advertising.html (Accessed 10 February 2026).

Office for National Statistics (2024) X01 Regional labour market: Estimates of employment by age. Available at: https://www.ons.gov.uk/employmentandlabourmarket/peopleinwork/employmentandemployeetypes/datasets/regionalemploymentbyagex01/current (Accessed 10 February 2026).

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