3.1 Challenging ageism

You can challenge ageism you encounter informally or formally.

Informally - drawing attention to ageism, exposing any incorrect assumptions being made and highlighting the damaging impacts of ageism, highlight where inappropriate or stereotyping language has been used.

Formally - drawing attention to the ageism and using legislation designed to address discrimination and advance equality: the Equality Act 2010 / seek opportunities to contribute to a fairer society through the PSED and specific equality duties in Wales.

The following sections will look at what you can do both formally and informally when you encounter ageism in the media, in the workplace, in health and social care services and as a general consumer. While these sections are focused on what we can do as individuals to challenge ageism, they are also helpful to understand where older people you work with or support can find help and information if they feel they are being discriminated against.

We also hope these sections will help you to reflect on how policies and practice within your own organisation or area of work could be improved to ensure that older people are not discriminated against, whether directly or indirectly.