What the f*ck will it take for ageism to end?
Following Ageism Awareness Day earlier this week, Sue Parker, owner of Dare Group Australia, asks when the media industry will do better.
I’m starting to question if the battle to squash ageism is winnable, let alone likely to improve. Nothing has changed and this week I am beyond disappointed, pissed off and demoralised.
Perhaps disparate timing to feel this way given it was Ageism Awareness Day on Wednesday and the Australian Human Rights Commission released the ‘Shaping Perceptions: How Australian Media Reports on Ageing’ last week.
I’ve been a challenging media voice on ageism for many years and wrote ‘Ageism, everyone is to blame. So let’s stop the bullshit shall we?‘ but that bullshit spilled over the top of my tolerance barometer. I’m not alone in being incredibly disillusioned, but fear of retribution will keep many silent and/or concerned to protect their status quo of power.
But mainstream media should be feeling bloody ashamed of themselves. Long standing ageism and discrimination within the sector is well documented. But media has not done the job they signed up for recently to report current issues and news.
Quoting from Spiderman, with great power comes great responsibility. Media (and advertising) has great power and has let down Australians and humanity by sticking their bloody heads in the sand and refusing to acknowledge, let alone report on the latest age discrimination news.
Let’s not sugar coat this, mainstream and big trade media know how to report on and champion big important causes and can do it very well. Think R U OK? Day, Movember, Black Lives Matter and #MeToo.
But when it comes to ageism and age discrimination it’s clearly a case of run Forrest run!
Quite bizarre as ageism and age discrimination impacts everyone at some point, directly or indirectly. Whereas the impact of sexism, mental health and racism is not always experienced by everyone.
How media turned a blind eye
There were numerous incidents where media let Australia down the last few weeks. I and several others tried valiantly to get coverage in mainstream and major trade press but was met with ‘no we are not running anything on that topic’ or ‘we don’t want to touch it’.
At last month’s National Press Gallery address ‘Why Australia needs Ageism Awareness Day‘ only two journalists were present with a dearth of general attendees in the room.
Chaired by ABC’s Laura Tingle with speakers Dr Marlene Krasovitsky, consultant to the World Health Organisation on ageism and Robert Fitzgerald AM, Age Discrimination Commissioner, the address was compelling and impassioned.
Dr Krasovitsky asked upfront: ‘How do you feel about getting older?’. A simple yet provocative question that would send shivers up the spine and it should.
At question time only one of the two journalists stood up and subsequently ran a piece in their national public sector publication. There was a smattering of small pieces in second tier publications mostly in the seniors category. But not one in mainstream media, zip, nada!
Then the ‘Shaping Perceptions: How Australian Media Reports on Ageing’ report was released on 1st October.
No mainstream media ran a story on the damning and critical report.
Mumbrella ran ‘Unconscious biases seeping into news coverage’: New report finds Australian media industry is under-reporting on older population, but apart from a small segment on the ABC and minimal smatterings in age related trade publications again zip, nada in mainstream media.
I want to highlight just one of many disturbing findings from the ‘Shaping Perceptions: How Australian Media Reports on Ageing‘ which really ground my gears and many others.
It was reported one reason why media don’t run many stories on ageism issues is due to a lack of access to subject matter experts. What a load of duplicitous bollocks.
Then we come to Ageism Awareness Day on 9th October which coincided with the EveryAGE Counts webinar ‘End Ageism in Advertising‘ including the brilliant Jane Caro on the panel.
Jane reminded us of the changes of sexist advertising representation in the past. But ageism representation has certainly not made any similar dent.
The day again drew little, read no interest in mainstream media apart from a few tiny segments on radio. Again zip, nada in mainstream media.
What will it bloody take?
Apart from huge billboards across the land with slogans like ‘Play the person, not the age’ to shake the bejesus out of peoples disinterest in ageism, what will it take?
The World Health Organisation reports 50% of people hold deeply ageist beliefs and attitudes with over 1 in 5 experiencing ageism (across all age groups).
A third of Australians over 50 experience work and other forms of discrimination. There has been so much research, evidence and advocacy organisations focussed on moving ground yet nothing has really changed. All the age discrimination legislations, whilst sound policies have no grunt in reality.
As Dr Krasovitsky shared in her press gallery address: ‘Ageism is first encountered in the workplace and then in health. All are a reflection of entrenched social attitudes and unaddressed bias norms. The mental and physical health, economic, financial stability and wellbeing of people impacted is enormous.’
But in reality who gives a shit? Where is the funding to knock it out of the water like has been given to racism, a sexism and mental health?
Where are the big bold media campaigns like those created for gender equality, sexual abuse, racism etc for ageism? Just imagine a huge OOH campaign with the slogan ‘Play the person not their age’ or ‘Judge the person not their age’.
They don’t exist because ageism is normalised, accepted and ingrained at every level and no one want to change the status quo. A question to ask is who benefits from the ageism status quo?
Then we have the fact that corporate Australian doesn’t really give a shit either. This is evidenced by very few organisations having DE&I policies and training that includes ageism.
Sexism and racism has become totally abhorrent in society and advertising that it doesn’t get past the start gate. But ageism has not shifted one bloody iota. And I’m starting to lament if the representations of anyone over 50 from this year’s generation lamb campaign will ever abate.
And as Jane Caro famously declares, ‘being ageist is shooting your future self in the foot’.
But ageism is not just about ‘self’ it’s about the impact across families, friends, ex colleagues and social networks. Take a look around at how ageism in hiring, health, economics, job security impacts your circle.
Think of the uncle or aunt who is desperate as they have been made redundant at 50 and cannot get a job so have to sell their home. Think of the 20 year old who has come from a violent home and cannot afford a roof over their head because they face younger age discrimination.
Think of your parents or grandparents who are ignored and dismissed for being a burden in healthcare and hospitals. Think of the best friend whose partner is suicidal because they keep getting rejected due to ageism.
Do I need to go on? Do you need to open your flipping eyes, hearts and soul to see how erroneous ageism is?
Ageism hasn’t improved and as I said at the start, I’m wondering if it ever will. Curious to what others thought I ran a poll this week on LinkedIn asking: ‘Has workplace & hiring ageism bias increased or decreased over the last 5 years?’
Respondents crossed all sectors (many in marketing), occupations and 50/50 men and women. The results were: Nothing has changed = 38%; Increased, worse than ever = 52% and Decreased, less now = 10%.
Everyone can do better in playing a part in nipping ageism in the bud and calling it out. But media land, hey you hold enormous power and you let Australians down the last few weeks.
Sue Parker, owner of Dare Group Australia, is a communications, job search and career specialist.
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Sue Parker
Definitely an industry that makes anyone over 32 feel past their use by date and values youth (providing you come from the right background) over any other skill. I saw a comment on another similar article that said “Maybe you just accept that it will only ever be a short-term career and plan your next move” or something similar. I’ve seen many accomplished, experienced colleagues that I looked up to over the years suddenly get performance managed out the door and thrown on the scrap heap, far too young to retire but too old to get a job elsewhere in the industry.
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The difference between ageism and other forms of equality like gender and sexuality is that there is basically no one in industry over the age of 45, so there are very few people to champion it as an issue.
The young people who populate our industry certainly don’t care about it because it doesn’t affect them, until it does.
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at 63 years of age and still in agency land, ageism is rife across all age demo’s. Hiring for skills and capability gets lost in hiring for budget – what we can afford rather then who we can afford. I hire for skill, capability and experience whether you are 25 or 55. Race, Age or Religion doesn’t and shouldn’t enter into the equasion. Lack of HR is letting this industry down.
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The agency’s willful ignorance towards ageism highlights their hyopcrisy when it comes to diversity. Why? I suggest mostly because it’s an unfashionable ‘ism’. It’s also expensive for agency models to support.
It’s far better for the bottom line to have 3 juniors who are wide-eyed and enthused about free lunches with partners and rock the boat. Vs the experienced professional who asks hard questions.
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This is an interesting debate that’s been going around for a while. The problem is not just age, it’s agencies.
The model built many years ago is diminishing before our eyes. Free To Air is dying and along with it go the agencies that craft TVCs. In their place come new smaller production houses pumping tonnes of cheap content, sprayed across every digital landscape.
Those who don’t adapt perish. Or end up on Gruen.
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Pffft. Ageism is dying.
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Until clients start paying agencies more this is never going to be improved. This leads us to sadly overwork and underpay junior staff, who are much more accommodating of this than an experienced staff person. It’s not the right thing but it is pure economics of our industry.
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This advocacy position is confusing… Clearly, ageism is bad and leads to poor employment, mental health and other health outcomes. There is much evidence to support this and it does not appear to be in question. However, the author separates the groups experiencing these issues – Me too, mental health, etc. – and in doing so, reduces the strength of their argument.
Ageism does not happen in a vacuum and instances of discrimination are often linked to other characteristics, or are ‘intersectional’ in nature. Older age is often negatively associated with disability, which is informed by both ageism and ableism. Younger women experience disproportionate rates of sexual harassment which is linked to their age and gender at a minimum. Young men are often discriminated against in real estate and government services, if you consider the rates of drivers licenses that are declined on the first attempt for young men compared to young women, or the rates of refusals for households of young men in the rental market. The list goes on.
Having a siloed approach to ageism – one where it is a separate issue to sexism, ableism, racism, etc., and issues of young people and older generations are grouped together is clearly ineffective as the key actors are not taking note. Perhaps consider an intersectional approach to future advocacy.
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Unfortunately as the entire industry is now focusing on getting maximum return on every dollar it is quickly becoming obvious that it is easier to churn out the higher paid employees with new entrants or grads.
This is backed up by comments from heads of investment at holdcos sitting on panels and making comments like ‘I’ve never met a publisher who won’t move on rates when they will potentially lose business’.
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Ageism is alive in the industry and the “silent exits” will continue to get costs down and many larger agencies are prepared to bring in the lawyers if accused. Settlement payments and Deeds of Release keep it all neat and tidy… and unseen. Leaders duck. No one asks these ageism victims RUOK?
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No one asks these ageism victims RUOK?
I put that question out last month .. as its a critical one to ask
https://www.kochiesbusinessbuilders.com.au/ruok-with-hiring-practices-which-cause-harm/
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