• It's time to stop.

  • Stop discrimination.

  • Stop stereotypes.

  • Stop negativity.

  • Stop Ageism.

We’re here to show how ageism negatively affects all of us and, with your help, how we can stop it.

The recent coronavirus pandemic has shone a light on the shocking way that our society and policymakers treat older people. Pushed to the margins and forgotten about, with their needs often thought of last – we have all seen the tragic consequences that this can have.

More broadly – from derogatory everyday language, to inaccessible cities and poor services – ageism is sadly still a daily reality for many people.

Want to help us STOPageism? Then register your interest below.

stop ageism headlines
  • stop-ageism-older-couple-smiling-family-garden
  • stop-ageism-older-woman-smiling-street
  • stop-ageism-woman-holding-baby-near-window
  • I’m not an OAP.

    I'm a teacher.

  • I'm not an old fogey.

    I'm an artist.

  • I’m not Past It.

    I’m a babysitter.

  • Retiring from teaching doesn’t mean I stopped being a teacher. I have a lifetime’s worth of experience, knowledge, and skills to share with the next generations of my family. And there are one or two things they can teach me too.

  • Getting older doesn’t mean I have to become ‘old’. I don’t see myself as ‘old’, I see myself as an artist continuing to chase my dreams.

  • It’s time with my grandchildren that I cherish. Nursery doesn’t come cheap but luckily, I do. It means I’m not just their babysitter, I’m the reason my daughter can afford to take them away this summer.

Individually,
we’re strong.

Together, we can
be unstoppable.

For years, our partner organisations have been working to make older people’s lives better. To make their voices heard.

But we’ve realised something – that by working together, we can all do even more. That’s why we’re joining forces to STOPAgeism, and we want you to join with us. Because a single voice can be drowned out, but a chorus can’t be ignored.

In This Together.

We’re working together to STOPAgeism and bring older people back where they belong – in the heart of our lives and communities. Join us and our ever-growing network of partners.

Read all about it.

The latest news, views and events from the campaign and our partners. Read more about how we are working together to STOPageism.

Stephen Burke: Intergenerational Activity is Crucial

Stephen Burke from United for All Ages shares his perspectives on ageism within our society and how promoting intergenerational activities can help in the fight against ageism: We live in historic times....
stop-ageism-Eugene_Marchese

Eugene Marchese: Let’s bring generations together.

In this article Eugene Marchese, co-founder of Guild Living, discusses the ageing population, the issues surrounding the current retirement model and the unique Guild Living approach. Read the full column...

Guild Living

stop-ageism-older-woman-sad

How Can We Connect Generations During a Lockdown?

We talk about intergenerational environments as being one of the key ways that we can create socially-inclusive communities and combat loneliness. But how can we connect older to younger people in the...
stop-ageism-loneliness-man-alone-escalators-london_resized1

British Society of Gerontology urges Government to reject age-based COVID-19 policy.

We object to any policy which differentiates the population by application of an arbitrary chronological age in restricting people’s rights and freedoms. A statement has been released by the President...
stop-ageism-its-not-over

Sex: It’s Not Over Till It’s Over.

“My grandparents don’t have sex. They’re too old.” We’re calling BS on that one. We need to stop cringing at the thought of our older generations ‘doing it’ and come to the realisation that...
stop-ageism-older-fashion

Too old for the fashion industry? We think not.

Our fashion industry is ageist.  In the next 50 years, there is projected to be an additional 8.2 million people aged 65 years and over in the UK – a population roughly the size of present-day London....
stop-ageism-malcolm-johnson

Impact of coronavirus policy on older people: with Professor Malcolm Johnson.  

The controversy around isolation – to confine or not to confine. Malcolm Johnson, visiting Professor of Gerontology and End of Life at the University of Bath, gives us his views on the government’s...
stop-ageism-man-sitting-on-seat

4 ways ageing has changed over the centuries.

The way we age has changed quite a bit over the centuries. Some things for the worse and some for the better. But there are four major themes that show some of the most dramatic changes that have occurred...
stop-ageism-Helsingborg_talking_to_your_neighbours_guild_living

What does intergenerational living look like? Helsingborg has the answer.

In Helsingborg we see intergenerational living in action. With the aim to tackle loneliness this block of flats has one rule – for two hours a week you must spend time with each other. This housing company...
stop-ageism-Talking-about-our-Generations

Talking about our generations: Intergenerational living.

Not only is the UK’s population ageing, but the gap between younger and older generations is becoming increasingly divided. What was once the norm in society for generations to be intermixed has...
stop-ageism-Lets-end-Ageism-TED-Guild-Living

‘Let’s End Ageism’ with Ashton Applewhite.

In this TED Talk, Ashton Applewhite proposes that ageism is what makes ageing difficult and not the passing of time. Applewhite argues that we must stop segregating ages in the same way we are trying to...
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The Future of Property: An Ageing Population Trend.

The Financial Times has reported the three trends in the property market that will shape the next 10 years. The piece highlights ageing populations as the first trend, reporting that the next 10 years...
  • 1.4 million older people
    do not have access to the care and support they need.

    Age UK

  • Redundancy rates for those in their 50's
    are more than double the rate for those in their 40's

    RestLess.co.uk

  • Age discrimination legislation was introduced in 2006.
    Since then, Employment Tribunal claims have increased rapidly.

    AgeDiscrimination.info

  • Number of over 85's in the UK is
    set to double
    in the next 25 years.

    The Telegraph

  • 36% of over 50's
    felt they had been disadvantaged at work because of their age.

    Age UK

  • Only 7,000 retirement homes
    are delivered each year only accounting for 0.2% of demand.

    International Longevity Centre UK

Guild Living
and
Legal & General

In Partnership to Stop Ageism.

This campaign to Stop Ageism is powered by Guild Living and Legal & General.

Our mission is to reinstate older people at the heart of our lives and communities. Guild Living is delivering academically-led, innovative ways to live independently in the heart of towns and city centres.

  • Our three steps

  • to STOPageism.

Together, we will take positive steps to STOPageism in society. Join our movement to improve the lives of older people – and reinstate them in our lives and communities. Here are the three key areas we will focus on to bring about this change…

1. Changing our
Language.

The language we use to describe older people is overwhelmingly negative. So we’re campaigning to change it. Why is it still acceptable to use outright discriminatory terms for older people in society? Instead, we want to define people by who they really are and the value they bring.

I'm not an OAP
I'm a
Person.

1

2. Changing our
Cities.

We will make cities more accessible and age-friendly. From retrofitting existing buildings to encouraging architects and planners to be more age considerate in future builds, we want our cities to promote independence and inclusivity for all.

2

3. Changing our
Services.

We will promote safety and independence by making financial and technology services easier, safer and fairer to use. People need more confidence and support to take control of their affairs, and we’ll help to provide it.

3
  • I refuse to regret waking up a day older.

    • Ashton Applewhite
    • Writer & Activist
  • Our research will investigate what interventions we can make to reinstate people’s confidence, tackle one of the biggest killers, loneliness, and shift our culture towards valuing – rather than ostracising – people in their older years.

    • Professor Malcolm Johnson
    • University of Bath
  • Our mission is to reinstate older people at the heart of our lives and communities – where they belong.

    • Eugene Marchese
    • Guild Living
  • Overlooked for employment, restricted from social services and stereotyped in the media, ageism marginalises and excludes older people in their communities.

    • World Health Organization
  • I have come to see the possibilities of making well-funded research the foundation of a new model of living in the post-retirement stages, where many simply dwindle.

    • Professor Malcolm Johnson
    • Guild Living
  • What I’m really passionate about is thinking about individuals and how we change people’s lives. One of our founding principles is about being inclusive, so you’ll have an accessible, lively, active, multi-generational community.

    • Phil Bayliss
    • Legal & General
  • Ageism is widespread and an insidious practice, which has harmful effects on the health of older adults. For older people, ageism is an everyday challenge.

    • World Health Organization

Join the
Stop Ageism
Movement Today

A huge thank you for registering below and helping to Stop Ageism. We can’t do this without you.

Be a Partner of it

If you’d like your organisation to be a Stop Ageism Partner, get in touch today.