07/08/2024

Understanding ageism: Why age discrimination is an important topic

Blog article

Author: Christina Schiffler

Where does ageism occur, why are all age groups affected? And what can we do about it? In this article, Christina Schiffler, Executive Director and IBM Design Principal at IBM iX Berlin, raises awareness for an increasingly important topic that affects many.

Ever since I started working, I’ve been confronted with stereotypes: ‘You’re too young to take on this responsibility.’ ‘You’re too old to be a part of this transformation.’ ‘I’m sure you want kids at your age!’ ‘Learning is definitely harder after the age of 50.’ These are all examples of ageism. Many consider ageism to be aimed exclusively at older people – but that’s not entirely correct.

The World Health Organization (WHO) describes ageism as a multifaceted social phenomenon defined by stereotypes, prejudices and discrimination that people hold against others or themselves solely on the grounds of age. The term ‘age discrimination’ is sometimes used for the same behaviour. This issue and the phenomena associated with it are nothing new. The first mentions of ageism emerged in the 1960s, but it did not gain more attention in the world of work and law until the 2000s. Rapid technological advances made it increasingly important, not least during the COVID-19 pandemic. Changes in everyday working life and the use of technology and tools have played an increasingly important role in this, particularly in the perception of older people. Historically, we have to deal with many forms of discrimination in society. For a long time, discrimination due to age garnered less attention.

Stereotypes and prejudices: age discrimination can affect everyone

I was also unaware of the issue and the extent of it for a long time. Taking a closer look at this and recently becoming an ambassador for the issue of ageism at our company has made me aware of it and opened my eyes in many ways. And to be clear, age discrimination doesn’t just apply to older people – it can affect young people just as much. It is deeply rooted in the form of clichés and stereotypes about both old and young people. A study (in Germany) commissioned by the German Federal Anti-Discrimination Agency, conducted in 2022 based on a representative survey of the German population, showed that there is huge potential for tension in the way in which people perceive each other, especially between different generations. Older people are seen as ‘not productive enough’, ‘not adaptable’ or ‘not fit enough’ for certain tasks and new ways of working. Younger people, on the other hand, are said to lack experience, independence and reliability. The Global Report on Ageism published by the WHO provides a fascinating and detailed overview of stereotypes and prejudices against old and young people (in the online PDF on page 30). Prejudices of this kind and resulting discrimination are based on three processes:

Labelling – assigning a person to an age group
Stereotyping – the negative evaluation of characteristics of a group of people (in this case, a particular age group)
Discrimination – negative behaviour towards the person due to the associated stereotypical characteristics

It is interesting to see how differently people ascribed a notional age limit in the study on ideas about age and age discrimination in Germany. For 27.2% of respondents, 60 is the age at which people are considered old in our society, while 18.1% cited 70 as the definitive age. At the same time, 14.4% considered people over 50 to be ‘old’ (Fig. 1, p. 7 in the study handout (in German): Views of Age and Age Discrimination in Germany). In addition, the study by the Federal Anti-Discrimination Agency found that perceptions of age differ greatly depending on the age of the respondents. For example, younger people are less aware of the problem of age discrimination. Older people, on the other hand, consider the social age limit to be significantly higher.

Ageism in the workplace

Ageism manifests itself in a variety of ways in work settings. From job advertisements that subtly scare off older applicants with phrases like ‘digital native’ and ‘dynamic team’ to performance evaluations that favour younger employees, age discrimination can be embedded to varying degrees in corporate culture. A certain age structure may also be noticeable, depending on the sector and the profession. A digital agency, for example, may well employ significantly younger staff on average than a finance or insurance company. Why this is the case and why different job profiles are assigned to certain age groups can stem from preconceived notions and lead back to the stereotypes that have sprung up over time and taken root in society.

From my personal experience and my perspective as an older manager at our company, the age of our employees is not materially important. The main thing is the technical expertise and human factors that determine the composition of our teams. As so often, it’s about getting the right mix. We can all benefit from and learn from each other. Everyone has their own strengths and weaknesses. I’m happy to pass on my many years of work experience and act as a mentor, helping younger colleagues to grow. At the same time, I learn a lot from younger people myself and value sharing ideas on an equal footing – regardless of age. This creates a symbiosis that is enriching for our dynamic and innovative working environment. Experience fosters creativity, and just as young people are said to have creative approaches, so older employees often bring knowledge with them, which can in turn inspire new solutions.

What we can do about ageism

To fight ageism, we need to promote an inclusive culture that values diversity in all its forms, including age. At IBM iX in Berlin, our Diversity & Inclusion programme raises awareness of ageism and combats it through ambassadors and advocates. At our company and in wider society, it’s about tackling clichés, stereotypes and prejudices at different levels by:

Promoting awareness and education

Educate employees about ageism and its effects. Awareness is the first step towards change.
Implementing inclusive guidelines

Ensure that recruitment practices and workplace policies are age-inclusive. Maintain an approach and a corporate culture that welcomes all age groups and promotes diversity.
Appreciating experience

Recognise and include contributions from older employees by creating opportunities to share knowledge and mentor others.
Promoting lifelong learning

Support ongoing education and development for employees of all ages. This shapes the environment and workplace, as growth and adaptability develop naturally.

Raising awareness

Ageism and age discrimination are often invisible, yet they can be embedded in our everyday life and way of thinking. We are all affected by it in some way, to varying degrees. Subconsciously, we constantly act, evaluate and compare ourselves and our fellow human beings against each other and our stereotypes. It is difficult to break down these invisible barriers, but by dealing with them and being mindful of them, we can help ourselves and others to understand, appreciate and learn from each other better. In doing so, we promote diversity and an inclusive culture – in the workplace and beyond.

Share

About the author

Christina Schiffler leads an industry cluster and the Digital Marketing & Communication Practice at the IBM iX Studio Berlin, specialising in content and media production. She is a creative strategist, communications expert and professional journalist with over 25 years of professional experience.

Christina Schiffler

Executive Director & IBM Design Principal, IBM iX Berlin
christina.schiffler@ibmix.de

This may interest you too

Blog article

Industries at a glance

People at IBM iX

Join the Women in Tech Community

How to accelerate hyper-personalisation in marketing with generative AI