Comments like “OK, Boomer” or “Gen Z is too soft” often get passed off as lighthearted teasing between generations. Yet they reflect something deeper—ageism, the practice of judging or discriminating against someone simply because of their age. Whether it’s older adults being brushed aside as outdated or younger people dismissed as naive, ageism subtly influences interactions in workplaces, healthcare settings, and daily social life.
The term ageism was introduced by gerontologist Robert N. Butler in 1969, but decades later, it continues to be one of the most normalized and least challenged forms of bias. One reason may be that it often hides behind humor or so-called “common sense.” Its effects, however, are anything but harmless. Ageism runs in both directions. For example, older adults are sometimes assumed to be resistant to change, especially in technology-driven environments.
This stereotype—frequently reinforced through media portrayals and workplace culture—can block career growth opportunities, even though research consistently shows that older adults tend to bring stability, skill, and dedication to their roles (Turek et al., 2022).
Younger people are not immune to these biases. Millennials and Gen Z are frequently labeled as “entitled,” “lazy,” or “overly sensitive.” Expressions like “snowflake generation” downplay real mental health challenges and evolving social norms. This form of reverse ageism can create pressure to constantly demonstrate competence, as well as feelings of exclusion. A review by Burnes et al. (2019) found that exposure to such stereotypes is linked to higher anxiety and lower self-esteem among younger people.
Internalized bias—regardless of age—can have lasting effects. For example, a well-known study by Levy et al. (2002) found that older adults with negative beliefs about aging lived, on average, 7.5 years fewer than those with more positive perspectives. Other research connects these beliefs to slower recovery from illness, greater cognitive decline, and reduced social engagement.
Shifting demographics in the European Union make addressing ageism increasingly critical. Projections suggest that by 2050, 22 of the 27 EU member states will see a reduction in their working-age population (ages 20 to 64), while the proportion of individuals aged 85 and over will grow significantly in relation to the total population (Pinkus & Ruer, 2024). Yet, instead of framing this shift as a chance for mutual learning and collaboration, much public debate focuses on “burdens” such as increased healthcare spending, pension sustainability, and generational competition for resources—narratives that risk deepening social divides.
The COVID-19 pandemic brought ageist narratives into sharp focus. In the early months of the crisis, many public messages and policy decisions framed older adults as uniformly vulnerable and dependent, often justifying strict isolation measures regardless of individual health status. Research by Ayalon et al. (2020) documented how media coverage and political discourse sometimes portrayed older adults as a “burden” on healthcare systems, reinforcing negative stereotypes. Such framing not only shaped public opinion but also contributed to social exclusion, with some older adults reporting increased loneliness, anxiety, and reduced access to essential services.
The hopeful news is that ageism is not innate—it is learned, and therefore, it can be unlearned. According to the World Health Organization’s 2021 report on ageism, the most effective strategies to reduce it are education, meaningful intergenerational contact, and policy reform. Initiatives that bring different age groups together—whether in community projects, schools, or workplaces—tend to replace stereotypes with understanding and respect.
Challenging ageism is about more than politeness; it is a step toward fairer, more cohesive societies. When every generation’s contributions are recognized and valued, policy decisions improve, workplaces become more inclusive, and social bonds grow stronger. No matter where we are in life’s timeline—just starting out or approaching retirement—removing age-based bias benefits everyone.
So, next time someone says, “Boomers ruined the economy” or “Gen Z can’t handle real life,” it’s worth questioning those narratives. They’re not only inaccurate—they hold all of us back.
References:
Burnes, D., Sheppard, C., Henderson, C. R., Wassel, M., Cope, R., Barber, C., & Pillemer, K. (2019). Interventions to Reduce Ageism Against Older Adults: A Systematic Review and Meta-Analysis. The American Journal of Public Health, 109(8), e1–e9. https://doi.org/10.2105/AJPH.2019.305123
Levy, B. R., Slade, M. D., Kunkel, S. R., & Kasl, S. V. (2002). Longevity increased by positive self-perceptions of aging. Journal of Personality and Social Psychology, 83(2), 261–270. https://doi.org/10.1037/0022-3514.83.2.261
Pinkus, D. & Ruer, N. (2024) ‘Beyond retirement: A closer look at the very old’, Analysis, 30 April, Bruegel, https://www.bruegel.org/analysis/beyond-retirement-closer-look-very-old
Turek, K., Oude Mulders, J., & Stypinska, J. (2022). Different Shades of Discriminatory Effects of Age Stereotypes in the Workplace: A Multilevel and Dynamic Perspective on Organizational Behaviors Comment. Work Aging and Retirement, 8(4), 343-347. https://doi.org/10.1093/workar/waac019
World Health Organization (2021). Global report on ageism.