What is ageism?

Ageism is prejudice, stereotyping and/or discrimination against individuals or groups on the basis of their age, whether directed at people older than us, younger than us, or our own selves. By marginalizing people based on age and minimizing their contributions, ageism has tremendous negative impacts on every aspect of life and also negatively impacts communities.

 
Photo of a woman working on her laptop in a coffee shop.

Examples of Ageism:

  • Ageist messages: Insulting comments and assumptions about age in the media (Television, internet, magazine ads, etc.) 

  • Ageism in interpersonal interactions: Presumptions of diminished capabilities in older individuals, dismissing the input of younger employees

  • Internalized ageism: People undervaluing themselves based on age and belittling their own appearance

  • Systemic ageism: Age discrimination laws that are weaker than laws against other forms of discrimination

  • Why birthday cards?

    Birthday celebrations are one of the few common times that we all think and talk about age and aging. It’s a time when we point out what it means to age and what our beliefs are about ourselves and others based on age.

    So, it is a time when we can make a big impact in changing the conversation about aging and about making assumptions based on age.

  • Why you should get involved

    Because ageism impacts us all, both as individuals and as communities. Across the globe, our societies are living longer and healthier lives. Some things to know about ageism.
    - It hurts our mental and physical health. It even shortens our lives.
    - It impacts both young and old and negative ideas about age start very young.
    - It impacts our economy, by costing us in healthcare and keeping people out of the workforce.

    Sources:
    Becca Levy, PhD < Yale School of Public Health
    That Age Old Question
    WHO A scoping Review on Ageism against Younger Populations

  • What you can do

    The good news is that there are things we can do about it, starting with birthday cards.

    Consumers: Buy better cards (Explore this site to understand why & find better options.)

    Makers: Make better cards (Check out the guidelines and examples on this site and connect with other makers.)

    Sellers: Invest in better cards (Learn why this is important to your consumers and check out the guidelines on this site.)

    Activists: Spread the word (Read and share our blogs and other resources.)

  • Goals for the Website

    • Use birthday cards to educate people about the existence and problem of ageism at all ages, and shift people’s thinking about aging.

    • Realize the social good potential of birthday cards/gifts to support better self-esteem about age at a time when this can be distressing (birthdays).

    • Bring together international partners who can spread the word and connect efforts across countries to create a single, more powerful, and credible voice.

    • Influence the greeting card industry and card designers, as well as buyers, to start producing and seeking age-positive cards.

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