Australia needs to take action to address ageism against older people, including through improved media reporting and other government and business interventions, COTA Australia says.
The call follows the release today of the Australian Human Rights Commission's study, Shaping perceptions: How Australian media reports on ageing, which found the media industry is failing to accurately represent older Australians and the issues they're facing.
The release of the Commission's study coincides with this year's International Day of Older Persons theme: "Ageing with Dignity: The Importance of Strengthening Care and Support Systems for Older Persons Worldwide.
Patricia Sparrow, Chief Executive Officer of COTA Australia - the leading advocacy organisation for older people - said the issues with media reporting of older people and their issues are indicative of ageist attitudes in society at large.
"The Human Rights Commission's new report has confirmed what we have all known for a while - that ageism is a scourge that continues to persist in all aspects of life in Australia," said Patricia Sparrow, CEO of COTA Australia.
"As the report has shown, we're seeing too much media representation which exploits negative stereotypes of older adults, using sensationalist headlines that stoke intergenerational tensions. This practice is not only misguided but deeply harmful.
"As Australian lifespans continue to grow, so do the consequences of age-based discrimination. It's time we recognise ageism for the serious issue it is.
"With the number of Australians aged 65 and over set to more than double in the next four decades, tackling ageism is important for us all."
Ms Sparrow said that Australia's media has a role to play in addressing ageism in the reporting they do, but so too do governments and businesses.
"The Federal Government should develop a comprehensive strategy for an Ageing Australia that tackles ageism and age discrimination, including in laws, policies and practices.
"Let us not forget – we all age. Taking action against ageism and perverse stereotypes about older people today paves the way for better outcomes for everyone.
"We all have a role to play in creating a future where age is seen as an asset, not a barrier."
