It’s helpful to think of ourselves as older people in training.
Although age beliefs are assimilated and reinforced over our lifetimes, they are also malleable: I have changed them in the lab, they can shift across history, and they can vary dramatically from one culture to another.
It’s difficult, when you are young, to accurately picture being older, especially if you don’t have close contact with someone who is older. Resisting old age and avoiding older people is one way many young people learn to act, often without their awareness, in an ageist society. A better way of approaching aging is through active intergenerational contact, which is a win-win.
“I was placed on the McDonald’s account,” she says, laughing. Within weeks, she went from her plan to study how social support factors influence well-being on an island in the South Pacific to trying to figure out “why the Burger King’s Whopper was suddenly outselling Ronald McDonald’s Big Mac.” It was an adjustment. Susan found her new world dizzying and thrilling.Older people were frequently absent from the firm’s ads.
Susan blames the ad industry for this view since these age stereotypes don’t square with what Susan viscerally knows to be true about the diversity and strengths of aging. Ads reflect the beliefs of the people the agency hires to create them: the average age of employees at advertising firms is 38. In Susan’s own firm, executives frequently staffed client-facing teams based on how young employees looked, and older employees were often excluded from participating in the creation of ads.
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