Ending Ageism Together
Changing the Narrative is a strategic communications and awareness campaign to increase understanding of ageism and to change how people think, talk, and act about aging and ageism. Find out more about our campaigns and ways to get involved in ending ageism.
Learn about ageism, the business case for older workers, the power of intergenerational relationships and much more on our blog.
Celebrate Age!
Anti-ageist birthday cards are here. Get yours today!
Guidelines for Age-Inclusive Communication
Why is changing the narrative and reframing aging important?
Because ending ageism is important. People across the United States and the world are living longer and healthier lives. Yet national research conducted by FrameWorks Institute over the last three years shows that aging is misunderstood in America, and ageist and negative stereotypes about older people abound.
By marginalizing older people and minimizing their contributions, ageism harms us all, as individuals and communities. Can we do something about it? Yes, we can! Groundbreaking research by FrameWorks Institute showed that it is possible to shift how people think through “reframing” aging. We can all participate in ending ageism.
By changing the way that people talk and think about aging, Changing the Narrative is setting the foundation for policies and practices that leverage the strengths and talents of older people, and systems that support wellbeing for all of us as we age.