Conversations about ageism in public spaces

Ageism is so ingrained in society that we barely notice it, which makes conversations a powerful step in challenging negative stereotypes and questioning the way ageing or older people are talked about.

Read more to find out how Leeds Older People’s Forum got behind the Age Without Limits Action Day to create a powerful city-wide campaign of anti-ageism conversations. 

The Action Day is a chance for individuals and communities, workplaces, friends and families to learn, take action and help change the way we think about ageing. In 2024 the theme was ‘See and Be Seen’.

Ensuring visibility 

Elizabeth Griffin is the Friendly Communities Officer at Leeds Older People’s Forum (LOPF), a charity and network of third sector organisations working with and for older people in Leeds. She explained that LOPF worked in coproduction with their community to choose how to mark the Action Day and to plan and deliver their activities. The plan, devised by a group of local people* of all ages, was deliberately chosen to create a presence in public spaces around the city and to truly embrace the ‘See and Be Seen’ theme. 

Those involved saw visibility and conversations as crucial for challenging stereotypes and raising awareness of ageism. They also wanted the sessions to be delivered by people of all ages to ensure important intergenerational discussions. 

Another part of the plan was to host a discussion about ageism at LOPF’s Board meeting.

Starting conversations about ageism

On the day, volunteers started conversations at two shopping centres in Leeds: Cross Gates and Trinity Leeds. They asked shoppers to take the ‘Are you Ageist?’ quiz, used conversation starters to talk about ageing and ageism and asked people to show their support by taking a picture of themselves and sharing on social media using the hashtags #AgeWithoutLimits and #SeeAndBeSeen. Throughout the day, volunteers spoke to hundreds of people.

Elizabeth said, “We achieved our goal which was to have conversations with the public to get them talking about ageism and ageing. A huge portion of people we spoke to didn’t even recognise ageism as a protected characteristic. Once we delved into the subject, they shared their own stories of when they had experienced ageism. Key themes were in the workplace, how they felt about their own ageing and the ‘anti- ageing’ cosmetic industry. Many people said they had their eyes opened and would be looking out for everyday ageism and calling it out. They also said that they were going to try to be more age positive!” 

She added, “Another theme was that lots of younger people knew what ageism was but when they took the quizzes, they hadn’t realised they were internalising it or how widespread it was. We had lots of conversations around intersectionality especially the portrayal of women within the media.”

Comments from shoppers

Elizabeth said, “Although it was hard to get people to engage as people thought we were selling something, those that did talk really opened up. Many people left saying that it had made them think differently about their ageing which also led to conversations on Age Friendly Leeds and our work. Lots of people took our promotional resources for the Age Friendly Ambassador scheme and the Age and Dementia Friendly Business Scheme!”

Here are some comments the volunteers received from members of the public.

 “I didn’t even realise how widespread ageism is until we started talking about it” – Shopper at Cross Gates Shopping Centre 

“I am unintentionally Ageist! I am mortified as I didn’t think I had that attitude. I am definitely going to try and think differently about my own ageing.” – Shopper at Leeds Trinity 

“I was told I was too old after a job interview. I just accepted it and now realise that is discrimination.” – Shopper Cross Gates

What’s next? 

Ahead of the Action Day, the intergenerational group of volunteers created selfie frames which, Elizabeth explained, “were a major part of the event as they wanted a bold and inclusive sign to draw people in”. These frames were also translated into Urdu, Punjabi and Polish. 

Elizabeth said, “We have our Wise Up To Ageism training which continues to go from strength to strength. We have just updated it with some of the statistics from Age Without Limits. We are also giving people the opportunity to use the selfie frame after the session. The Age Friendly Steering Group have decided they will use the conversation starters, quiz and selfie frames when we have a Friendly Communities stall at events. Our Age Action Day has become Age Action Year!” 

* Leeds Older People’s Forum worked in coproduction with a local intergenerational group called the All Age Activists to create their Action Day campaign. The group was made up of members of Leeds Older People’s Forum Age Friendly Steering Group (a group of older people living in Leeds who share their views, ideas, experiences or skills to help make Leeds more Age Friendly) and the Preservative Party at Leeds City Museum (a group of young people aged 14-24 who make films, give tours, run events, go on trips and curate exhibitions as part of the museum’s youth programme).

If you want to find out more about how you can take part in our next Age Without Limits Action Day (June 2025) don’t forget to sign up to our Age Without Limits newsletter or follow us on social media!

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