Research finds ageism and discrimination against the elderly is “rife in communities”
New research from later living marketplace Lottie has identified the biggest misconceptions about ageism that urgently need challenging in society.
Lottie’s research found a surge in people turning to Google for support, after experiencing age discrimination over the last 12 months. These include a 700 per cent increase in online searches for ‘discrimination against elderly’, a 400 per cent increase in online searches for ‘discrimination against old people’ and a 300 peer cent increase in online searches for ‘age discrimination pay’.
The population across the UK has continued to age – and whilst living longer is something to be celebrated – Lottie’s research has shown that ageism is becoming increasingly rife in communities and it has identified the biggest misconceptions about ageism that urgently need challenging in society.
Will Donnelly, Care Expert and Co-Founder of Lottie, commented: “Ageism can have a serious impact on people’s health and wellbeing, leading to social isolation, anxiety and an increased risk of experiencing discriminatory treatment.
“Shockingly, Lottie’s new research has found a 700 per cent increase over the last 12 months on Google for searches around ‘discrimination against elderly’.
Previous research has found negative stereotypes associated with older people: including loneliness, dependent, poor health, and socially isolated. These stereotypes are nothing but harmful – and leave the older generations at risk of discrimination – which is becoming an increasingly bigger problem in society.
With people living longer, making society a positive, safe, and accessible space – especially with the crises we’re all facing right now with the cost-of-living – is more important than ever before.
Raising awareness of the biggest myths about the older population is a great step in removing these from society – and sharing the incredible stories, shared experiences, and contributions to society that the older generations have every day is essential”, shares Will Donnelly.
Similarly, the latest Office for National Statistics research about the UK’s ageing population has echoed Lottie’s latest research – sharing that older people don’t all neatly fit into stereotypes and convenient boxes – and later life is diverse and complex.
These findings include an increase in the number of older workers in the workforce – with many of those who previously retired from work returning to the workplace.
Online searches over the last 12 months from older people searching for post-retirement work have surged, including a 200 per cent increase for ‘part time jobs for retired professionals’ and 100 per cent increase for ‘jobs for retired persons’.
Over the last 12 months, ONS found that more people than ever before are turning to Google to check if they’re ‘too old’ for new skills, including a 300 per cent increase in online searches on Google for ‘am I too old to learn guitar’ and a 50 per cent increase in online searches on Google for ‘am I too old to change careers’.
Its research is also showing a huge increase in the older generations prioritising their health and wellbeing in unique and fun ways. Its data found a 100 per cent increase over the last 12 months in online searches for ‘retirement activities near me’, ‘winter hobbies for retirees’ and ‘retired couple activities.’
Disgruntled by their own experience of finding a care home for their grandmother, brothers, Chris and Will Donnelly launched Lottie in July 2021 – a digital elderly care platform that connects care seekers to the UK’s best care homes at a fair price. The care homes listed on Lottie are handpicked and have been vetted by Lottie’s team of care experts based on their care quality, home culture and ethical practices.
Earlier this year, the Centre for Ageing Better announced that it was heading up a new strategy to tackle everyday ageism which includes working to ensure that older age groups can live in more accessible homes and access good jobs.
