The Primordial Nature of Ageist Stereotypes - An Ageist Series (1 of 3)

Author: Manley Osbak 

While demographic shifts increase the percentage of older adults in society, unexamined motivations and pervasive biases continue to devalue this growing demographic. Ageist attitudes not only marginalize older adults but undermines the social capacity to organically develop through intergenerational exchange. Consequently, the impoverished environments we create—shaped by stereotypes—become the ones in which we find ourselves mired. This disconnect between demographic reality and societal response underscores the urgency to address our ageist perceptions.

In 1982, the United Nations highlighted the 'phenomenon of aging on a massive scale' at the first World Assembly on Ageing. The Secretary General of the Assembly, Mr. William Kerrigan, emphasized the broad economic and social impacts if the challenges of ageing were not addressed. He pointed out that before developing solutions, a fundamental shift in our attitudes towards ageing was necessary.

Four decades later, little seems to have changed. In 2021, the World Health Organization reported that ageism is widespread and deeply entrenched, impacting society on a level comparable to racism. Ageist stereotypes cast older adults as less productive, less ambitious, resistant to change, and less competent: implying a lack of capability, skill, and intelligence. This enduring prejudice not only marginalizes older people but ensures the development of an impoverished workplace, where biologically driven strengths are neither recognized nor leveraged.

While Kerrigan rebuked our attitude, Ronald Reagan, then President of the United States, clearly, yet unwittingly, expressed it. Speaking to the Assembly, he said, 'Older persons must have a secure place in society. They must be given the opportunity to contribute both socially and economically. Above all, they must not be denied the dignity that comes from being wanted, needed, and respected.' His statement express the biases that Kerrigan warned us about: it is not older adults who need our noble egalitarianism, but rather, it is we ourselves who need to recognize the structure of our own loss.

Ageist stereotypes extend beyond superficial judgments about the specific traits of older people, but instead, reflect a deeper, more fundamental human concern. As depicted in Figure 1, the Stereotype Content Model categorizes these judgments along two primary dimensions: competence and warmth. These dimensions are frequently used as proxies to evaluate an individual's competitive potential. This assessment, in turn, gauges their perceived ability to enhance, undermine, or threaten our own competitive standing.

When people are perceived as competitive and having social status, they are seen as competent but lacking warmth, that is, they are seen as ‘cold.’ Conversely, those seen as not competitive and with low status are typically seen as warm but incompetent. Ageist stereotypes categorize older adults as warm but incompetent due to their perceived lack of competitiveness and low social status. Thus, stereotypes essentially assess a person's capacity to either threaten or support one’s self-enhancement drives and the groups with which one identifies, such as one's employer. Engaging in stereotyping involves making decisions about including or excluding people based solely on our perceptions of their potential to competitively threaten or support us.

Stereotypes distort the truth about people, imposing a false identity upon them and simplifying complex human attributes. While they may be intended to protect the in-group from perceived threats posed by the out-group, ageist stereotypes deprive us of the rich intergenerational processes that hold profound social and interpersonal value. This is the very dynamic that the Secretary General highlighted when he warned about the impacts of ageism. Ageist stereotypes overlook the vital contributions that different age groups make to each other’s development and well-being. Addressing ageism, therefore, is not about extending charity to older adults, as suggested by Reagan’s address; it is about recognizing that their involvement is crucial to our collective and individual development.

Ageist stereotypes are more than just superficial misjudgments about older adults; they represent a more primordial concern about competitiveness, resource allocation, and self-enhancement. As explained through the Stereotype Content Model, ageist stereotypes pigeonhole older adults as warm but incompetent, reflecting their perceived lower competitiveness and social status. Such misguided perceptions not only misrepresent individual capabilities but also hinder the potential benefits of intergenerational solidarity, engagement, and exchange.

Historical insights, such as those from the United Nations' World Assembly on Aging, reveal the persistent nature of these stereotypes and their detrimental effect on social exchange, particularly within the workplace. Importantly, human society is fundamentally intergenerational, with an evolutionary interdependence that strengthens communal ties and enhances collective growth. Recognizing and addressing ageism is therefore not an act of charity but a crucial step towards harnessing this intergenerational strength and fostering a more sustainable and productive society and workplace.

The views and opinions expressed in this blog post belong solely to the original author(s) and do not necessarily represent the views and opinions of CPHR Alberta.

Manley Osbak is a Workforce Development Specialist with Work Locomotion where he leads the development and delivery of supervisor training. As a Certified Training and Development Professional with over 25 years of experience in the energy, construction, and manufacturing sectors, Manley focuses on helping supervisors master their roles in an increasingly complex operating environment. Having authored and coauthored numerous journal papers and trade magazine articles, Manley is well known for his investigative approach and crisp delivery. Connect with him on LinkedIn and access his current work on worklocomotion.Substack.com.