It’s time to change the way we talk and plan for ageing

Australia’s population of people aged 65 years and above is projected to increase by 54% by 2041, however research has shown that Australia has an ageist mindset which remains largely unchallenged.

In Queensland there are almost 1 million people aged 65 years and above and for the first time the state has over 100,00 residents aged 85 years and older.

Ageism, particularly against older adults, is so deeply ingrained in our societal norms and values it can be difficult to recognise. Australians see older people as nice (if frail) onlookers to life. People over the age of 60 are more likely to experience ageism through being ‘helped’ without being asked.

This month, the Australian Human Rights Commission has released its research findings Shaping Perceptions: How Australian Media Reports on Ageing which has confirmed the known issues with Australian media portrayals of ageing and older people and has shed light on the matter.

Australian media often mirrors a broader mainstream culture that tends to undervalue older individuals. Research reveals that this bias stems from certain factors that lead to negative portrayals of ageing. Common themes in media representations include a narrative of decline, frailty, and vulnerability, which depict older Australians as fundamentally powerless and as looming social and economic burdens. Additionally, there is a focus on intergenerational conflict, highlighting tensions between older and younger generations, as well as the noticeable “invisibility” of older Australians and their experiences.

Australia’s Age Discrimination Commissioner, Robert Fitzgerald AM, shared:

“How we view the world and those around us is largely shaped by what we read, what we hear and what we watch. Media informs how we see and treat others, and even how we see and treat ourselves.”

Is ageing about upholding dignity?

Dignity is a multidimensional construct that includes perception, knowledge and emotions related to competence or respect. Attitudes to ageing are comprehensive over the course of life influenced by various factors, such as the levels of health, self-sufficiency and social, psychological or demographic factors. We all have different definitions of ageing with dignity.

An environment that promotes dignity is one where there is a sense of wellbeing, connection and belonging; where people are valued for their unique abilities and skills and where they can contribute, be valued for who they are, and their experiences in life.

At Phillips Group, we help communities, local, state and federal government agencies and others who are responsible for service delivery identify community needs, priorities and focus areas in practical ways.

The ageing population in Northern NSW, Tweed Shire is projected to double in the next 25 years. Tweed Shire Council has a vision to create an age-friendly community. Council needed to understand what planning and services were needed in the Tweed to help older people age well.

Phillips Group conducted a community survey, interviews and group discussions with community groups and health and aged care providers and held community listening posts to gain an understanding of what ageing well looks like from the community’s point of view. We developed a five-year strategy and an actionable plan for Council based on four focus areas identified through what we heard from the community to support ageing well.

Transforming communities

The Age-friendly communities framework developed by the World Health Organization (WHO) provides an outline for how to structure investment and action to build age-friendly cities and communities which is being used worldwide and in Australia as a model to address the unique needs and abilities of older people, challenge perceptions of ageing and promote a world where people age with dignity and respect. The framework comprises eight domains:

Age-Friendly city domains of action:

• Housing
• Transportation
• Outdoor spaces and buildings
• Community support and health services
• Communication and information
• Civic participation and employment
• Respect and social inclusion
• Social participation

Source: Age-friendly city domains of action, National programmes for age-friendly cities and communities, World Health Organization.

There is no one-size-fits-all approach. Every community has a unique make-up with specific needs, priorities and areas of focus. Communities seeking to adopt the WHO framework need to properly explore their community to fully understand the barriers and the opportunities to create the right approach and address their community’s needs.

Aside from the WHO framework, health service and local government planners who want their residents to age well in place will benefit from ensuring they are listening to the voices of their older residents when planning and delivering services, programs and campaigns.

Accessibility and availability to health care services, social supports, opportunities for connection, transportation and age-friendly housing all contribute to the ability to age well.

In Australia, with the rapid growth in the number of people reaching older age, the significance of promoting health and transforming the way we think about ageing should take place throughout the entire course of life.

Shifting the narrative on ageing is a complex task. Here’s how you can get started:

• Avoid making assumptions about people based on age
• Change the language, such as not using ‘elderspeak’ and not making unnecessary references to someone’s age
• Be more collaborative in interactions with older people
• Respect autonomy and independence, and
• See and treat each older person as an individual, focussing on capabilities rather than limitations.

At Phillips Group, we can help through a range of services:

• Public education campaigns
• Behavior change programs
• Awareness campaigns
• Attitudinal change programs
• Research and consultation
• Co-design and program evaluation
• Strategy development
• Policy development
• Change management programs
• Consumer resource development
• Advocacy campaigns

Connect with our Health and Care Practice Group Executive Director, Rebecca Williams today.