For many people, ageing is accompanied by familiar messages: slow down, your best years are behind you.
Far from harmless clichés, these assumptions shape how societies view older persons and how people see themselves as they grow older.
In many cultures, ageing is still associated with decline, dependency and withdrawal from public life. Such perceptions can influence attitudes, policies and opportunities, while also leading people to internalise ageist beliefs that ultimately limit wellbeing.
‘Public narratives matter’
The latest UNECE Policy Brief on Ageing, Changing the Narrative on Ageing and Older Persons, argues that the way societies talk about ageing has far-reaching consequences.
Across much of the UNECE region – which spans the continent as well as a handful of countries in North America and Asia – population ageing is frequently framed as a challenge, burden or even a looming crisis.
The brief calls for balanced, evidence-based and age-inclusive narratives that better reflect the opportunities and diversity associated with longer lives. It also presents examples of actions taken across the UNECE region to promote more positive portrayals of ageing and offers practical recommendations for policymakers.
Beyond the stereotypes
People are living longer and, in many cases, healthier lives. Millions of older persons continue to work, volunteer, care for family members and contribute to their communities.
In the European Union alone, around 41 million people aged 55 to 64 are active in the labour market, with participation increasing significantly over the past decade. Older persons also make substantial unpaid contributions through caregiving and volunteering, strengthening families, communities and local economies.
This contribution is increasingly recognised as an economic opportunity rather than a challenge. A recent World Economic Forum report describes longevity as “one of the most consequential, addressable and underestimated potential drivers of economic growth” for countries with both younger and older populations.
The report argues that coordinated approaches linking longer, healthier lives with greater financial resilience could generate multi-trillion-dollar economic opportunities in the years ahead.
However, these realities are often overshadowed by crisis-oriented language focusing on pressures on pensions, healthcare systems and public finances.
“When ageing is viewed primarily through the lens of dependency and cost, policy debates can become narrowly focused on short-term challenges,” the brief notes.
The report warns that terms such as “demographic time bomb” or “silver tsunami” can reinforce stereotypes and narrow public discussion about how societies can adapt to demographic change.
The hidden impact of ageism
Research has shown that age-related stereotypes can have tangible effects on health, wellbeing and social inclusion. According to UNECE, changing the narrative is therefore not simply a communications exercise but a necessary step towards tackling ageism and promoting participation throughout the life course.
The brief also highlights that ageism affects people of all ages and can undermine trust and solidarity between generations.
Turning words into action
To help countries reshape public discourse on ageing, the policy brief proposes a practical framework for change.
Recommendations include developing a clear and realistic vision of ageing, engaging older persons in decision-making, highlighting diverse lived experiences and communicating consistently across institutions and media.
Crucially, UNECE stresses that narrative change must be backed by policy action.
Building societies for all ages
As populations continue to age, UNECE argues that the challenge is not ageing itself but how societies respond to it.
By portraying ageing as a shared achievement and opportunity rather than a crisis, governments can broaden policy choices, strengthen solidarity between generations and build support for forward-looking solutions.
Across much of the UNECE region, population ageing is frequently portrayed as a “burden” or “demographic crisis”, while older persons are often depicted as dependent or withdrawn from society. According to the brief, such narratives are misaligned with reality.
The message aligns with the goals of the UN Decade of Healthy Ageing (2021–2030), a global initiative that aims to ensure everyone has the opportunity to add life to years, wherever they live.
