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Creating a society where everyone has the opportunity to thrive and lead productive, healthy lives requires a collective effort across multiple sectors. Public health agencies, health care systems, the aging services network, and educational institutions are increasingly recognizing the power of communication in dismantling silos and ensuring our communities are places where we can all have meaningful lives as we age.
From an early age, we hear and see messages that drive unproductive thinking about age. These cultural models are patterns of thinking that become largely automatic and inform our understanding of aging and older people. We need to provide a new story to shape a more productive thinking about aging and older people.
The concept of framing is central to utilizing the power of communication to strengthen our communities. Framing involves the choices we make when communicating, such as how we introduce a topic, what we emphasize or omit, and how we explain an issue. These choices shape cultural models and how people think about aging, often from a young age.
Consider the everyday language we use. When a toddler reaches for a snack left out for a while, an adult might exclaim, “Ew, don’t eat that—it’s old!” Linking the concept of being old with something undesirable. Another example is the 100th Day of School tradition in many elementary schools. Students are encouraged to dress up as centenarians, often reinforcing negative stereotypes. These cultural models, by default, focus on negative perceptions of aging that influence how we interact within our society.
Framing can be a powerful tool to reshape these learned perceptions. They can drive ageist thinking, even unknowingly! Addressing ageism requires us to reframe how we talk about getting older. Changing how we talk about aging can shift attitudes, promote inclusion, and build support for policies and programs that benefit everyone as we age. When communicating with colleagues, policymakers, and funders, we can emphasize the collective responsibility to reduce barriers to age-inclusive environments and strengthen resources that support us all as we age. In client interactions, we can use person-centered language that reinforces agency and independence and highlights interdependence as a natural part of life at every age.
The National Center to Reframe Aging is dedicated to ending ageism by advancing an equitable and complete story about aging in America. It is a trusted source for effective communication strategies and tools to frame aging issues.
Here are some practical ways to start reframing your language:
- Use neutral descriptors such as “older people” or “older Americans,” and steer clear of words like “seniors,” “elderly,” or “aging dependents,” which reinforce stereotypes.
- Use inclusive language like “we” and “us” to replace “othering” terms such as “those older adults” or “aging workers.” This shift can foster a greater sense of shared responsibility and inclusion.
- Communicate positively about longer life spans, “As Americans live longer and healthier lives, we have new opportunities to strengthen our communities,” rather than leaning on catastrophic metaphors like “tidal wave” or “tsunami” to describe demographic changes that perpetuate fear.
The National Center to Reframe Aging’s website has a growing library of helpful tools and resources, such as a Quick Start Guide, to help us get started in reframing our language about aging. We encourage everyone to consider our attitudes about what it means to get older, learn more about the principles to reframe aging, explore our materials, and, of course, get in touch if you would like to examine this issue more comprehensively in your organization. By working together to change how we talk about aging, we can create a society where people of all ages are valued and supported. Let’s shift the conversation—and reframe aging for the benefit of us all.
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