New Research Reveals Widespread, Normalised Ageism Across London

• Ageism affects daily life for older people in London with over half saying they have experienced ageism
• Older Londoners emotional wellbeing is affected with 37% feeling devalued and almost a quarter feeling disempowered
• Over 60% of older Londoners do not have the confidence to speak out about ageism

Research conducted by Age UK London involving more than 1,300 older Londoners has revealed the scale, complexity, and emotional impact of ageism across the capital for the first time. The findings, show that age-based discrimination is not only common but deeply embedded in everyday interactions, public spaces, and service settings. This is the first time that ageism in any city in the UK has been researched or there has been a focus on ageism in London.

The research, which explored experiences of ageism, its emotional impact, and the contexts in which it occurs, paints a clear picture: ageism is a routine part of life for many older people in London, yet most do not feel able to challenge it. As a result, Age UK London is launching their London against Ageism campaign to combat ageism in all sectors of life for older Londoners.

The survey showed that ageism is a regular experience for most older Londoners with over half of the older people who responded (51%) saying they have experienced ageism and 13% saying it was often or always. The findings show that while constant ageism affects a smaller group, intermittent ageism is widespread, suggesting that ageist attitudes have become normalised in daily interactions.

The results shows that ageism has a clear psychological impact on many older peoples’ confidence, and emotional wellbeing. Older Londoners also shared how ageism makes them feel. The two most common feelings associated with ageism were feeling devalued (36%) and being frustrated (32%) at how they were being treated. A quarter of people said that ageism makes them feel disempowered, for example when it comes to technology and calling ageism out. Other feelings including anger (20%) and upset (12%) and 11% of people said it made them feel lonely or anxious. Meanwhile, 23.17% said ageism does not bother them.

One older Londoner said “Sometimes in London I feel invisible. I find sometimes going through doors people push in front or crossing the busy roads people walk in front of me even though I'm close to edge of pavement.”

Liz Drury, CEO of Age UK London said “Our findings show there is a clear need for action. Despite age being protected against discrimination in law, the reality, as we all know is vastly different. Our survey – the first to examine ageism in just one city - reveals there is a consistent pattern showing that ageism is widespread and normalised, it affects emotional wellbeing and self-perception, which are crucial to people’s quality of life.”

A similar pattern emerged when respondents were asked whether they feel ignored or overlooked because of their age, with 50% saying they did, with it occurring ‘sometimes’, ‘often’ or ‘always’. This indicates that many older people experience subtle forms of exclusion that undermine their visibility and participation.

When it came to where older people experienced ageism almost half (46.5%) said public transport and over a third said when using health services (37.5%). Another 41% said they experienced ageism when out at places such as the shops or cinema. The results show that ageism is most visible in public facing and service-oriented environments but also present in personal and professional contexts.

“I am frequently ignored in shops when waiting to be served. Also, if I am with somebody younger for example my daughter, I am ignored and any questions are directed to my daughter.”

The report revealed that most older Londoners do not feel able to challenge ageism. Despite the prevalence of ageism, most respondents do not feel comfortable calling it out. 62% did not feel comfortable raising the issue although 30% did directly challenge the behaviour.

Liz Drury continued: “Ageism occurs across public, institutional, and social settings and many older people currently feel unable to challenge it. It seems that it is still acceptable to discriminate and dismiss people based on their age. It is time that Londoners led the way in helping to change this.”

The charity says that the research underscores the urgent need for coordinated action across transport, retail, healthcare, employment, and community sectors. Tackling ageism effectively will require not only addressing discriminatory behaviours but also empowering older people, improving opportunities to report incidents, and raising public awareness of the issue.

Heléna Herklots CBE, Chair of the Ageism Special Interest Group of the British Society of Gerontology said “This important research by Age UK London shines a light on the ageism experienced by over half of Londoners. It demonstrates the harms of ageism in day-to-day life, such as when using public transport and health services, which results in many older people feeling devalued.

“The aim of the Ageism Special Interest Group is to combat ageism by sharing knowledge, finding out more about experiences and by changing attitudes and policy. We support Age UK London’s vital work to raise awareness of ageism in London and to bring about much needed change.”

Age UK London want more older people to feel confident to call out ageism wherever and whenever they experience it. As a first step, Age UK London are asking Londoners to share their election manifesto with candidates. The manifesto includes a call for councils to have an Older Persons’ Champion responsible for calling ageism out if they see it displayed by their council. Further information and resources on writing to candidates are here.