“I hope I die earlier than I get outdated,” sang The Who‘s Roger Daltrey within the 1965 hit single My Era, which gave voice to the frustrations of a youth craving for liberation from their fusty elders. Daltrey’s want didn’t come true – he’s now 80 and presumably hoping to die when he’s even older. However whereas many societal views have modified dramatically for the higher since 1965, unfavorable views of ageing that had been acceptable then are largely nonetheless acceptable at present.

Ageism is arguably the final widespread prejudice in Western societies. In keeping with one other group referred to as the WHO – the World Well being Group – about half of individuals globally maintain unfavorable views of the aged, together with many older folks themselves. It’s an irrational prejudice, not least as a result of it’s primarily based on lazy stereotypes, but additionally as a result of the aged are the one marginalised group we are going to all finally be part of, if we’re fortunate sufficient.

It’s self-defeating too. As we report in our function (“How overcoming unfavorable attitudes to ageing could make you reside longer“), ageism doesn’t simply make younger folks look down on their elders, it additionally causes the aged to look down on themselves, narrowing their horizons and exacerbating diseases that may include advancing years. There may be even proof that youthful people who find themselves ageist are setting themselves up for poorer well being after they themselves are older.

Large efforts have gone into guaranteeing that prejudices primarily based on ethnicity, gender, sexuality, bodily and psychological capability, physique form, nationality and extra are unacceptable. There may be nonetheless a technique to go on all of those. However progress for the reason that days of My Era has made our societies richer, extra tolerant, extra various and extra artistic. Eradicating ageism would multiply these beneficial properties and, because it seems, make us collectively more healthy too.

There are various pioneering organisations making an attempt to deal with the scourge of ageism, and all energy to them. Daltrey himself is now an anti-ageism campaigner, having seemingly modified his tune in the case of statements concerning the aged. That’s a marketing campaign we should always all be behind – irrespective of our age.