• It's time to stop.

  • Stop discrimination.

  • Stop stereotypes.

  • Stop negativity.

  • Stop Ageism.

We’re here to show how ageism negatively affects all of us and, with your help, how we can stop it.

The recent coronavirus pandemic has shone a light on the shocking way that our society and policymakers treat older people. Pushed to the margins and forgotten about, with their needs often thought of last – we have all seen the tragic consequences that this can have.

More broadly – from derogatory everyday language, to inaccessible cities and poor services – ageism is sadly still a daily reality for many people.

Want to help us STOPageism? Then register your interest below.

stop ageism headlines
  • stop-ageism-older-couple-smiling-family-garden
  • stop-ageism-older-woman-smiling-street
  • stop-ageism-woman-holding-baby-near-window
  • I’m not an OAP.

    I'm a teacher.

  • I'm not an old fogey.

    I'm an artist.

  • I’m not Past It.

    I’m a babysitter.

  • Retiring from teaching doesn’t mean I stopped being a teacher. I have a lifetime’s worth of experience, knowledge, and skills to share with the next generations of my family. And there are one or two things they can teach me too.

  • Getting older doesn’t mean I have to become ‘old’. I don’t see myself as ‘old’, I see myself as an artist continuing to chase my dreams.

  • It’s time with my grandchildren that I cherish. Nursery doesn’t come cheap but luckily, I do. It means I’m not just their babysitter, I’m the reason my daughter can afford to take them away this summer.

we’re strong.

Together, we can
be unstoppable.

For years, our partner organisations have been working to make older people’s lives better. To make their voices heard.

But we’ve realised something – that by working together, we can all do even more. That’s why we’re joining forces to STOPageism, and we want you to join with us. Because a single voice can be drowned out, but a chorus can’t be ignored.

In This Together.

We’re working together to STOPageism and bring older people back where they belong – in the heart of our lives and communities. Join us and our ever-growing network of partners.

Read all about it.

The latest news, views and events from the campaign and our partners. Read more about how we are working together to STOPageism.

#30DayInclusionChallange Introduction

The #30DayInclusionChallenge is a free annual global initiative started in 2020 to help participants Think, Feel and Do Diversity and Inclusion differently.  In their inaugural year (2020), they had over...

Reframing ageing: public perceptions of ageing, older age and demographic change.

The Centre for Ageing Better has published a new report on Tuesday, 20th July called ‘Reframing ageing: Public perceptions of ageing, older age and demographic change’. The research found that: People...
Mike on deck looking out at sea

Mike Locker – Their Time.

Mike first went to sea with his dad when he was three years old. He remembers getting seasick a lot in those early years. Nearly 70 years on he’s now used to it. The aquatic blood runs in the family....

Tony Clark – Their Time.

Tony was quietly requested to mime, rather than sing, in the school choir so that his questionable singing voice wouldn’t ruin the overall sound.  Piano lessons only lasted three weeks before he threw...
Klaus with medal.

Klaus Riekemann – Their Time.

Klauss says with calm certainty, “Age is in the head.  You don’t want to let it hold you back”.  A sentiment that saw him get back into serious competitive rowing following a fifty-year break from...
Margaret looking ahead.

Margaret Grace Quayle – Their Time.

Margaret’s father died of a brain tumour when she was just 14 months old, a fact that has shaped her attitude to life and death. She recalls being told that her dad had had a bad headache and the doctors...
Basil - moving shot.

Basil Hiley – Their Time.

Dubbed ‘The Rockstar of Physics’, Basil Hiley is a man discovering more in his 80s than many of us will in our entire lifetimes. It’s easy to lose count of the times Basil says “I’ve been very...

Hanja Kochansky – Their Time.

At the age of six Hanja became a refugee as she fled on a boat from World-War-II torn Croatia (then Yugoslavia) to start a new life in Italy. Aged 11 she was moved to apartheid South Africa where she met...

Their time.

We are really excited to share with you all our first STOPageism partner-led campaign. Through Their Time, Laura Page, Photographer and Rebecca Vassie Memorial award winner, has captured the lives of older...

Tales of Transition – Positive attitudes towards ageing.

Tales of Transition – Changing negative attitudes toward ageing. Christopher Tovey became a self-funded full-time post-graduate research student at the age of 70 and has continued with his work as...

Kenilworth Counselling

Celebrating ageing with anti ageist birthday cards!

Photo of Anti-Ageist Birthday Cards by Changing the Narrative CO By Dave Martin from The Centre for Policy on Ageing Serendipitously last year there were several anti-ageist birthday cards campaigns in...

Centre for Policy on Ageing (CPA)

STOPageism Supports New WHO Ageism Campaign

STOPageism Supports New WHO Ageism Campaign. The World Health Organisation (WHO) has announced the launch of its new Decade of Healthy Ageing initiative today, Thursday 18th March, following the release...

Let’s talk about our generations.

We need to talk about language. So, let’s talk about our generations. I’m an architect not a linguistic expert, but as an architect I was taught to recognise how signs and symbols gain cultural...

Matter Architecture

Intergenerational Week 2021

When the first national Intergenerational Week was planned for March 2020, we were on the crest of a massive wave with thousands of intergenerational projects taking place across the UK. Of course we all...

United for All Ages

The Results: Ageism in the workplace survey

The Results – Ageism in the Workplace Survey workingwise.co.uk recently launched an ‘Ageism in the Workplace’ survey and the results are now in. When it comes to work, age is often omitted from...


Reframing Ageing: Growing, not slowing

Reframing Ageing: Growing, not slowing By: Christopher Tovey, MEd., BA (Hons) Person-centred Counselling & Psychotherapy In this article, Christopher’s perspective is that “Ageing does...

Kenilworth Counselling

  • 1.4 million older people
    do not have access to the care and support they need.

    Age UK

  • Redundancy rates for those in their 50's
    are more than double the rate for those in their 40's


  • Age discrimination legislation was introduced in 2006.
    Since then, Employment Tribunal claims have increased rapidly.


  • Number of over 85's in the UK is
    set to double
    in the next 25 years.

    The Telegraph

  • 36% of over 50's
    felt they had been disadvantaged at work because of their age.

    Age UK

  • Only 7,000 retirement homes
    are delivered each year only accounting for 0.2% of demand.

    International Longevity Centre UK

Guild Living
and Partners

Working Together to StopAgeism.

This campaign to STOPageism is powered by Guild Living.

Our mission is to reinstate older people at the heart of our lives and communities. Guild Living is delivering academically-led, innovative ways to live independently in the heart of towns and city centres.

  • Our three steps

  • to STOPageism.

Together, we will take positive steps to STOPageism in society. Join our movement to improve the lives of older people – and reinstate them in our lives and communities. Here are the three key areas we will focus on to bring about this change…

1. Changing our

The language we use to describe older people is overwhelmingly negative. So we’re campaigning to change it. Why is it still acceptable to use outright discriminatory terms for older people in society? Instead, we want to define people by who they really are and the value they bring.


2. Changing our

We will make cities more accessible and age-friendly. From retrofitting existing buildings to encouraging architects and planners to be more age considerate in future builds, we want our cities to promote independence and inclusivity for all.


3. Changing our

We will promote safety and independence by making financial and technology services easier, safer and fairer to use. People need more confidence and support to take control of their affairs, and we’ll help to provide it.

  • I refuse to regret waking up a day older.

    • Ashton Applewhite
    • Writer & Activist
  • Our research will investigate what interventions we can make to reinstate people’s confidence, tackle one of the biggest killers, loneliness, and shift our culture towards valuing – rather than ostracising – people in their older years.

    • Professor Malcolm Johnson
    • University of Bath
  • Our mission is to reinstate older people at the heart of our lives and communities – where they belong.

    • Eugene Marchese
    • Guild Living
  • Overlooked for employment, restricted from social services and stereotyped in the media, ageism marginalises and excludes older people in their communities.

    • World Health Organization
  • I have come to see the possibilities of making well-funded research the foundation of a new model of living in the post-retirement stages, where many simply dwindle.

    • Professor Malcolm Johnson
    • Guild Living
  • Ageism is widespread and an insidious practice, which has harmful effects on the health of older adults. For older people, ageism is an everyday challenge.

    • World Health Organization

Join the
STOP ageism
Movement Today.

A huge thank you for registering below and helping to STOPageism. We can’t do this without you.

Be a Partner of it

If you’d like your organisation to be a STOPageism Partner, get in touch today.