AGEISM

REFERS TO THE STEREOTYPES (HOW WE THINK), PREJUDICE (HOW

WE FEEL) AND DISCRIMINATION (HOW WE ACT) TOWARDS OTHERS
OR ONESELF BASED ON AGE.
- WORLD HEALTH ORGANIZATION

MORE ABOUT AGEISM

Socially Constructed and Reproduced at all levels
of society.
Glorification of Youth = Beauty
Old = Degenerescence

WOMEN AND AGEISM

Women are the primary victims of age
discrimination.
Women of all ages receive anti-ageing messages.
A woman's Body Image is a significant source of
→
Self-Esteem dragged down by the current
beauty industry as labelled as socially undesirable.
→
No Representation Lack of inclusion of images of
women above 40 years old.

DATA 1 DATA 2
10% higher average standard
19% of the EU’s population is 3
of living of elderly people
over the age of 65. 2 +5% Average annual growth in
36% more females aged 1 the fast-growing french silver
60+ than males. 0
economy

DATA 3

of the female population is more than 45

years old. (As of 1st January 2020; INSEE)
48.5%

WHAT CAN WE DO?

Product
The terminology of all products used should be promoting wellness
and self-care.
Image
The image exposed through every media channel should include
people of all ages.
Story
Brands should create the integrated story of senior-aged women to
promote successful aging.

THE TEAM
Emma Arlandis, Shuai Wang, Jyotika Saigal, Chenyue Qian, Rahat Alam.