Today is Human Rights Day, and there’s no better moment to address one of Australia’s most prevalent yet often overlooked forms of discrimination: ageism.
In Australia, the Age Discrimination Act 2004 clearly states it is illegal to treat someone unfairly based on their age or age group in key areas of public life. Yet, despite this legal protection, older Australians continue to face widespread and persistent ageism.
Our recent Voice of Older Western Australians White Paper 2025 highlights just how prevalent this issue has become. Nearly three in four (72%) older Western Australians reported experiencing age-based discrimination — a significant increase from 66% last year. This is a worrying trend, reflecting not just an increase in incidents but also the growing normalisation of ageism in our society.
Of particular concern is the rise in reports of older people being spoken to in a patronising or dismissive manner. This figure jumped sharply from 29% in 2024 to 40% in 2025. What’s even more alarming is that women are almost twice as likely as men to experience this type of treatment — 51% compared to 28%. These numbers speak volumes about how ingrained ageism is, and how it disproportionately impacts older women.
While some people who experience age discrimination manage to brush it off, adopting a “quiet, determined” attitude, for many, the impact is far more damaging. One respondent, a seasoned professional with a long career, expressed how galling it was to suddenly be treated as though they knew nothing. Another shared that the experience left her feeling so sad and upset that she couldn’t stop thinking about it all day. “I just wanted to cry,” she said.
These personal accounts are heartbreaking. It is deeply disheartening to think of older Australians feeling invisible and undervalued, especially when they are also spoken down to in a way that diminishes their dignity and contributions.
Ageism has a profound impact on both the physical and mental well-being of older Australians. It undermines their right to be heard in the decisions that affect their care and support. In the worst cases, it can be a driving force behind all forms of elder abuse.
The reality is, when older people are treated as though they are less capable or less worthy of respect, it chips away at their sense of self-worth and can contribute to feelings of isolation and depression.
The World Health Organisation has long described ageism as a pervasive and harmful force. The Australian Human Rights Commission (AHRC) through its report The Age Barrier: Older Adults’ Experiences of Ageism in Health Care, released last month, has also brought attention to the specific ways ageism manifests within the healthcare system.
This includes older Australians feeling dismissed and excluded, being treated as a burden or spoken over; internalised ageism influencing health behaviours, leading older people to avoid care or dismiss symptoms as ‘just old age’; and ageism intersecting with other discrimination, compounding disadvantage for some groups.
If we are to effectively combat ageism, we need to take a multifaceted approach. That includes working collaboratively within the sector to enhance training and ensure older Australians receive both the respect and the high-quality person-centred care they deserve.
Alongside this, we must continue to educate and challenge bias when we see it. Targeted education and ageism awareness training, paired with broader public campaigns, can help shift societal attitudes toward ageing and reduce negative stereotypes. It’s time to move beyond outdated stereotypes and start giving our older generation the respect and recognition they truly deserve.
And of course, research, which acts as a barometer for public sentiment. By investing in research, we can gain a clearer picture of how ageism affects individuals and communities, ultimately leading to more informed, effective policies and practices that support older Australians.
These steps are critical not only for improving the treatment of older Australians within the aged care sector but also for dismantling the broader cultural attitudes that perpetuate ageism in all areas of life.
As we move forward, it’s important to recognise the immense value older Australians bring to our society. With a lifetime of experience, knowledge, and skills, they are a vital resource, yet far too often, they are overlooked or treated as less relevant.
By fostering an environment where older people feel valued, respected, and empowered, we not only protect older Australians from discrimination, we enrich our communities.
Russell Bricknell, CEO Juniper Aged Care
Contact 
1300 313 000