THE TREND TOWARDS AGEISM

By Ryhaan Shah

All around the world, countries and regions have different attitudes toward ageing, and this, of course, affects not only their elderly population but also how respective populations view and treat their elders.
Here in Guyana, we have large groups of Indians, Africans, and Chinese, all of whom have traditions that revere parents and grandparents as wise leaders of the household and the community, viewing them as carriers of traditions.
In Asian communities like India and China, caring for aged parents is traditionally seen as a moral, religious, and social duty, with the belief that elders are to be treated with respect.
In many African traditions, the elderly are revered as “living ancestors” and the foundation of community wisdom, and there is a saying that when an old person dies, a library burns to the ground.
These Asian and African cultures emphasise filial piety and collective responsibility, honouring their elders and often caring for them at home.
Western societies, on the other hand, tend to value independence and youth, sometimes leading to more negative, ageist perceptions and a stigmatisation of the ageing process itself.
There is a definite popular culture among Americans to model themselves on celebrities like Hollywood stars and reality-television personalities. The use of Botox, weight loss regimens, and plastic surgery is promoted, especially for women, who often feel societal pressure to conform to media images of the stars.
Adding the economic pressures of two-income homes and the nuclear family unit, care for elderly relatives often falls to professional services or specialised retirement communities rather than family homes.
Economic modernisation in Asia and Africa is shifting the traditional paradigms on ageing, with some studies showing negative views and ageist prejudices starting to create tension between traditional duties and the current realities faced by families.
As Eastern societies become more industrialised and individualistic, their attitudes towards ageing might shift closer to Western attitudes and perspectives.
With the global population growing and better medical care increasing life expectancy, there is a need to consider how elder care will be dealt with at the community, national, and global levels.
By the year 2100, the older population in sub-Saharan Africa is projected to grow 15-fold, increasing from 46 million to 694 million. This is already prompting Governments there to implement social protection schemes and policies to ensure the rights of their senior population.
The current UN Decade of Healthy Ageing, which runs until 2030, will provide a global roadmap to help improve the lives of older people and their communities.
There will be more focus on person-centred care, called “ageing in place”, with a move to more community-based support and leveraging the benefits of AI and telemedicine to provide better health care.
It is estimated that roughly half of the world’s population holds ageist attitudes, which means that ageism and elder abuse prevention require greater intervention.
Guyana’s policy on ageing focuses on supporting senior citizens through increased monthly pensions, tax exemptions, and specialised care initiatives. The Government is enhancing social protection through mandatory minimum standards for residential care homes and developing a structured policy on ageing to foster social reintegration and care.
But are we also succumbing to the pressures of adopting more Western attitudes toward ageing with the increased economic wealth and opportunities that the new oil-based industry provides? We also have the ever-present attitudes imported from the United States, in particular, because of our large diaspora community and because of popular television fare that promotes American values.
American media influence global ageing perceptions by exporting youth-centric, often ageist narratives that equate ageing with decline. Studies show that they often use negative depictions that can influence international views and promote a “globalised” fear of ageing. This can impact both self-image and public policy worldwide.
We know how much Western media influences fashion and popular cultural trends globally, and it is to be expected that the export of ageist views from the West will be no different.
The billion-dollar cosmetic industry continues to expand with the promotion of processes and procedures that promise to turn back the clock on ageing. Women, especially, are the target audience.
Consider that of the women seen in American media, only eight per cent are over 50, and you see what constitutes a marginalisation of older women. Exposure to these American views influences global attitudes, which, in turn, can direct public policy.
The impact of Western media is mixed, though the trend toward Western-style ageist representation is increasing, and while it is no surprise, it should be worrying.