MPs have criticised the portrayal of child boomers as “wealth-hoarding” on the expense of youthful generations, warning that such stereotypes threat normalising “ageist attitudes” throughout the UK media.
A brand new report from the Commons girls and equalities committee highlights the widespread depiction of these born between 1946 and 1964 as both frail or dwelling a lifetime of opulence whereas their youngsters and grandchildren battle on decrease incomes. The committee factors to a 2020 examine by the Centre for Ageing Higher that examined how older persons are proven on TV, in promoting and in magazines, with proof suggesting these caricatures overlook inequalities inside age teams.
Sarah Owen, chairwoman of the committee, is urging regulators such because the Promoting Requirements Authority and Ofcom to assist put an finish to dangerous, dismissive representations. She says present legal guidelines prohibiting age discrimination are “failing older people” as a result of they’re not often enforced.
Regardless of common family wealth rising with age, MPs say too little consideration is paid to these in later life who don’t personal property or who face “digital exclusion”, particularly as important providers more and more transfer on-line. About 29 per cent of individuals over 75 haven’t any residence web entry, in accordance with Ofcom – a problem that complicates entry to banking, well being providers and council assets.
The federal government says the Equality Act already gives strong safeguards and factors to the state pension triple lock for enhancing incomes in later life. Nevertheless, Owen desires stronger measures, together with a UK-wide commissioner for older folks – much like the position in Wales – and a nationwide technique to fight ageist stereotypes in public providers, healthcare and employment.
