Changing the Narrative

Changing the Narrative is an initiative to change the way that people think, talk and act about aging and ageism. Our goal? To end ageism,  i.e., prejudice, stereotyping and discrimination based on age.

We educate people about ageism, and how to "reframe aging." We let employers know the benefits of intergenerational teams and how to build them. We review and analyze public and company policies and recommend how they can become more age-friendly. And, in partnership with others across the globe, we mobilize people of all ages to work towards ending ageism, so that we can create communities, workplaces and a society in which people of all ages can thrive. 

Our special campaigns, like the Anti-Ageist Birthday Card campaign, are designed to engage people in conversations about ageism, and to encourage those in the industry how to design, produce and sell cards that affirm, and don't make fun of, the universal experience of aging. We can provide consulting on designs and language to reduce ageism in your portfolio.