- suffer prejudice/discrimination/ageism due to negative stereotypes eg. low intelligence, forgetful, grumpy, ill, dependent.
- leads to them being portrayed negatively in media- infantilised, denied sexual identity, difficult to get travel insurance, losing jobs, facing barriers to proper medical treatment.
- Equality Act 2010- ageism has reduced.
- 2011- retirement age legally abolished.
- old age considered stigmatised identity.
- mask of old age- younger grandparents and 'old' people generally who do not feel old feel they have to put on the 'mask of old age' where they act older than they feel- they may enjoy being active but are forced into the roles of the stereotypical elderly/old.