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Ageism Unmasked: Exploring Age Bias and How to End It

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Why do we still tolerate stereotypes and discrimination based on age?

This bold account of the history and present-day realities of ageism by a nationally recognized gerontologist and speaker uncovers ageism’s roots, impact, and how each of us can create a new reality of elderhood.

Ageism Unmasked shifts the lens, enabling us to see that we tolerate, and sometimes actively promote, attitudes and behaviors toward differently aged people that we would reject and condemn if applied to any other group. It peels back the layers to expose how cultural norms and unconscious prejudices have seeped into our lives, silently shaping our treatment of others based on their age and our own misconceptions about aging—and about ourselves.

Offering an all-inclusive approach, Dr. Tracey Gendron reveals the biases behind our false understanding of aging, sharing powerful opportunities for personal growth along with strategies to help create an anti-ageist society.

• Ageism Unmasked will help readers let go of our desperate need to stay young… exposing how we personally, systematically, structurally, and institutionally stigmatize being old.
• Ageism Unmasked will help readers appreciate both the challenges and opportunities of how we all age… showing how ageism is prejudice towards both younger and older people.
• Ageism Unmasked will help readers reset our expectations for getting old… providing the tools to anticipate and experience elderhood as a time of renewed meaning and purpose, empowering each of us to create our own definition of successful aging.

Ageism Unmasked continues Dr. Gendron’s transformative work inspiring people of all ages to embrace aging as our universal and lifelong process of developing over time — biologically, psychologically, socially, and spiritually.

188 pages, Kindle Edition

Published March 1, 2022

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Tracey Gendron

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Displaying 1 - 28 of 28 reviews
Profile Image for Lady Clementina ffinch-ffarowmore.
943 reviews244 followers
March 7, 2022
My thanks to Steerforth Press and NetGalley for a review copy of this book.

In Ageism Unmasked: Exploring Age Bias and How to End It, author Tracey Gendron demonstrates how deep-seated ageism or discrimination based on age is in our society, be it in laws and policies or everyday functioning, and how, for the older segment of society, this has become (wrongly) conflated with ableism (discrimination based on [perceived] disability).

Ageism or discrimination based on age can take many forms—be it against younger persons who are stereotyped as reckless or immature or older persons who are seen as non-contributing members of society, and often associated with illness and lack of ability to function fully (in fact different ‘generations’ as we understand them today are often lumped together and associated with different characteristics). But it is discrimination against the second group—the elderly—that has the more severe consequences for it results in discrimination, marginalisation, segregation, and lack of opportunity to live a ‘normal’ and indeed ‘full’ life.

Starting with explaining the different forms that ageism takes (and this can be positive, with intent to benefit the target population), and historical attitudes towards older persons, Gendron shows how from microaggressions in the form of small everyday jokes and comments (to birthday cards); changed meanings of terms like ‘older person’ or ‘generation’; the concept of retirement and its becoming equated with being no longer ‘useful’; to the anti-ageing advertising (products to keep us ‘young’), the very notion of aging which should mean no more than the number of years one has had lived has become equated to disease and decrepitude (shockingly even classified by the WHO as such). What we lose sight of in these approaches is the fact that aging is something that all of us are going through at every moment, and not some ‘disease’ that we become suddenly afflicted with. Not only that, age does not necessarily mean illness or disability—the group we classify as ‘older persons’ is as heterogeneous as society as a whole is, and lumping together, segregating and stereotyping is not only negatively affecting the elderly themselves but also in a sense society as a whole; for negative perceptions of being ‘old’ or seeing ‘death’ for that matter as something to be ‘defeated’, makes everyone fear what is a natural process, which ends up in these stereotypes actually being realised in those that fear them the most, as well as depriving both groups of meaningful interactions with each other in daily life. Another important point Gendron highlights is how striving to remain young and ‘independent’ has become so normalised that we begin to see any form of dependence or caregiving as undesirable (both sides—the carer and the cared-for), when it is actually the case that as humans, we are dependent beings, and not only that, caregiving can be an enriching experience for both sides. These discriminatory attitudes and notions have also become part of law and policy which again attempts to lump together people based on age, defining all older persons as in need of care and vulnerable.

As a consequence of both social attitudes and policies, the elderly are unable to live life as full persons (with ‘human rights’ as we understand them), with society as a whole lacking the needed structural inclusivity, and impeding rather than enabling all its members from living lives with dignity.

The author goes on to explore various ways in which we can address these attitudes and fears, at a personal level for instance by understanding our own perceptions and fears, and gaining more awareness, as well as for instance by recognising the meaningful roles that elders can play in society (that includes both those that would be counted as economic contributions and others).

With a masters in gerontology and PhD in developmental psychology, the author has over 25 years of experience in the field, and writes based on not only her experience at work but also recognising the biases that have entered the field and that may have been impacting her own perspectives as well. The book is well researched and incorporates relevant stats and facts but in a way that doesn't make it overwhelming for the casual reader either.

I think the author has done a great job in helping readers recognise how (even if we don’t believe in the worst negative stereotypes) small acts in the everyday from simple comments like ‘how young you look’, or ‘you haven’t aged at all’, to fairy tales and children’s stories (with wicked old witches or ‘hags’, or even Cruella for that matter), to the advertising we are constantly subjected to (even if we are aware of their intentions) can and do embed these stereotypes even deeper in society and in ourselves. Recognising these and other aspects that she points out makes for an important starting point for all of us to begin addressing this issue that has become so entrenched in society and prevents everyone whatever ‘group’ they might fall in from living life with all its shades and richness.
Profile Image for Ell.
523 reviews66 followers
January 30, 2022
Author Tracey Gendron does a fabulous job explaining ageism the social forces behind it and the impacts. As a woman now on the other side of 45, I have begun to notice unconscious age bias more and more in the workplace and beyond, especially as a female. I don’t have a desperate need to stay young and I embrace the wisdom that comes with every decade, but I notice people around me looking to tweak themselves in order to not feel the pinch of ageism. In fact, sometimes I find myself wondering if things wouldn’t be a little more advantageous if I too attempted to look younger.

The author sets out to help us reset our expectations for getting older. As such, I find this book both enlightening and encouraging. If we are blessed, we will all age. We should let each other age gracefully and purposely.
Profile Image for Dora Okeyo.
Author 25 books202 followers
June 4, 2022
There is something about enlightenment that's frightening and with this book, I now find myself checking myself and my environment every time I encounter bias towards ageing and how youth is cherished and everything else that falls short of this is cast aside, from the media to the stories we tell ourselves and with technology and social media, it's even worse.
I love how detailed it is and the author Gendron unravels each aspect slowly, so much so that as the reader you do not feel chastised rather compelled to have a change of heart.
Thanks Netgalley for the eARC.
Profile Image for Lívia Hlavačková.
Author 13 books24 followers
May 30, 2024
Extremely US-centric, many times personal opinions are presented as facts, the text repeats the same ideas over and over again. Generally disappointing.
At least a third of the book felt completely irrelevant to me as a EU person and some of the chapters were downright insulting when US-specific observations were presented as universal truths valid everywhere in the world or "Western world". (Talk about -isms. Is there one for not being an American?)
The book also didn't do a good job distinguishing among authors own opinions and observations and research conclusions, all these were lumped together as if they were the same. There were references, yes, but the text itself rarely clarified where does certain claim come from. One's opinions and anecdotal evidence is not at the same level of trustworthiness and relevance as genuine research.
The book has some parts where it reads relatively well. However, for most part the same piece of information is repeated over and over again using not different supporting facts, research or examples, but simply different words.
I liked the idea of this book and I'm glad there is something addressing this topic. But if this book got distilled into a longer article piece, it would be much better.
Profile Image for Laurie Summer.
264 reviews4 followers
March 6, 2022
This is an essential read for anyone wanting to wake up to how ageism pervades our thinking, our daily lives, and the systems of power that we depend on every day. While the book is grounded cohesive, well-thought understandings, Dr. Gendron shared stories from her life and her family’s lives, that help the reader relate at a heart level and connect these insights meaningfully. A must-read for anyone who is aging, which, as Tracey Gendron so eloquently points out, is all of us.
Profile Image for Maya.
265 reviews15 followers
March 25, 2024
Ageism Unmasked takes readers into the world of aging and how age bias is all around us. Each chapter is a different type of age bias being explored and how it can affect the aging generations. While the book was incredibly informative of the different perspectives that can come from an age bias, it didn't consider other points of view. Many of the points made in the book seemed to be made for the sake of having an extra chapter. I enjoyed quite a few of the chapters - the COVID-19 chapter was especially interesting - however I did find myself questioning Gendron and her perspective many times throughout the book. Overall, if you're interested in aging and how an age bias can affect aging, this is a great introduction book. I do have to say that if you're going into it, take it all with a grain of salt and consider alternate research studies and other perspectives when looking at each chapter.

Rating: ★★☆☆☆
Profile Image for Lynn.
618 reviews5 followers
October 28, 2023
Good revelations of how we have devalued the elderly and promoted youth to the point of it being a national obsession.
473 reviews4 followers
November 3, 2022
Ageism Unmasked is well written, well researched, and highly accessible guide for understanding- and confronting - the natural evolution toward elder hood.

Gendron skillfully translates her academic background and observations into a practical, readable foundation for personal reflection and growth.

Contemplating these topics in advance of retirement is right up there with sizing up a 401k. Or maybe even more important.
Profile Image for Robert.
8 reviews
February 26, 2024
I am passionate about diversity and inclusion. Ageism is an area that we don't focus enough on, yet it is something that we all encounter to varying degrees. I have started thinking about age and aging more recently, which piqued my curiosity in this book.

Gendron has intelligent things to say about aging and ageism. This book changed my perspectives - and I have been able to pass on that wider lens to others who are confronting similar challenges. For example, the discussion on our inherent interdependence, regardless of age, shifted my perspective on aging and how I live and think about my life.

But I also found the book lacked substance in combatting ageism and age-related bias. This is the most frustrating part of diversity and inclusion work for me. I know there is a problem, but I feel helpless to address it.
Profile Image for Joan.
777 reviews13 followers
August 3, 2022
As a person whose chronological age puts me in the realm of the older population, I find that ageism is everywhere. This is really nothing new to me, but I experience more and more. It is ageist for someone to say to me that they never would have thought I was XX years old, that I don't look my age, and so forth. It is also ageist and offensive for someone to call me "young lady" (always some man who is most likely around my own age).

I've experienced ageism at work and in many other situations. I've also noticed the invisibility that older people, especially women, are up against in our youth culture and anti-aging society. Once women are no longer viewed as potential sexual objects, they are no longer "seen"...so I've gone from experiencing sexism to ageism.

Dr. Gendron, an experienced gerontologist, blows open ageism (which also includes the reverse issues of older people criticizing and stigmatizing younger generations) and suggests strategies for the change our society so urgently needs. I can add that I've seen her present her findings in a small group setting and she is inspiring.

Everyone, of every age and generation, should read this book, and remember that we are all aging every single day of our lives.
Profile Image for Saffron.
6 reviews
October 28, 2025
The editors let this author down, in my opinion.

For a book that cares so much about language, it was very distracting when the coronavirus was described as "savage" (now passé in this usage, in my opinion) or a discussion was had about how "age friendly" sucks as a descriptor when -friendly isn't used in other identity contexts... except it is. Gay friendly and trans friendly are maybe not common lexicon, but they're not unheard of and not problematic especially considering heightened oppression in LGBT communities these days.

Overall, I lost rapport with the author's voice fairly early on. Sentences became definition of psychological concept after psychological concept; tone shift into passionate advocacy wasn't supported by transition in the text but instead felt like it came out of nowhere (thinking especially of the generations rant).

The book was at its best when discussing the historical foundations of ageist social institutions (almshouses -> nursing homes; invention of retirement deed-restricted communities).
3 reviews
May 16, 2022
Ageism Unmasked is a fabulous and transformative read. Through thoughtful and insightful analysis, author Tracey Gendron gets to the heart of what we all know--people labeled as old or elderly--are, through language, policy, social norms and unconscious bias left devalued and discriminated against. Through her in-depth research and delightful stories peppered throughout the narrative about everything age-associated from anti-wrinkle cream to gated Sun City communities, Gendron peaks the reader's interest. Perhaps once again, along with how to care for nature, we can borrow from Indigenous people as to how to value and treasure and truly respect our elders.
Dulcie McCallum, RN, LLB, MFA (Creative Nonfiction)
Profile Image for Linda.
1,056 reviews25 followers
January 30, 2022
Ageism is an important topic. It's a prejudice against our future selves and seems to be a bias that's still accepted. As we attempt to do away with stereotypes about other groups of people, for some reason folks believe disproven ideas about elders.

Ms. Gendron shows us all the research that shows old age isn't a horrid condition of life. The only problem I have with the book is that it gets repetitive. Occasionally, I felt like I was rereading passages. It's still worth reading if you want a better future for yourself and your children, and a good now for your parents and grandparents.

Thanks to Netgalley for allowing me to read and review an eARC of Ageism Unmasked.
3 reviews
April 19, 2022
If you're an older person, as I am, are you alarmed by the ageist and ableist systems of oppression that are all around you? Are you bothered by the terms old age, seniors, retiree, retirement? You should be, or so says the author. You may not realize it, but you're a victim. The author does make some interesting observations and useful suggestions, but there are just as many strained interpretations of completely anodyne words and behaviors. There is no question that more can be done to treat the elderly (another questionable word!) respectfully, but the zeal for finding offense and repeatedly injecting precepts of the woke clerisy makes it difficult to take the author seriously.
Profile Image for Shannan Harper.
2,449 reviews28 followers
April 24, 2022
This was kinda an ok read for me. The author made true and valid points, the book came across to me like she has a problem with the millennial generation. Also the years for the generations were listed wrong especially for the last several listed. And some of what was said that the older generation don't want to them, seemed to be done to younger generations. I do agree that some of the barriers that are assumed about the older generations should stop.

I received a copy of the book via NetGalley and am voluntarily leaving an honest review
Profile Image for Liz Mistry.
Author 23 books193 followers
May 28, 2023
Much as I was looking forward to this book because of its subject matter, I found it a trifle innaccessible and long winded, but nonetheless it makes many valid points and is most certainly educational and informative.
Clearly a lot of research, self analysis, observation has gone into the book which lends it validity. and the poiints made were crucial and informative. I learned a lot from reading this book and am more away of my own bias as an older person. Worth reading, but set aside the time to really be able to demystify what is being said.
Profile Image for Hal Coghill.
2 reviews
November 24, 2023
A very good and educational treatment of ageism/ableism in all its forms. It is so prevalent that we lose track of it and even joke about it. However, this is no joke as we are all aging and if we live long enough we too will experience the negative impacts of ageism/ableism. The author makes a case for using elderhood as the preferred general term for people who are older as opposed to seniors. We need to be active in identifying ageism and stop encouraging it, but call it out for what it is; an unfair caricature of older people. The book has a great bibliography of references on the topic.
Profile Image for Sierra.
134 reviews
July 16, 2022
I found this interesting and helpful. Sometimes it felt just a bit too subjective (like when she did a little rant about kids dressing as one-hundred year-olds for the 100th day of school), but other times the personal anecdotes were nice to hear and added to the narrative. I think maybe I'll return to this when I'm older (maybe as a reminder that there are positives to aging and something to celebrate rather than feel shame about).
Profile Image for Siobhan Davis.
80 reviews
March 22, 2025
I didn't enjoy this book, I found it to be quite American centric and a bit accusatory with minimal statistics that had very small volumes (eg the 4000 tweets in a week...). That said I'm still glad I read it due to thinking about damaging language, whether spoken about yourself or others. I think she missed out on the anti aging bit that sometimes you don't want to look what you perseave as old, because you feel that you shouldn't be there yet.
Profile Image for Mark J.
12 reviews
February 12, 2023
A brilliant and very readable/audible book that should interest anyone who plans to retire or is retired. The author explores the brainwashing effects of “ageism” created through our media and explores the ways seniors (and others) can become their authentic selves. This self awareness is called “elderhood.” That makes perfect sense to me.
Profile Image for Karen Shilvock-Cinefro.
333 reviews1 follower
October 5, 2022
Definitely a good awaking on the cultural biases and indoctrination on the wrong picture of aging. Historical background of ageism and how this affects all generations.
Confronts issues of ableism, retirement, and ageism of the pandemic.
Good points of research.
378 reviews3 followers
February 17, 2022
This is an extremely scholarly book that reads like a doctoral dissertation. I’m not certain just who would be the intended reader. I read it as the Septuagenarian I am, as the Recent caregiver of my nonnogenarian parent who died last year, and s a retired health care provider. I found pearls of wisdom for all roles, but had to wade through a lot of heavy reading to get there. Thank you for the opportunity to read an advance copy in exchange for my honest review. #AgeismUnmasked. #NetGalley
Profile Image for Bob Lingle.
97 reviews3 followers
April 16, 2022
Warning, once you read this book your perspective will instantly be changed.
Profile Image for Heather Beery.
38 reviews4 followers
April 8, 2024
This book should be required reading for everyone over the age of 20…
Profile Image for Marissa.
297 reviews2 followers
October 5, 2024
Overall, this book is a good introduction to ageism and how pervasive it is in American society and our own behavior. I'm looking forward to hearing Dr. Gendron speak at a conference in a few weeks.
Displaying 1 - 28 of 28 reviews

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