Language and imagery shape cultural perceptions of aging, influencing public opinion, policy decisions, and community design. How aging is framed can determine whether older adults are seen as contributors or as burdens, and whether resources are allocated to build inclusive, supportive environments. This episode of This Is Getting Old: Moving Toward an Age-Friendly World examines how communication strategies can shift these narratives and reduce ageism.

Hannah Albers, Program Director of the National Center to Reframe Aging, explains how the Center works to end ageism by promoting a fuller, fairer story of growing older in America. Their research-backed strategies provide advocates and organizations with practical tools to communicate about aging in ways that inspire action, strengthen connections, and influence policy.

Albers highlights the disconnect between expert and public views of aging. Experts see aging as a process of growth, contribution, and continued engagement, while the public often frames it as decline or something to resist. This gap reinforces ageism and limits support for programs and policies that benefit older adults. Reframing the conversation helps align public understanding with evidence-based perspectives.

The National Center identifies five strategies for reframing aging. These include emphasizing aging as building momentum, explaining how supports shape meaningful lives, addressing frailty without paternalism, presenting ageism as a solvable problem, and highlighting innovative solutions. Applying these strategies helps improve public perception and policy support for aging initiatives.

Real-world examples show how communities and organizations have implemented these strategies successfully. Changes in language and messaging, such as emphasizing older adults’ contributions rather than vulnerability, have led to measurable shifts in public attitudes and increased engagement with programs and services.

Reframing aging affects both words and imagery. By intentionally depicting older adults as active, engaged contributors, society can replace stereotypes with narratives of connection, contribution, and possibility. Resources for applying these strategies are available at reframingaging.org and through the GW Center for Aging Health and Humanities. I invite you to connect with the GW Center for Aging, Health and Humanities, join our Building Age-Friendly Ecosystems Facebook group, and continue this important conversation. Together, we can keep moving toward a world where age is not a barrier but a strength. If you found this helpful, don’t forget to subscribe to my YouTube channel, Melissa B PhD, for more insights on dementia care and aging.