Across the UNECE region, population ageing is often framed as a burden or crisis, and older persons portrayed as frail or dependent—despite longer, healthier, and more diverse lives, and their continued contributions to society.
This policy brief argues that such narratives misrepresent reality, reinforce ageism, and can limit support for forward-looking policies that promote healthy and active ageing across the life course. Around 41 million people aged 55 to 64 are active in the EU labour market alone, with participation rising significantly over the past decade; older persons also make substantial unpaid contributions through caregiving and volunteering that strengthen families, communities, and local economies. The brief argues that changing the narrative is not simply a communications exercise but a necessary step toward tackling ageism and promoting participation throughout the life course, since research shows age-related stereotypes carry tangible effects on health, wellbeing, and social inclusion. It proposes a practical framework for governments and other stakeholders: setting a clear and realistic vision of ageing, harmonizing policies across institutions, involving older persons directly in decision-making, featuring diverse lived experiences, and communicating consistently across media and government bodies.
Crucially, UNECE stresses that narrative change must be backed by policy action—the brief's core argument is that the real challenge is not ageing itself, but how societies choose to respond to it. The message explicitly aligns with the goals of the UN Decade of Healthy Ageing (2021–2030).
