STOP ageism Campaign.

Do you feel defined by your age? We sure don’t. But yet ageism is still ingrained in our culture: judging groups of people by their age and not by who they are. We’re sick of that and we’re sure you are too. So, we’re working to change the way people think, talk and act about people based soley on their age. This is more than a campaign. This is our purpose. Let’s stop ageism together.


There are many fantastic organisations doing great work to fight ageism, but we need a central body to elevate our voices — and our reach. Hence why we’ve founded the STOPageism platform: to bring together organisations to build awareness and make changes that can build a brighter future for people of all ages.

Better together through partnerships

STOPageism is building a network of partners to spread our message and make crucial social change. We’ve already got incredible support across the board, from large corporate companies and charities to PhD researchers, photographers and small businesses.

Our partner network is over 50 – and growing all the time. It includes Care England, Alzheimer’s Research UK, the University of Bath, CBRE, Old School’s Ashton Applewhite from TED Talks, along with many more!

Language, cities and services

The saying goes, ‘If you fail to plan, you plan to fail’. So, we’ve created clear, achievable goals for our three focus areas:

  • LANGUAGE: stop the everyday ageist language that goes unchecked.
    • Goal – Add ‘age’ as a protected characteristic under the Editor’s Code to prevent ageist language in the media.
  • CITIES: make cities more accessible and friendly to all ages.
    • Goal: Recruit more cities to the WHO Age-Friendly Cities and Communities movement, making spaces universally accessible.
  • SERVICES: promote safety and independence by making services easier, safer and fairer to use for all ages (such as finance and technology).
    • Goal: Add a Commissioner for Older People in England and Scotland to represent older people.

And as they say in cheesy commercials… ‘but wait there’s more’ – we’re also going to ask 1,000 people 15 questions to learn about their views on ageism. We’ll repeat this survey every year to see how people’s perception of ageism changes over time… our bets are on: ageism will be less over time, thanks to all of the anti-ageism work going on. But we’ll let the survey speak for itself.

Community Interest Company (CIC)

We started STOPageism to make a social change – to end ageism, and we will always keep it that way. As a thriving platform of over 50 partners, STOPageism deserves to be its own entity, and will be registered as a Community Interest Company (CIC). They grow up so fast!


Our Intergenerational Approach

An intergenerational approach is behind everything we do because when you spend time with people who are aged 5, 15, 30, 60, 90, it just makes life more fun. There will be all generations at Guild Living communities, and not just your friends and family. From local schools participating in educational programmes, to the bar, restaurant and facilities open to all. But don’t worry, there will be some spaces that are just for Guild Members too – so you can find some peace and quiet when you need it! We will also work with universities to provide pathways to careers at Guild Living, with internships and graduate training courses.