What if the way we talk about ageing has been quietly changing for centuries? Who knew?

A landmark 2015 study by researchers Ng, Allore, Trentalange, Monin and Levy analysed more than 400 million words published between 1810 and 2009 to track how society has described older people over time. Their findings reveal a clear and concerning trend: language surrounding ageing has become steadily more negative over the past 200 years.

The researchers found that attitudes reflected in everyday language shifted around 1880, moving from generally positive descriptions of older people to increasingly negative ones. By the 1920s, negative portrayals had become the norm. Two key factors appeared to drive this change: the growing tendency to view ageing primarily through a medical lens, and the increasing proportion of older people within the population.

These findings matter because language shapes culture, and culture shapes how people are treated and how they see themselves. If society continues to frame ageing as decline rather than opportunity, the consequences extend far beyond words.

The study argues that reversing ageism will require a broad cultural shift, challenging outdated stereotypes and recognising the value, contribution and potential of people at every stage of life.

At GreyMatter, we believe ageing deserves a new narrative.

Rather than defining later life by loss, limitation or labels, we celebrate curiosity, creativity, purpose and connection. Growing older is not something to fear or fight; it is a privilege that offers fresh perspectives, new adventures and opportunities to continue contributing to our families, workplaces and communities. Our mission is simple: to replace outdated assumptions with authentic stories that reflect the richness and diversity of life after 50.

Changing the conversation starts with changing the words we use every day. We can retire phrases such as anti-ageing, over the hill and past your prime, replacing them with language that respects experience and possibility. We can showcase older people as innovators, volunteers, workers, artists, carers and mentors, not simply as patients or pensioners.

Most importantly, we can challenge ageist stereotypes whenever we encounter them, because every positive conversation helps create a culture where growing older is seen not as a problem to solve, but as a life stage to embrace.

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“The way we speak about ageing shapes the way we think about ageing.
The way we think about ageing shapes the way we experience ageing.
That’s why changing the conversation is the first step towards changing the future.”

References

Increasing Negativity of Age Stereotypes across 200 Years: Evidence from a Database of 400 Million Words

Ng R, Allore HG, Trentalange M, Monin JK, Levy BR. Increasing negativity of age stereotypes across 200 years: evidence from a database of 400 million words. PLoS One. 2015 Feb 12;10(2):e0117086. doi: 10.1371/journal.pone.0117086. PMID: 25675438; PMCID: PMC4326131.

https://pmc.ncbi.nlm.nih.gov/articles/PMC4326131/

Click to access pone.0117086.pdf

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‘Anti-ageing is anti-life’: why longevity culture is just ageism in a lab coat

Rapid scientific progress has given us the tools to stop time more convincingly than ever – but lurking behind these claims is the same fear of ageing

by Theresa MacPhail

https://www.theguardian.com/wellness/2026/jul/14/anti-ageing-science-longevity-culture