MPs have criticised the portrayal of baby boomers as “wealth-hoarding” at the expense of younger generations, warning that such stereotypes risk normalising “ageist attitudes” across the UK media.
A new report from the Commons women and equalities committee highlights the widespread depiction of those born between 1946 and 1964 as either frail or living a life of opulence while their children and grandchildren struggle on lower incomes. The committee points to a 2020 study by the Centre for Ageing Better that examined how older people are shown on TV, in advertising and in magazines, with evidence suggesting these caricatures overlook inequalities within age groups.
Sarah Owen, chairwoman of the committee, is urging regulators such as the Advertising Standards Authority and Ofcom to help put an end to harmful, dismissive representations. She says existing laws prohibiting age discrimination are “failing older people” because they are rarely enforced.
Despite average household wealth rising with age, MPs say too little attention is paid to those in later life who do not own property or who face “digital exclusion”, especially as essential services increasingly move online. About 29 per cent of people over 75 have no home internet access, according to Ofcom – an issue that complicates access to banking, health services and council resources.
The government says the Equality Act already offers robust safeguards and points to the state pension triple lock for boosting incomes in later life. However, Owen wants stronger measures, including a UK-wide commissioner for older people – similar to the role in Wales – and a national strategy to combat ageist stereotypes in public services, healthcare and employment.
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MPs critical of ageist ‘wealth-hoarding’ labels for baby boomers