Our Ageism Standard

Ageism shapes how we think (stereotypes), feel (prejudice), and act (discrimination) toward people based on their age.
It is a widespread issue that begins in childhood and affects people of all generations.
The consequences of ageism are profound — undermining health, well-being, human rights, and long-term business success.

n business, ageism often goes unspoken. Each person brings a unique perspective; each company has its own practices and unexamined biases.
Recognising that ageism is a fundamental business issue — and proactively defining clear guidelines — is essential for sustainable growth and inclusion.

At Abbey Impact, we call this commitment:

Empower every generation. No stereotypes. No barriers.

Ageism in business typically emerges along three key dimensions:

• Products & Services: Ensuring offerings are inclusive, accessible, and free from stereotypes that marginalise any age group.
• Communication: Representing all generations fairly and authentically in marketing, branding, and internal dialogue.
• Governance: Building age-inclusive policies, leadership structures, and workplace cultures that value people at every stage of life

Running a successful business today means more than having a strong product or service.
It requires robust, inclusive operations — the kind that reduce risk, enhance reputation, and unlock new markets by embracing every generation.

Learn more about our approach and how your organisation can lead in dismantling ageism by exploring our full report and toolkit.