text: I'm a legendary warrior goddess. They still replaced me on the cereal boxes. photo: an older woman in a superhero uniform in the cereal aisle of a grocery store.
text: They said I couldn't keep up with a fast paced workplace. Yet I can run at the speed of light. picture: An older man in an office running fast
text: I'm a legendary warrior goddess. They still replaced me on the cereal boxes. photo: an older woman in a superhero uniform in the cereal aisle of a grocery store.
text: They said I couldn't keep up with a fast paced workplace. Yet I can run at the speed of light. picture: An older man in an office running fast

There's superpower in an aging world.

Sign the Pledge Now

We are on a mission to defeat ageism in the workplace and in the work we produce. Our Ageless Universe Pledge, an initiative led by 3rd State, is a rallying cry for change to challenge stereotypes and transform how society thinks and behaves.

According to the World Health Organization*, Ageism refers to stereotypes (how we think), prejudice (how we feel) and discrimination (how we act) towards others or oneself based on age.

Ageism has been coined the last acceptable ‘ism’* as it continues to persist in society.

  • Globally, 1 in 2 people are ageist against older people.
  • Research shows that people start feeling the sting of ageism as early as their mid-40s.
  • Children as young as six adopt negative stereotypes about aging.

A recent Canadian Marketing Association survey highlighted the issues of ageism within the Marketing and Communication industry, reporting that age-based discrimination is tolerated in their workplaces more than other forms of discrimination. Because Marketers and Communicators are also in a unique position to create and lead a new narrative to dismantle ageism, we are mobilizing our mission within this industry as a priority. 

It’s time for this to end once and for all, and we’re calling on you to be an active participant in driving ageism change.

The Ageless Universe Pledge

As a forward-thinking individual, I understand the importance of tackling ageism in the workplace and in the work we do. By signing the Ageless Universe pledge, I am taking the vital first step:

  • I acknowledge ageism as an issue that needs attention across the workforce in my industry.
  • I commit to learning more about how I can have an impact on dismantling ageism in my work and biases. 
  • I will share what I learn with others to raise awareness of the issues and to help dismantle ageism.

By signing this pledge, you agree to receive information by email on how you can help dismantle ageism in workplaces and in the work you produce.

You will also receive the "Ageless Universe Awareness" badge, recognizing your commitment to addressing ageism in your organization.

* Required

Why we're doing this

We believe that together we can make an ageless universe a reality.

Ageism limits opportunities, perpetuates stereotypes, and hinders progress for individuals, businesses, and society as a whole. By tackling ageism head-on through commitment, expert guidance, and helpful resources, we aim to harness the wisdom, experience, and resilience that exists regardless of age. It's a win-win for everyone.

There are an estimated 1.6B people aged 50 or older worldwide, and that number is expected to double over the next 3 decades. There are 3 core opportunity areas we are focused on addressing first:

  • Embrace Experience: Older workers bring a wealth of experience, knowledge, and skills to the table. By ending age-related discrimination, businesses can tap into this invaluable resource, fostering innovation and growth.
  • Authentic Marketing: Ageism often leads to the misrepresentation of older demographics in marketing. This campaign challenges marketers, who yield the power to correct this issue, to align their creative outputs with appropriate representation of older individuals and the world we live in.
  • Business Growth: Neglecting products and services tailored to older individuals is a missed opportunity. By investing in solutions for this demographic, businesses can expand their reach and enhance their bottom line.

* See our Resources page for links to these articles and more.