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Future Tense
Saying goodbye to ageism — the last “acceptable” prejudice
Sep 19, 2024
Sven Brodmerkel, an Assistant Professor specializing in Advertising and Integrated Marketing Communications, joins the discussion on the aging population. They explore how increasing life expectancy challenges society’s obsession with youth and ageism. Brodmerkel emphasizes the need to reframe perceptions of aging, highlighting the overlooked creativity and contributions of older individuals. The conversation also tackles the underrepresentation of older adults in advertising and the importance of generational balance in the workforce for tapping into diverse talents.
29:08
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Quick takeaways
- The aging population, alongside declining birth rates, necessitates a reevaluation of social systems like pensions and labor markets for older adults.
- Addressing ageism in the workplace is vital, as discriminatory practices not only marginalize older workers but also neglect their valuable experience.
Deep dives
The Significance of an Ageing Population
The ageing of the world's population is becoming a major demographic shift, with profound implications for society. This shift includes a dramatic increase in life expectancy, averaging 30 years longer than previous generations, paired with declining birth rates in many countries. For instance, South Korea's fertility rate has fallen to as low as 0.76 births per woman, creating an unusual generational balance where the number of elderly equals the number of youth. As societies adapt to this change, conventional social systems, such as pensions and labor markets, will need to evolve to accommodate a larger population of older adults living healthier and longer lives.
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Discover
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