“Older people, particularly women, face significant underrepresentation in public spaces and media, frequently confined to health product ads. Launching more active ageing campaigns, and integrating older actors and actresses into commercials and cinema, can challenge stereotypes and illustrate the potential for a significant role, regardless of age.”
Radka Maxová
Member of the European Parliament
Progressive Alliance of Socialists and Democrats in the European Parliament
As a member of the European Parliament Group for the Support of Lifelong Learning, I firmly believe that ensuring solidarity between generations is essential for creating a fairer world.
Tailored educational opportunities like Universities of the Third Age for older people facilitates their integration into society, fostering increased intergenerational interactions and mutual understanding.
Active ageing policies are vital catalysts for enhancing older individuals’ participation in society and improving their overall quality of life. To promote a more inclusive and age-friendly Europe, we need to actively involve older persons in policy-making processes, particularly in the field of active ageing.
EU politicians can enhance a positive engagement by inviting older people to Parliamentary events, launching targeted consultations, and strengthening ties with organisations representing older people to convey their perspectives and priorities.
Older people, particularly women, face significant underrepresentation in public spaces and media, frequently confined to health product ads. Launching more active ageing campaigns, and integrating older actors and actresses into commercials and cinema, can challenge stereotypes and illustrate the potential for a significant role, regardless of age.
Older persons are frequently targeted by fake news campaigns and misinformation, emphasising the need for initiatives to enhance digital literacy. By empowering older generations to navigate the digital space safely, we can use technology as a tool for intergenerational dialogue and learning, ensuring everyone’s participation in today’s digital world is both informed and enriching.
It is essential for media and advertising to portray older persons in diverse, realistic roles, challenging age-related stereotypes. Showcasing that older people are not confined to inactive lifestyles can inspire engagement in active ageing activities. Furthermore, promoting a more accurate and inclusive representation emphasises that their interests can align with those of younger generations.
Radka Maxová
Member of the European Parliament
Progressive Alliance of Socialists and Democrats in the European Parliament
AGE Manifesto for the European Parliament Elections 2024 
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