Consuming to work: gendered ageism in the Australian labour market Susan Ainsworth and Leanne Cutcher Work and Organisational Studies The University of Sydney

Intersection of 2 trends: gendered aspects Workforce ageing and age discrimination in employment Increased consumption of anti-ageing products and services

Workforce ageing and age discrimination in employment By 2021, 20% of Australia’s population will be over 65 (Encel 2003) By 2021, 20% of Australia’s population will be over 65 (Encel 2003) Australia’s workforce participation rates for men and women are among the lowest in the OECD (OECD 2005) Australia’s workforce participation rates for men and women are among the lowest in the OECD (OECD 2005) Progress in combating age discrimination slow and uneven (Duncan 2001; Glover & Branine 2001; Loretto & White 2006; McGoldrick & Arrowsmith 2001; Redman & Snape 2002; Taylor & Walker 1998; Urwin 2006) Progress in combating age discrimination slow and uneven (Duncan 2001; Glover & Branine 2001; Loretto & White 2006; McGoldrick & Arrowsmith 2001; Redman & Snape 2002; Taylor & Walker 1998; Urwin 2006)

Workforce ageing and age discrimination in employment Negative stereotypes persist despite large body of evidence debunking them (Encel 1999; Johnson & Zimmerman 1993; Laczko and Phillipson 1991; Metcalf with Meadows 2006) Negative stereotypes persist despite large body of evidence debunking them (Encel 1999; Johnson & Zimmerman 1993; Laczko and Phillipson 1991; Metcalf with Meadows 2006) These stereotypes have been found to influence employment related decisions (Avolio & Barrett 1987; Brooke and Taylor 2005; Ferris, Yates, Gilmore & Rowland 1985; Finkelstein, Burke & Raju 1995; Rosen & Jerdee 1976) These stereotypes have been found to influence employment related decisions (Avolio & Barrett 1987; Brooke and Taylor 2005; Ferris, Yates, Gilmore & Rowland 1985; Finkelstein, Burke & Raju 1995; Rosen & Jerdee 1976) Organisations tend to use young, vibrant bodies as symbols of their brand ethos (Tyler & Abbott 1998; Pettinger 2004; Spiess & Waring 2005) Organisations tend to use young, vibrant bodies as symbols of their brand ethos (Tyler & Abbott 1998; Pettinger 2004; Spiess & Waring 2005)

Cultural meaning of ageing Ageing is an embodied and gendered process (Tulle-Winton 1999) Ageing is an embodied and gendered process (Tulle-Winton 1999) Western societies: ageing is problematic, negative (Gullette 1997; Warren 1998) Western societies: ageing is problematic, negative (Gullette 1997; Warren 1998) “Successful ageing” = the extent to which you can minimise or hide it (Andrews 1999) “Successful ageing” = the extent to which you can minimise or hide it (Andrews 1999) Rise of anti-ageing industries

Why is it problematic? 1. Contributes to cultural repression of older age groups 2. Physical limits to which ageing can be hidden or masked 3. To what extent do people face discrimination in employment because they present an ‘old’ appearance ?

Implications Individual –How much time and money is spent trying to look younger so people can compete in the labour market? Organisational –Are they limiting themselves by using images of youth to appeal to a customer base which is itself ageing? –Are they limiting their potential workforce by explicit or implicit age bias in their corporate image? Government –Does this ageism undermine attempts to increase the workforce participation of older Australians?

Getting the real picture Focus groups –Pilot with women –Larger study will include men –Self-nominate If you or your organisation are interested in being involved in the focus groups please contact either Susan or Leanne or Phone (02)

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