014 Executive summary In the post-workshop discussions, participants reflected on their past interactions with older clients and recognised situations where they had made assumptions about clients’ preferences and abilities because of their age group – for example, offering or not offering certain activities or programs, providing assistance without being asked, and performing tasks on behalf of older clients instead of supporting them to complete the task independently. Insight 4. Increasing awareness of ageism and how it operates can lead to positive changes in attitudes and behaviour – particularly with implicit ageism, which occurs without conscious awareness or intention. Language is one of the most common (and often subtle) ways in which ageism is expressed,11 as are overprotective and overaccommodative attitudes and behaviours towards older adults. Usually, the individuals responsible are not aware that what they’re saying or doing is influenced by age bias. On the contrary, their actions are often well-meant and intended as a compliment. The Commission found that changes in language and benevolent attitudes towards older adults were among the strongest impacts of the workshop. Participants reported that the workshop helped to open their eyes to the ways in which ageism is normalised and perpetuated in everyday language. After the workshop, nine out of 10 participants reported they had rethought how they communicate with older adults. Likewise, participants’ endorsement of ageist views showed significant reductions following the workshop, and these shifts were maintained over 2–3 months.