075 Chapter 6 Conclusion Behaviour change is a gradual process that occurs over time. According to the transtheoretical model of change, individuals who have no intention to change their behaviour are said to be in the precontemplation stage.102 These individuals are generally unaware or have limited awareness that there is a need to change anything, meaning it is important for interventions to focus on raising awareness of the issue as the first step towards behaviour change. The Commission’s findings suggest that a brief educational intervention can generate attitudinal and behavioural shifts, and serve as an effective tool for reducing ageism – though further research is required to understand long-term effects. 6.2 Ways forward (a) Education and awareness-building The Commission’s research provides important insights which can inform policy and practice regarding reducing ageist stereotypes and assumptions, not only among workers who provide services to older adults, but also among the broader public. While the workshop was designed to target workers in aged care and community settings, participants suggested it could be adapted and expanded to benefit a broad range of individuals, such as young people, those working in customer service, health professionals, public servants and policymakers, as well as older adults themselves. The Commission agrees with these suggestions. Ageism is complex and often covert. Ageist sentiments tend to be subtle and go unnoticed, by both the individuals responsible and those it is directed at.103 The Commission’s findings underscore the value of education and raising awareness about ageism to inform and engage people. Furthermore, they reinforce the need for governments, businesses, and institutions to introduce, scale-up, or continue to fund initiatives that address inaccurate stereotypes, reduce prejudice, and enhance empathy. (b) Areas for further research The results of this research demonstrate the potential value of a brief educational intervention in improving people’s attitudes and behaviours towards older adults. These results do not represent conclusive evidence, rather they provide a solid foundation upon which further research may be based, for example, among larger and more diverse samples and tested over a longer time period. While it was beyond the scope of this research, there is a need for future studies to investigate cultural and linguistic factors that may influence attitudes towards older adults and ageing, as well as how scales measuring these constructs are interpreted. Previous studies have found cross-cultural variations and similarities in perceptions about ageing and older adults,104 and the Commission’s results also suggest there may be cultural differences, but also areas where expectations may be more aligned. Similarly, the intersectionality of age with other social identities such as race, gender, sexuality, and disability, and the ways in which these intersecting identities shape experiences of ageing and ageism for older adults, are important areas warranting further research.