066 Chapter 5 Impact of the age awareness workshop [The workshop] deepens your understanding and encourages you to learn more and talk about [ageism] and call it out. —Participants, age 61+ Younger participants spoke about recognising ageist messaging around them since attending the workshop, for example, in the media, in advertisements, and in industries such as the beauty industry. The workshop gave me a different perspective on how we advertise our job opportunities. Like, how we think the workforce is made up of young people, while the reality is that people in their 60s and 70s are still contributing to society and they are still capable of doing so many things. I think it’s time to be age-sensitive like we have been gender-sensitive for a long time. We are going to be the next [generation] to experience [ageism]. —Participant, age <40 [The workshop] increased my awareness of the wider societal messages we get … that older people are less capable, they are less than. I’ve noticed the ads … about all the negative things that happen to you when you’re older … and anti-ageing cream for 40-year-olds. —Participant, mixed age group I find it particularly difficult to fight the societal expectations of women and young women, and support that there’s nothing wrong with ageing and that it’s a natural part of life. I think about it all the time now … about beauty ads and skincare and makeup, all of that … who is it targeting and who is it made to exploit? —Participant, age 25