Let’s End Ageism Together
Have You Ever Been Treated Differently Because of Your Age?
Maybe you have been called “too old” for something, or “too young”. Maybe you have felt dismissed, overlooked, or underestimated because of how many birthdays you have had.
We all use age, often unconsciously, to categorize people, to apply age stereotypes and to make assumptions. When these assumptions turn into unfair treatment or exclusion, it becomes a problem. It is called ageism.
Ageism refers to stereotypes (how we think), prejudices (how we feel), and discrimination (how we act) based on age, toward others or even ourselves. While it can affect anyone, it has the most detrimental effects on our health, well-being, and participation in society as we grow older (Barber et al., 2024; Chang et al., 2020; Levy et al., 2002).
Ageism in Switzerland
In Switzerland, ageism is a real but still under-acknowledged challenge.
In 2025, 43 percent of people across all age groups reported experiencing age-based discrimination at least once in the past five years (Berner Generationenhaus, 2025). Ageism can occur in many life domains. Research shows for example:
- That one-third of older Swiss adults report experiencing ageism in the healthcare system (Rehbert & Moser, 2012).
- That older Swiss adults face disadvantages in accessing digital technologies (Repetti & Fellay-Favre, 2024).
- That age-related bias can lead to lower chances of employment and workplace inclusion (Berner Generationenhaus, 2025; Oesch, 2019, 2020)
Despite these figures, these issues remain largely invisible in public and political discourse and there is yet no coordinated initiative to inform and sensitize about the topic.
To help bring ageism into the spotlight, the team behind “Let’s End Ageism Together” co-developed a new digital platform together with a Sounding Board of people aged 60 and older. The platform is now live at https://jedesalter.ch.
It is designed to learn about ageism, contribute personal experiences, and take action.
Your Experience Counts: Share your own Story with the Community
Have you ever experienced unfair prejudice or disadvantages because of your age, or witnessed something like this happen to someone else? Or have you had positive experiences where people of different ages were valued, and a strong sense of connection across generations was felt?
Whether personal experiences, impressions or observations, you can share all of it on the platform in an open text. Your voice not only helps others feel seen, it also supports research and can spark change by raising awareness and inspiring others.
Sharing on the platform is quick, anonymous if you wish, and takes just a few minutes. Each story adds an essential piece to the bigger picture in Switzerland.
Join the Platform and be Part of the Change
In addition to sharing your experiences, there are many other ways to become part of the community:
- learn more about ageism
- help raise awareness in your surroundings
- invite others to the platform
- become part of the platforms’ network of volunteers
Join the platform to help create a more age-inclusive Switzerland. Because: Every age counts. Including yours.
References
Barber, S. J., Shoemaker, K. J., & Dotson, V. M. (2024). Ageism Harms Older People’s Health, Cognition, and Well-Being: A Selective Review and Policy Recommendations. Policy Insights from the Behavioral and Brain Sciences, 11(2), 190–198. https://doi.org/10.1177/23727322241268400
Berner Generationenhaus. (2025). Generationen-Barometer 2025—Was jung und alt bewegt. Sotomo. https://www.begh.ch/generationen-barometer
Chang, E.-S., Kannoth, S., Levy, S., Wang, S.-Y., Lee, J. E., & Levy, B. R. (2020). Global reach of ageism on older persons’ health: A systematic review. PLOS ONE, 15(1), e0220857. https://doi.org/10.1371/journal.pone.0220857
Levy, B. R., Slade, M. D., & Kasl, S. V. (2002). Longitudinal Benefit of Positive Self-Perceptions of Aging on Functional Health. The Journals of Gerontology Series B: Psychological Sciences and Social Sciences, 57(5), P409–P417. https://doi.org/10.1093/geronb/57.5.P409
Oesch, D. (2019). Discrimination in the hiring of older jobseekers: Evidence from two survey experiments in Switzerland. LIVES Swiss Centre of Expertise in Life Course Research. https://doi.org/10.12682/LIVES.2296-1658.2019.81
Oesch, D. (2020). Discrimination in the hiring of older jobseekers: Combining a survey experiment with a natural experiment in Switzerland. Research in Social Stratification and Mobility, 65, 100441. https://doi.org/10.1016/j.rssm.2019.100441
Rehbert, W., & Moser, B. (2012). Discrimination liée à l’âge en Europe et en Suisse: Le point de vue des personnes concernées [Age discrimination in Europe and Switzerland: The viewpoint of those concerned]. In F. Bühlmann, C. Schmid Botkine, P. Farago, F. Höpflinger, D. Joye, R. Levy, P. Perrig-Chiello & C. Suter (Hrsg.). Rapport social 2012: Générations en jeu (pp. 154–174). Seismo.
Repetti, M., & Fellay-Favre, E. (2024). Ageism and the digital divide in Switzerland during COVID-19: Lessons for the post-pandemic world. Journal of Aging Studies, 69, 101227. https://doi.org/10.1016/j.jaging.2024.101227
