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With the aim of dispelling age stereotypes, ‘See The Person Not The Stereotype’ asks businesses not to overlook older Australians during recruitment processes, and reminds older professionals to scrap any self-limiting beliefs.
With 33% of Australians over 50 experiencing work and job-related age discrimination according to the World Health Organisation and EveryAGE Counts, compared to 20% across all generations, entrenched stereotypes and prejudices are evident.
Further research by the Australian HR Institute and the Australian Human Rights Commission found that in 2023, only 56% of HR professionals were largely open to recruitment people aged 50-64.
The campaign is led by communications and job search specialist and owner of Dare Group Australia, Sue Parker.
In the awareness campaign, her first move was a call-out to professional women over 50 to celebrate their age and capabilities to smash stereotypes. She asked women on LinkedIn to publicly post a photo of themselves with their age, and the campaign was a success with over 50 women getting involved, and further support from hundreds of men and women.
“I am determined to shake people awake to realise that not everyone over 50 looks, feels, and acts the same way,” Parker told Mumbrella. “People are really hurting in so many ways due to age discrimination and it was time to take a bold creative approach."