Dementia-related stigma across age groups and perspectives: Similarities and differences suggest the need for tailored anti-stigma interventions

• We examined dementia-related (DR) public stigma across age groups (younger vs. older) and perspectives (own vs. other). • Comparing age groups, the DR-stereotypes of younger adults were more neutral, and older adults were more negative and derogatory. • Comparing perspectives, both younger and older adults perceived the stereotypes held by others as more negative than their own. • Older adults report significantly higher levels of DR-discrimination when considering the perspective of others. • Dementia knowledge was associated with less stigma, but only for younger adults. This suggests a need for age-specific interventions. Dementia-related (DR) s tigma diminishes the wellbeing of people with dementia and their families. However, information about how DR-stigma differs across the lifespan is scarce. We aimed to understand similarities and difference in public stigma (stereotypes, prejudice and discrimination) across age groups and perspectives, including factors associated with its expression. We conducted a mixed-method study with a community sample of Australians (N = 278), to examine public DR-stigma in younger ( n = 163) and older ( n = 115) adults. In part 1, free responses were thematically analysed and coded inductively for content and deductively for valence to compare dementia stereotypes across age groups (younger vs. older), and perspectives (own vs. other). In part 2, a standardised stigma measure enabled comparison of prejudice and discrimination. Separate age group correlational analyses examined relationships between stigma, dementia knowledge, mental wellbeing, family knowledge, and subjective memory concerns. In part 1, free responses of older adults included significantly more negative and derogatory stereotypes than younger adults. Both age groups considered others to have more negative stereotypes than themselves, but this perception was higher in older adults. Part 2 yielded no age group difference from one's own perspective for DR-prejudice and DR-discrimination. However, for perceived DR-discrimination by others, older adults rated higher levels of social distancing than younger adults. Younger and older adults perceived others to be more discriminating than themselves. Dementia knowledge was associated with less stigma but only for younger adults. Age-related variability in the factors associated with DR-stigma indicates the need for stigma reduction interventions that are targeted to specific age groups and associated risk factors.