Reducing ageism toward older adults and highlighting older adults as contributors during the COVID‐19 pandemic

The COVID-19 pandemic exacerbated ageism (stereotyping, prejudice, and discrimination) toward older adults in the United States, highlighting the belief that older adults are a burden. Prior to the pandemic, a growing body of research sought to reduce ageism using the PEACE (Positive Education about Aging and Contact Experiences) model. Extending that research, participants were randomly assigned to watch three videos (less than 10 min total) that challenged stereotypes about aging and older adults, depicted positive intergenerational contact, and highlighted older adults as contributors to society (experimental condition) or three videos on wallpaper (control condition). Experimental participants (undergraduate students in Study 1 and a national community sample of young adults in Study 2) reported increased endorsement of older adults as contributors to society and positive stereotypes of older adults. In addition, in Study 2, negative stereotypes of older adults and views of intergenerational conflict were also reduced among experimental (vs. control) participants. These promising findings show that relatively brief ageism reduction interventions are effective during the pandemic and for the first time, that the perception of older adults as contributors to society can be increased. Future directions and implications for social policies are discussed.