Why Preventing Ageist Attitudes Is Not Enough during COVID-19 Pandemic.

T he public discourse surrounding the novel coronavirus 2019 (COVID-19) has misrepresented and devalued older adults (Fraser et al., 2020). Blatantly ageist attitudes have perpetrated social media as evidenced by trending hashtags, such as “#BoomerRemover” and “#OkBoomer,” which frequently have been accompanied by disparaging and devaluing memes (Sparks, 2020). Ageism is nothing new in Western culture (Butler, 1995); yet in a time of increased susceptibility to a potentially fatal virus and chronic loneliness, the cost of institutional and individual ageism may be far greater than previously thought. Negative stereotypes of older individuals permeate facets of society including, but not limited to, health care, mental health care, and social media, the effects of which have been heightened during the COVID-19 pandemic. Empirical research suggests that reframing the negative stereotypes held about older adults into positive ideals heeds potential clinical benefit to older adults’ self-esteem, physical health, and overall well-being (Levy, Ashman, & Dror, 2000). In this column, we seek to provide background on the dangers and prevalence of ageism in the era of COVID-19. Furthermore, we suggest potential ways in which each of us can disseminate knowledge on the positive aspects of growing older to further improve the lives of older adults.