A new study has pinpointed the exact age at which many Britons begin to feel society writes them off as 'has-beens'. The research, commissioned by travel insurance provider Staysure, reveals that the perceived tipping point is just 56 years old.
The Invisibility Cloak of Ageism
A poll of 2,000 people aged over 50 found that a significant 43% feel they become less visible as they get older. This sense of being overlooked manifests in daily life, with many reporting that people show less interest in speaking to them. Common experiences include feeling ignored during customer service interactions, in shops, and even at medical appointments.
More starkly, 12% believe they have missed out on promotions or job opportunities purely because of their age. This perception of workplace ageism underscores a broader societal issue where experience is seemingly undervalued.
A Generation Thriving, Not Just Surviving
Despite these challenges, the research paints a picture of a vibrant, active demographic fiercely contradicting outdated stereotypes. An overwhelming 76% of respondents insist that people grow wiser and more accomplished with age. Furthermore, 54% consider themselves to be in excellent health.
Since turning 50, many are embracing new adventures and skills. 34% have started travelling abroad more frequently or taking longer trips, while nearly a quarter (23%) have actively improved their digital and technological abilities. More than half (53%) now feel more confident in acting, dressing, and living exactly as they choose.
Challenging the 'Stuck in Their Ways' Myth
The study deliberately challenges persistent stereotypes. A separate survey of 1,000 adults of all ages found that two-thirds (66%) believe older generations favour familiarity and are 'stuck in their ways'. Nearly one in five (18%) think older people don't understand online culture or memes.
Yet, the data from the over-50s tells a different story. For instance, 28% of those aged 55-64 would embark on a safari or wildlife trip, compared to only 17% of 18-24 year olds. Additionally, 19% are excited by long-haul adventures, and 15% would not hesitate to travel solo.
David Morley of Staysure, which launched the 'Dream Big' campaign alongside the research, said: “The outdated view of people over 50 simply doesn’t reflect reality. Ageism has become socially acceptable, creating unfair stereotypes. In truth, over 50s are in the prime of their lives.”
Broadcaster Mariella Frostrup, a partner on the campaign, added: “It’s sad to see that Brits feel treated as ‘has-beens' from 56. We’re not just playing bingo or asleep by 8pm; we’re thriving more than ever and have more zest for life.”
