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What a pleasant surprise to see a full-page advert by Franks, a local beauty retailer, with a 91-year-old lady chosen as their model to exhibit their products (December 24). In this manner, while acknowledging that the realistic needs of an ever-increasing older generation should be catered for, Franks also demonstrated that growing older is nothing to be ashamed of and not necessarily associated with doom and gloom.

What a contrast to previous comments made in the same newspaper earlier in the year when, during an election for a party leader, one contributor remarked (August 9, 2017) that a 73-year-old candidate should aim for a place at St Vincent de Paul’s long-term care facility rather than a seat in Parliament. Another reader had concurred by writing (August 19, 2017) that a political party’s headquarters should not be converted into another old people’s home.

Such statements, even if made in jest, still smack of ageism, a bias against older persons, with all the perceived negative associations and should no longer be tolerated in today’s society. Unfortunately, these ageist remarks elicited no objections at the time. If these two letters had instead stated that the candidate aspiring for higher office was a woman who should remain working at home, or was black and should be sent back to Africa, all hell would have broken loose and rightly so because such sexist and racist remarks are considered unacceptable in any context. Ageism should be treated similarly.

There are many people aged 70 years and over who continue to make valid contributions to society both locally and abroad. Their experience, ideas and values should be sought out, not mocked. Similarly, older people themselves should not just fade into the backgroundas Gladys Wirth, the model in the adverts, amply demonstrates.