A cross-party group of MPs has warned that negative stereotypes of older people as wealthy “boomers” hoarding wealth are fueling ageist attitudes in society. A new report from the Commons’ Women and Equalities Committee criticizes such portrayals, calling for regulators to crack down on misleading and divisive narratives.
The committee highlights concerns that baby boomers—those born between 1946 and 1964—are often depicted as either frail or living lavish lifestyles at the expense of younger generations, normalizing a perception that MPs argue is both unfair and harmful. The report also criticizes the government’s failure to address digital exclusion, leaving many older people struggling to access essential services as they move online.
Stereotypes Fueling Generational Divide
The committee’s findings point to widespread portrayals of older people as “wealth-hoarding boomers” in UK media, particularly in discussions about intergenerational fairness. MPs warn that this framing pits younger and older generations against each other, reinforcing the belief that older people are living comfortably while young people struggle with low incomes, unaffordable housing, and rising rents.
Citing a 2020 report from the Centre for Ageing Better, the committee notes that older people are often misrepresented in television, magazines, and advertising, with little nuance in how their experiences are portrayed. Witnesses to the inquiry also highlighted inequalities within older generations, arguing that not all baby boomers are financially secure.
Despite statistics from the Office for National Statistics (ONS) showing that individual wealth tends to peak between ages 60 and 64, MPs stress that this does not reflect the full picture. Many older people, particularly those without private pensions or significant savings, struggle financially, while a significant proportion remain at risk of digital exclusion.
Digital Exclusion: A Growing Concern
MPs have also raised concerns that the shift towards online banking, healthcare, and public services has left many older people unable to access essential resources. Despite the government launching a digital inclusion strategy a decade ago, nearly one in three people over 75 (29%) lack internet access at home, compared to just 6% of the overall adult population, according to Ofcom.
Committee chair Sarah Owen, Labour MP for Luton North, described this as a “considerable failure of government”, urging immediate action.
“The digital inclusion strategy has not been updated or tracked for a decade. Older people are being left behind in access to healthcare, banking, and local services. More must be done to tackle ageist attitudes and discrimination across society.”
Calls for Stronger Protections and a Commissioner for Older People
The committee has called for tougher enforcement of existing anti-age discrimination laws, arguing that current measures fail to protect older people. The report suggests that regulators such as the Advertising Standards Authority and Ofcom should take stronger action against ageist narratives in media and advertising.
MPs have also urged the government to follow Wales’ example by appointing a Commissioner for Older People, alongside community champions to drive a national strategy on age inclusion.
Government Defends Record
A government spokesperson defended existing protections under the Equality Act, stating that it includes “strong protections for older people in work and public services”. The spokesperson also pointed to financial support for pensioners, emphasizing the government’s commitment to the triple lock, which is set to increase the state pension by up to ÂŁ1,900 this Parliament.
While the government maintains that it recognizes the importance and challenges faced by older people, MPs insist that more action is needed to combat ageist attitudes, close the digital divide, and ensure fair treatment for all generations.
