In the 1960s there was no shortage of stereotypes, here are some advertisements :
It is funny to look at these now and have a giggle as examples of sexism but at the time they were a serious issue and caused a lot of frustration for women.
The baby boomers thankfully, were the generation that fought hard against these types of sexist ads and stereotypes. They were the pioneers that paved the way for equality today with the women’s liberation movement.
This movement revolutionised the way women were perceived and treated. They empowered women by encouraging them to pursue higher education, careers and opposed sexist role stereotypes of the time
As a women today I feel very thankful to the baby boomer generation and those who fought in this movement. They have enabled me to have all the opportunities I have today, to not have to put up with endless ridiculous sexist stereotypes and not feel boxed in by a “women’s place is in the home” doctrine.
But I find it difficult to accept that this generation of fighters is now battling a society fraught with ageism.
I feel saddened that many over 60s in my family and their friends want to work but have been pushed out of the workforce too soon. Or for circumstances beyond their control have lost their jobs and because of their age are seen to be invisible by prospective employers.
I breaks my heart when I hear of my uncle who is applying for job after job from pizza driver, to service station attendant to shop assistant and doesn’t even get a call back. And this is only just one of many stories that I hear.
It is a little ironic that the baby boomers who fought so hard for the rights for women to have equal opportunities in the workforce are now facing against age stereotypes of a similar nature.
Statistics released last month from the Government show that there are 140,000 unemployed Australians aged between 50 and 64 are receiving the Newstart allowance from Centrelink.
It further reports that we loose $10 billion a year by having people unemployed who could be employed if it were not for age discrimination.
I see this as a national disgrace for Australia and something needs to be done.
Perhaps with some inspiration from the women’s liberation movement, we need an older workers liberation movement. Older workers should have the chance to gain meaningful employment in whatever field they choose, they should be properly represented in workplaces, and in the media and most of all not be ignored or discriminated against.
I am keen to hear from you… Have you experienced ageism in the workplace or perhaps you fought against sexism back in the 60s and 70s?