The Age Friendly Media Guide - promoting respectful and inclusive storytelling

The Age Friendly Media Guide has been developed by the Aotearoa New Zealand National Forum for the Decade of Healthy Ageing | He Oranga Kaumātua, He Oranga Tāngata as a practical tool to support journalists, media professionals and communications practitioners in portraying older people in a more respectful, inclusive and realistic way, while helping to combat ageism in the process.

Too often, older people are presented through a narrow lens – depicted as frail, vulnerable or dependent. This guide provides a fresh approach, encouraging more nuanced and empowering stories that reflect the rich diversity, contributions and value of our older population.

What the guide offers:

• Clear language guidelines that move away from stereotypes and ‘othering’ language and which, instead, promote respectful and accurate terms (e.g. using “older people” instead of “the elderly”).
• Best practice principles for age-friendly communications, focusing on:
  • Shifting perceptions of frailty and dependency
  • Avoiding patronising or sensationalist language
  • Using inclusive and precise terms
  • Showing intergenerational respect and cooperation
  • Choosing images that reflect real-life diversity and positivity.
• Cultural insights into how ageing is understood and valued across Māori, Pacific and Asian communities – encouraging more culturally informed and respectful storytelling.
• Practical examples of preferred language, imagery and storytelling approaches that avoid reinforcing myths or stereotypes.

Why this matters:

Ageism – stereotyping, prejudice and discrimination based on age – is common and impacts everything from healthcare access to social inclusion. Media and communications professionals play a powerful role in shaping public attitudes. By using this guide, storytellers can help challenge ageist assumptions and contribute to a more equitable, age-friendly society.

Making small but meaningful changes to how we talk about and portray our older population can have a big impact on the wellbeing of older people. Everyone will age, so let’s change the narrative and invest in our future wellbeing together.