Why Anti-Ageist Design and Intergenerational Connection is Vital for Our Wellbeing

At Magic Me, our mission is a world without ageism—a world where everyone, (regardless of the number of candles on their cake!), can enjoy their unique creativity and reach their full potential.

On my commute home recently, I saw an image on the Tube that stopped me in my tracks. It was from the Age Without Limits campaign, and it felt like a breath of fresh air. I don’t think I’ve ever seen a public campaign so boldly call out the limiting nature of ageism.

Ageism is something I think about a lot –  because of our work here at Magic Me, but I often notice it’s shrugged off as harmless. It can be so hard-wired that we often don’t even realise we’re doing it. I see it everywhere – In the depiction of “the grannies” in the (otherwise brilliant!) Bluey I watch with my children; In the “old joke” birthday cards that started arriving the second I hit 40; In the media articles I read, that lump us into generational stereotypes, pitting “Boomers” against “Gen Z” with unnecessary friction.

Why It Matters: The Real-World Impact

According to the Ageism: What’s the Harm? report, this isn’t just about hurt feelings. Ageism has a measurable impact on our wellbeing:

• Physical & Mental Health: Internalising negative stereotypes about ageing can lead to higher levels of stress, lower self-esteem, and even a shorter lifespan. When we believe we are ‘past it’, we stop engaging in the activities that keep us healthy.
• Systemic Barriers: At an institutional level, ageism manifests in the workplace through hiring biases and in healthcare, where symptoms in older adults are sometimes dismissed as “just part of getting old” rather than treated with the urgency they deserve.

Intergenerational Creativity as the Antidote

During Creativity and Wellbeing Week, I want to shine a light on a vital necessity: designing creative health projects with an intentionally anti-ageist approach.

At Magic Me, we start every project by checking our own bias. We ask ourselves: What assumptions am I making about this person because of their age? We know that the number of birthdays someone has never dictates their interests, their interest, abilities, or their energy levels.

To ensure anti-ageism is woven into the very fabric of our work, we apply three core guiding principles:

• Valuing the Whole Person: We believe that everyone—regardless of age—has a past, a present, a future, and an imagination.
• The Universal Power of Creativity: Whatever our age, the arts bring joy and laughter. They help us connect and offer ways to express who we are and how we want the world to be.
• A Shared Journey: We recognise that we are all ageing, not just those whom society labels as “old.” This is a journey we are all on together.

We believe intergenerational work is the key to building a less ageist society. At Magic Me, we ensure equal participation between younger and older people. Participants come together as equal partners around a creative common purpose, ensuring that relationship-building is intentional, not accidental. This approach shatters the “us vs. them” mentality that ageism thrives on, allowing people to simply be themselves. As highlighted by Generations Working Together, this practice is a proven catalyst for:

• • Social Cohesion: Building trust and reducing social isolation within our communities.
  • Mutual Learning: Sharing skills and perspectives that foster lifelong curiosity.
  • Improved Wellbeing: Boosting self-esteem and mental health for all ages involved.
  • Promoting Empathy: Through shared positive experiences together. 

By moving away from “doing for” and moving toward “creating with,” we build a world where everyone’s potential is celebrated.