Public discussions about ageism often focus on prejudice against older adults, with common stereotypes depicting them as slow, grumpy, and forgetful. However, recent research reported in online in Knowledge at Wharton [CLICK HERE TO READ] and led by Wharton visiting scholar Stéphane Francioli reveals that the most negative views in society are actually directed toward young adults — a form of reverse ageism known as “youngism.”
In two large surveys of U.S. adults, Francioli, alongside co-authors Angela Shaker and Michael North, found that people hold more positive views of older adults than of younger ones. This challenges the common belief that more mature people bear the brunt of age-related prejudice. The degree of bias against the young was large, similar to prejudice against other groups that face discrimination, such as Black Americans. In contrast, attitudinal patterns toward older adults tended to match those seen toward advantaged groups, such as white Americans.
“Society often assumes that ageism mainly targets older adults,” Francioli explained. “Meanwhile, youthfulness is typically associated with beauty, athleticism, and mental sharpness. Many people strive to appear and feel younger than they are.” Yet, the reality is more nuanced. Young adults — those aged 18 to 30 — often face condescension, stereotyping, and outright discrimination. This bias against the young tends to take a unique form. While ageism targeting older adults finds its roots in people’s discomfort with the process of aging, youngism stems from the perception that today’s young do not live up to the standards set by previous generations at the same age.
Francioli’s study also discusses why reverse ageism against young adults has been overlooked. According to Francioli, this oversight may not stem from ignorance but rather from a societal belief that ageism against the young isn’t a serious moral issue. “It seems that there is a form of moral licensing happening. Since everyone has been young at some point, it’s probably easier for people to justify their biases against today’s young without feeling guilty or questioning their views,” Francioli noted.
However, these negative beliefs about the young are not without consequences. Francioli highlighted the frustrations of younger generations, too, as exemplified by the “OK Boomer” movement. “Young adults are seen as the future of society, but their own future looks bleak,” Francioli said. In the U.S., young people face rising housing costs, enormous student debt, and lower incomes. These issues have contributed to the largest wealth gap between generations in history.
Ultimately, Francioli’s research stresses the need to address discrimination across all age groups rather than creating competition over who suffers more. “While young people may face more negative attitudes today, ageism is still a serious issue for older generations,” he said. “As our world ages and resources need to be shared across generations, we must understand age bias fully to create policies that support all age groups, and keep society united.”