Episode 23:9 Jacynth Bassett on the Business Case for Age Inclusivity

In this episode of the Glowing Older podcast, host NancyGriffin interviews Jacynth Bassett, founder and CEO of Ageism is Never In Style®. They discuss the importance of age inclusivity, the challenges of combating ageism, and the progress made in the last decade. Jacynth shares insights on the business case for age diversity, the role of language in shaping perceptions, and the global movement towards recognizing the value of aging well.

About Jacynth

Jacynth Bassett is an award-winning, global expert, thoughtleader, and keynote speaker on age-inclusivity, longevity, andintergenerational strategy. She is Founder and CEO of Ageism Is Never In Style®, the leading consultancy and platform driving business and cultural change around age and generations.

Through a holistic approach combining strategy and thoughtleadership, talent and market insight, and community and cultural influence, Jacynth empowers clients to turn age and generational inclusivity into a competitive advantage.

Her global work - from consulting with Fortune 500s to SMEsand non-profits, to creating viral, groundbreaking campaigns including #ILookMyAge (45+ million views), to hosting an intergenerational community of 300k+ with a 90-day reach of 10 million - is indisputably changing narratives and hearts and minds, pioneering both businesses and individuals to embrace age-inclusivity.

She has been recognized as one of the Evening Standard’s “22Londoners Changing the World,” Anti-Ageist Activist of the Year, and awarded the Exceptional Achievement Award at the Silver Marketing Association 2025 Awards. At the core of her work is a bold, intergenerational ethos, making her one of the most influential voices shaping age and generational inclusivity today and tomorrow.

Key Takeaways

• The World Health Organization reports that one in twopeople holds strong ageist beliefs. Often hidden in humor or everyday interactions, ageism can be subtle yet pervasive. Education and awareness are essential to overcoming internalized ageism.
• Language shapes how we perceive aging and can shiftattitudes and beliefs. While brands may show age diversity in images, their messaging often undermines it through word choice.
• Age inclusiveness is a strategic imperative. There must be a business as well as an ethical and social case for change. AARP found that 70 % of consumers of all ages are more likely to shop with a brand if it features a diverse mix of ages in its advertising.
• The demographic shift demands a new view of age and life stage. By 2030, nearly half of the UK workforce will be over 50. Age-diverse, intergenerational teams drive greater innovation, resilience, and profitability.
• Longevity has become a catchall term, preferred overaging. It implies living better as well as longer, yet is often co-opted to mean biohacking or reversing aging.