Avoid overgeneralisation

Young and older people tend to be portrayed as homogenous groups. However, life experiences and intrinsic capacities are only partially correlated with the age. It is important that communication reflect this heterogeneity, life stories and realities across age groups.

Avoid euphemisms

Language should demonstrate a sensitive understanding of the person's situation without being pitying, stereotypical, or patronizing. Use objective language and not focus only on age or stereotypes.

Example: avoid saying “poor young man” and try with “a younger man who is poor”

Avoid othering

Othering a group might have negative impacts since it introduces imaginary boundaries between while reducing perception that younger/older people deserve full inclusion in society.

Chose you images wisely

Communication efforts addressed to young people often use images portraying young people as tech-driven and focused on social media. However, this picture might be not representative of all young individuals and does not reflect the diversity within this age group.