Age is not a popular focal point in diversity and inclusion spaces. Research shows comparably little interest. There are no allies and no trending hashtags. Ageism hardly elicits emotional responses in everyday life – no matter whether it is encountered in health care, design, language, marketing, movies, urban planning or at the workplace, to mention a few. We are taught gerontophobic stereotypes in younger years and start developing prejudice against our future. Despite our reverence for the very old, the stereotypes are widely accepted, even by elders themselves.