[Do we live in an ageist society? Results from an empirical study]

It is the starting-point of this contribution that--on the precondition that requirements for development and usage of older people's potentials for creativity are adequately met--population ageing does not necessarily imply a loss in society's capability for innovation. Following a brief sketch of central perspectives in public discourse on demographic change cognitive representations of ageing are described as an important factor in the realisation of potentials in old age. This realisation might not only threatened by an exaggeration of negative aspects of ageing but also by an exaggeration of positive aspects. By contrast, only a society which takes note of the magnitude of different abilities, needs, and lifestyles in older people is able to meet the challenges of demographic change and to increase productivity in old age. Results from an empirical study suggest that cognitive representations of ageing are less salient, more differentiated and more optimistic than might be expected from the popular notion of ageist western societies. Similarly, policy makers show an increasing consciousness for the potentials of old age. The latter point is illustrated by the leading perspectives of the German government's fifth report on old age and older people.