Stereotypes can be harmful, because they set boundaries and social norms that have little or no factual basis for their existence. They are also the driving force behind “graywashing,” which can lead to products that are advertised based on these false assumptions (ICAA, 2011). For example, in one study elderly participants were more likely to reject treatment for a serious illness and reject opportunities for growth when they were exposed to negative comments about aging. Studies reveal that stored negative concepts about aging are what we respond to as hopeful consumers looking for the next great age-related product. We all frame our communication and decision-making based around stored beliefs and experiences about various subjects or events. The caution is to challenge these beliefs and ask "are they really true?"
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