Dr. Tracey Gendron is the author of Ageism Unmasked: Exploring Age Bias and How to End it. She shares her insights from 25 years of experience as a gerontologist, serving as Chair for the Virginia Commonwealth University Department of Gerontology and Executive Director of the Virginia Center on Aging. About Dr. Gendron Dr. Tracey Gendron has a Master’s degree in Gerontology, a Master’s degree in Psychology, and a Ph.D. in Developmental Psychology. In addition to her book Ageism Unmasked, she has authored and co-authored over 30 scholarly manuscripts and seven book chapters on ageism and aging-related topics. She is frequently quoted in popular media outlets, including the New York Times, the Huffington Post, and U.S. News and World Report. Dr. Gendron has spoken about ageism in forums across America and can also be seen and heard as a guest speaker on numerous podcasts and video productions. Dr. Gendron has dedicated her career to changing the landscape to develop an age- inclusive climate that facilitates growth and engagement in elderhood. Her personal and professional goal is to raise awareness of elderhood as the solution to the deeply embedded ageism pervasive within all cultures, settings, and individuals. Key Takeaways Systemic ageism is embedded in all levels within our institutions, policies and procedures. It's everywhere, and invisible because we accept it as normal. The anti-aging industry clearly profits from ageism—fear of aging sells. To be anti-aging, ultimately means to be anti-living. The way we feel about aging influences our mental health, physical health and longevity. Fear of aging creates stress. The best way to fight ageism is to feel good about aging. Ageism underlies social isolation. It’s hard to find opportunities to contribute when you are not valued. Another type of ageism devalues the caregivers who support older people.