“Let Tracey Gendron take you on a unique, profound, well-written and well-explained exploration of ageism. Personal experiences of her own family history –- similar to those that many of us have experienced –- serve to connect Gendron's years of study and research on ageism. As the title suggests, Gendron 'unmasks' what ageism really is, in practice, in society, in the workplace, in our daily lives. Ageism is finally making the headlines and becoming a subject of global attention thanks to researchers like Gendron, who for decades have been trying to translate knowledge from their field for a broad audience without over-simplifying or trivializing ideas and information that for too long has remained in university lecture halls and gerontology conferences. Not reading this book would perhaps be your biggest mistake of the year."— Prof. Nic Palmarini, Director of the UK's National Innovation Centre for Ageing

"Books that combine the rigor of a scholar with the passion of an advocate are rare and invaluable. Ageism Unmasked is one of them. With wit and skill, Tracey Gendron describes the ongoing, multifaceted nature of human aging; deconstructs the historical and social forces that frame it as decline; and asks us to think boldly and imaginatively about the years ahead. Ageism Unmasked is essential reading for everyone who aspires to purpose and meaning right to the end, and is willing to challenge the ageism and ableism that stand in our way." — Ashton Applewhite, author of This Chair Rocks: A Manifesto Against Ageism

"This book is a must read for anyone who is aging — and that is every one of us! Ageism Unmasked takes the reader on a journey of understanding the roots of ageism, its impact and what each of us can do to create a new reality of elderhood. It’s a fascinating and inspirational read —  a true game-changer and society-changer!" — Jill Vitale-Aussem, author of Disrupting the Status Quo of Senior Living

"This book manages the near impossible feat of being simultaneously broad, deep, and impactful. These pages treat readers to a fascinating exploration of where ageism comes from and what we can do to unmask (and undo) its pernicious workings. If Ageism Unmasked is as widely read and studied as it deserves to be, we will all be better off for it." — Dr. Bill Thomas, author of Aging Magnificently

"Ageism Unmasked challenged me to think in new ways about unconscious age bias and the insidious way it shows up (even when unwelcomed) in everyday attitudes and actions. A must-read for policymakers, advertisers, healthcare workers and aging services professionals and anyone grappling with their own age-related issues or those of an older relative or friend, Ageism Unmasked offers insight and guidance on concrete actions individuals and organizations alike can take in their fight against age bias and discrimination." — Elizabeth White, author of 55, Underemployed and Faking Normal

"Tracey Gendron has written a fascinating exploration of the one '-ism' that impacts all of us, at every point in our lives. This book will challenge everything you thought you knew about ageism and how it affects you personally, no matter who or how old you are, and shows how all of us can play a part in overturning this ridiculous barrier to doing better business and living happier lives." — Cindy Gallop, Founder & CEO of MakeLoveNotPorn