Aging is an inevitable part of life, yet society often overlooks the dignity, rights, and contributions of older individuals. Ageism remains a deeply embedded issue, affecting everything from employment opportunities to financial security, healthcare, and even self-perception. At the forefront of challenging these biases and advocating for the rights of older Australians is COTA Australia (Council on the Ageing), the national peak body representing people aged 50 and above. 56 BUSINESS VIEW OCEANIA VOLUME 07, ISSUE 03
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