“COTA Australia is the national body, but we work in a federation with our state and territory COTA colleagues,” explains Patricia Sparrow, Chief Executive Officer.“We advocate to the government, the media, and across industries to ensure that older people can live the lives they want to live, with financial security, good health, and freedom from discrimination.” A VOICE FOR THE AGING COTA Australia’s advocacy encompasses a range of issues that impact older Australians, including workplace discrimination, ageism, aged care, retirement incomes, housing, healthcare, digital inclusion, and gender disparities. “We see discrimination in the workplace starting from as early as 45,” Sparrow notes. “One of the reasons we start our advocacy at 50 is that by then, people are already experiencing systemic barriers, and we need to address them proactively. It’s not just about employment—it encompasses financial stability, access to essential services, and social inclusion. If we wait until these challenges become crises, we’ve already failed the people we’re meant to support. That’s why proactive intervention is critical.” The organization’s work is data-driven and community-focused, ensuring that policies are not just created for older Australians but informed by their lived experiences.“Our supporters are incredibly important because they provide real-life experiences that we can bring to politicians and decisionmakers,” Sparrow says. By regularly engaging with older Australians through surveys, focus groups, and direct consultations, COTA ensures that its advocacy remains grounded. For example, COTA recently conducted a survey on supermarket price gouging, revealing the dire choices many older Australians face due to skyrocketing costs. “Some people told us they were cutting meat and vegetables from their diet entirely. Others admitted to skipping medications because they couldn’t afford them. This isn’t just about discomfort—it’s about long-term health consequences,” Sparrow emphasizes. When we present these stories to policymakers, we can demonstrate the real-world consequences of economic policies and advocate for meaningful change. We’re not just presenting statistics; we’re giving policymakers a direct window into the struggles people face every day.” CHALLENGING EMPLOYMENT DISCRIMINATION Employment remains one of the biggest battlegrounds for ageism.“Only one in three recruiters will consider hiring someone over 50,” Sparrow points out. “AIdriven application screening programs even rule out applicants based on their age without evaluating their qualifications. That’s a systemic issue we need 57 BUSINESS VIEW OCEANIA VOLUME 07, ISSUE 03 COTA AUSTRALIA
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