Mischief, Disruption, Curiosity - and Dennis The Menace

This summer will mark ten years since I first launched Ageism Is Never In Style -originally as a community platform to connect people globally and drive conversation around ageing; today a global consultancy and platform driving age and generational inclusion in culture and business.

But this week marks another ‘smaller’ milestone: eight years since we launched something that quietly - and then very loudly - shifted gears in our movement.

The launch of our free Ageism Is Never In Style button badges.

They may be small, but they carry enormous meaning. A symbol of unity, defiance, disruption and empowerment around ageing.

(And of course, they are a great way for people to find out more about our work at Ageism Is Never In Style, and follow the hashtag which now has over 30k uses on social media)

Over the years, it has been a continued joy hearing the stories of people of all ages wearing them across the world - and the curiosity and ensuing conversations they’ve sparked. From art gallery openings, to workplaces, to the V&A, to the local post office where the person behind the counter declared it the coolest badge they’d ever seen.

They’ve prompted important conversations among family, friends, colleagues and complete strangers:

“I have this badge on my bag and people comment all the time so it’s a great conversation starter! It’s so important to keep this message going.” - Jen W

These days, I carry a number of them with me whenever I attend events. Because, whenever I wear one, I know someone will covet it - so I simply hand them out (they’re free after all). And yes, it is all ages who covet them. A reminder (despite persistent assumptions) that younger people absolutely want to engage with this movement too.

(The only downside? My handbag has become what my husband calls “the death trap” as we both regularly stab ourselves whenever rummaging around inside it.)

But beyond their global presence and visibility, the badges hold something more personal for me.

They remind me of the power of inspiration. And of simply… giving something a go.

Because what has become a mainstay of our movement, worn and shared by thousands globally, all began with…. the Beano comic’s Dennis the Menace.

Let me take you back to early 2018.

I attended an evening networking dinner in the fashion industry. I can’t quite remember the theme of the event, or even the host. But I vividly remember sitting down and being greeted by a Dennis the Menace pin badge at my place setting.

The speaker had distributed them as a playful takeaway. And it spoke to me.

Not just the badge itself - which was memorable and tactile - but Dennis. A character I had loved since childhood. He represents curiosity, questioning authority, pushing boundaries, independence, harmless chaos and mischievous disruption.

That button badge said something. It was playful, memorable and quietly rebellious. It stayed with me (even if the rest of the event didn’t!)

And with that, an idea was born.

What if we could harness that same mischievous disruption and spark curiosity around a topic - ageism - that so few wanted to meaningfully engage with at the time?

What if we created an Ageism Is Never In Style button badge?

Something that could be worn out and about as a bold statement. Or shared on social media. Or displayed subtly in more personal settings. Giving the wearer the choice to be as loud or as quiet as they wished. But always part of something bigger, and making a difference.

And what if we launched it during London Fashion Week in February 2018 - a notoriously ageist space?

My team and I quickly mocked up the first ever AINIS badge and ordered a small batch. It looked quite different from what you see today, but it carried the same passion and intent.

In all honesty, it was only ever meant to be available for one week.

As well as sharing to our followers and mailing list, we sent it to a handful of contacts and influencers to share online. I fully prepared myself for it to be a flop - but thought, why not? Even if it went nowhere, it was worth trying.

The response was beyond anything we expected.

We scrambled to order another batch. Then another. Then we were asked for bulk orders. My friend and anti-ageism activist Ashton Applewhite requested 100 to distribute at one of her book publicity events. Business leaders and c-suite were even ordering them.

And I often reflect: if I hadn’t simply decided to give it a go - and to be comfortable with the possibility of failure - none of this would have happened.

Quickly the badge became a mainstay of the movement, and our community and profile rapidly grew. A tangible turning point that helped take Ageism Is Never In Style truly global.

Then in 2020 we undertook a brand refresh. The wonderful , founder of Light Sauce Studio - a friend I studied law with at Cambridge who went on to found her own branding company - designed the powerful logo many of you now recognise.

With that came the badges you know today. And in 2023, to mark 100k followers, we launched the pink variation.

Today the badges continue to be ordered and worn around the world. They have become a sign of unity and independence. Strength and subtly. Disruption and drive. Power, pride and purpose.

One of my favourite comments from a badge wearer still makes me smile:

“I wear it at work so when my boss make comments at my age I stroke my badge with pride” - Viv F

That’s the cheeky mischief we want to embody at Ageism Is Never In Style. Yes, “Ageism Is Never Style” is a rallying cry. But it is also playful. A knowing wink. Curiosity. A quiet act of rebellion, commitment and unity that engineers multifaceted change - both overtly and subtly.

And last week the UK charity Centre for Ageing Better launched a campaign exploring the sheer ridiculousness of ageism by showing it through the eyes of children. Which makes me think…

Maybe Dennis the Menace wasn’t just a passing moment of inspiration.

Maybe he’s been the perfect ambassador all along.

Mischief. Clarity. Defiance against stale norms. Calling out nonsense when he sees

So who knows - perhaps Dennis really is the unofficial mascot of Ageism Is Never In Style, and a pioneer of Age Liberation (though I’m not sure my “death trap” handbag could cope with that level of mischief).

P.s. if you have one of our badges - one of the OG or the current ones - i’d love to know and see pics! And if you don’t, you can order them individually for free here , or email us at community@ageismisneverinstyle.com for bulk orders