Madhuri Dixit’s defence of Aishwarya Rai, at Cannes, signals a bigger revolt against ageism and sexism

“You cannot reduce her to a number on a scale, or a number on the dress, or a size or a number on the calendar years. You CANNOT reduce her to that.” That was Madhuri Dixit clapping back to the trolling of Aishwarya Rai at Cannes. This is the most recent incident. But the feeling is not new. For decades, when it comes to women, the ageing process has been treated not just as a biological reality, but as a heavily gendered social construct designed to marginalize them. What’s new is the instant pushback. The anger. The rage. And calling out the double prejudice of ageism and sexism that women face everywhere. In any profession, even personally.

American writer and critic Susan Sontag had argued in her foundational 1972 essay, The Double Standard of Aging, that growing older in industrialized societies is "mainly an ordeal of the imagination — a moral disease, a social pathology". She said, under this framework, men are permitted to transition from the fragile beauty of "the boy" to a rugged, experienced, and highly valued standard of "the man". Women, however, are confined to a singular, youth-bound standard of "the girl," where every visible wrinkle or gray hair is culturally coded as a personal defeat.



We are in 2026. A lot remains the same, but women have picked up the cudgel of fighting ageism and sexism, and this is just the beginning. Today's women are increasingly choosing Sontag’s alternative option: actively protesting and disobeying the conventions that stem from this society's double standard. Today women are aspiring to be wise, not merely nice. They are aspiring to be competent, not merely helpful. To be strong, not merely graceful, and to be loudly ambitious for themselves. This is cultural defiance. And this recent trend has launched a loud, visible counter-offensive on the global stage.

It is in this context that Dixit’s open criticism becomes that much more important. She called out media and social media’s reductive focus on “lookism”, arguing that critical comments completely overlook Rai Bachchan’s global achievements and two decades of representation on the international stage. Dixit warned that reducing a global star's immense achievements to “a number..” sends a highly damaging message to younger generations. Her criticism is in news because it has touched a cord that older women struggle with every day. Other people measuring their self-worth purely through physical appearance.

“Women are half the population and we get older. So where are the stories about us?”

We live in an era where social media acts as an acoustic chamber for historical biases. But this pushback is growing exceptionally loud in the entertainment industry. Dame Emma Thompson (67) recently threw her weight behind the Age Without Limits campaign, publicly criticizing the egregious "ageism" and "sexism" that dominate modern cinema. The campaign's research revealed a striking disparity: the UK's 100 highest-grossing films between 2023 and 2025 were more likely to feature a male lead named "Chris" (6%) or a talking animal (20%) than a woman over the age of 60 in a leading role (only 5%).

In a blistering public statement, Thompson demanded: "Women are half the population and we get older. So where are the stories about us? The older we get, the more interesting we are. I want to see more films centre ageing women. We are compelling, relatable, and overdue for centre stage. Older women don't need permission to exist on screen. They already exist in the world, cinema just needs to catch up.”

This artistic rebellion is turning the tide. Demi Moore’s critically acclaimed and commercially successful performance in The Substance (2024)—a body-horror film that directly satirizes the violence of ageist beauty standards—has sparked global conversations about ageism. Then there are historic milestones, like Michelle Yeoh's Oscar win at age 60. These stars are proving that older women are reclaiming the cultural narrative.

Historically, women have suffered from multiple systemic disadvantages during their working lives, leading to a stark gender gap in wealth and security at older ages. Women are disproportionately represented in low-paid, part-time, or informal sector roles, and are frequently driven out of the full-time labor market due to unpaid caregiving obligations for children and aging relatives.

Campaign against discrimination at workplaces across the globe

A critical turning point occurs in midlife; women over 40 who take a temporary break from their careers to support their families face intense skepticism regarding their technological literacy and the validity of their career hiatus upon attempting to re-enter the workforce. This structural penalty severely disrupts their wage progression and reduces their lifetime contributions to pension schemes, leaving older women highly vulnerable to poverty in retirement.

But a collective movement is rising to demand systemic, institutional equity. Midlife and older women represent the fastest-growing workforce demographic on the planet, and they are leveraging their collective economic footprint to demand fair compensation, equitable pension structures, and a formal valuation of their skills. Campaigns led by advocacy groups like the Centre for Ageing Better are aggressively pushing for mandatory flexible working from day one and paid Carer's Leave, ensuring that unpaid caregiving duties do not permanently destroy a woman’s financial security.

The asymmetry between men and women growing older is highly visible in digital media; search queries for male faces yield a diverse, wizened, and characterized array of images, whereas queries for female faces display an overwhelming homogeneity centered strictly on youthful features.

The ‘Goldilocks Syndrome’

In professional environments, age bias occurs across the entire career life cycle, creating a "never-right" age bias where there is no acceptable age for a woman leader. This dynamic, often termed the ‘Goldilocks Syndrome,’ was documented in a landmark study of 913 women leaders across higher education, faith-based nonprofits, law, and healthcare by researchers Amy Diehl, Leanne M. Dzubinski, and Amber L. Stephenson. It says while men are routinely seen as gaining competence and authority as they age, women are systematically devalued through ageist stereotypes at every developmental stage.

• Youngism (< 40 years): Younger women face the conflation of chronological age with cognitive and professional immaturity, leading to "role incredulity" where they are mistaken for support staff, secretarial help, or students. They are subjected to patronizing "pet names," and their physical appearance is scrutinized while their performance is ignored.
• Midlife (40–60 years): As women enter midlife, search committees routinely pass them over for promotion, citing "too much family responsibility" or "menopause-related issues". Simultaneously, they face intense lookism; an AARP survey revealed that 88% of working women feel pressure to look or act a certain way, including pressure to lose weight (68%), dye gray hair (49%), use makeup (57%), or undergo invasive cosmetic procedures like Botox and fillers (39%).
• Older (> 60 years): Older women are viewed as having declining cognitive capacity and no growth potential, with organizations refusing to invest in their mentoring or development.

But today's women are aggressively dismantling the Goldilocks narrative. They are choosing to claim what has come to be known as "power years". Rather than silently complying with lookist expectations, women are turning gray hair into a conscious act of defiance. A study by the University of Exeter of women who chose not to dye their gray hair found that despite facing societal and familial shaming, these women reported feeling significantly happier and more authentic. They chose to trade off narrow, ageist expectations of competence for raw, self-authored authenticity.

Gen Xers are leading the fight

As leadership coach Kate Billing argues, Gen X women are uniquely equipped to lead this fight: "Gen X women are used to fighting discrimination and inequity. This feels like our next foray... We MUST address the gendered ageism biased against women in our workplaces and society if we are to live and lead in all the ways we want to". This resistance is reshaping the concept of "executive presence" into a tool of defiance, allowing women to project an air of authority, communicate with power, and demand respect on their own terms.

Age stereotypes is actually making women age faster

The consequences of defying gendered ageism extend far beyond economic and professional reclamation; they exert a direct, measurable toll on women's physical health and longevity. This biological mechanism of this damage was explained best by Yale epidemiologist Dr. Becca Levy through her Stereotype Embodiment Theory. This theory says that age stereotypes start getting assimilated from surrounding culture from childhood. And they operate unconsciously. The alarming thing is these stereotypes gain salience as we all grow up. And they affect women's physical health. In a landmark longitudinal study, Levy and her team discovered that individuals with positive beliefs about aging lived a median of 7.5 years longer than those with negative beliefs. This survival advantage is nothing short of revolutionary.

Dr. Levy's theory identifies four specific, interacting pathways through which internalized age beliefs affect health:

• The Psychological Pathway: Internalizing negative stereotypes triggers intense aging anxiety, causing individuals to view normal physical changes as a loss of agency and value.
• The Behavioral Pathway: Believing that physical decline is inevitable discourages individuals from engaging in preventive health measures, active lifestyles, or seeking medical care for treatable conditions.
• The Physiological Pathway: Negative age stereotypes trigger cardiovascular stress responses, releasing toxic levels of cortisol and C-reactive protein. This chronic cortisol elevation damages specific brain structures, particularly the hippocampus, which is essential for memory consolidation and emotional regulation.
• The Cognitive Pathway: Chronic stress hormones impair brain plasticity, but defying these stereotypes reduces the risk of dementia by 50%, even among individuals carrying the ApoE4 gene.

So basically, when women fail to challenge these cultural messages, they risk falling into "pre-emptive disappearing"—a psychological defense mechanism identified by clinical psychologist Dr. Alla Demutska where women make themselves smaller, mute their wardrobes, and soften their opinions before the world formally asks them to. This results in a chronic "deferred permission loop," where women defer their visibility and desires while waiting for an external validation that never arrives, leading to a gradual erosion of agency.

The loud pushback against this internalization is a biological and psychological reclamation. As women reject toxic age narratives, they are redefining the post-menopausal phase as "the most fertile, creative time of [their] lives. As writer and activist Ashton Applewhite wrote in This Chair Rocks: A Manifesto Against Ageism, "the sooner growing older is stripped of reflexive dread, the better equipped we are to benefit from the countless ways in which it can enrich us".

Need we say more?