From the workplace to social media, women are fed the same narrative: there’s only so much space for female success, so you better fight for it.
Women across generations are pitted against each other, rather than being given opportunities to lift each other up. Social media has added fuel to the fire, perpetuating corporate and cultural stereotypes: the younger woman who is too bold or inexperienced, and the older woman who is out of touch and unwilling to adapt.
This narrative doesn’t just create division—it reinforces ageism and the harmful idea that a woman’s age is always a disadvantage. We spoke with five incredible women to explore the roots of the generational divide, the harm it causes, and how we can move forward.
Why does this divide exist in the first place?
Lana Johnston, CEO of Taking it Forward, identifies four key pressures: generational tension caused by competing demands, misunderstandings caused by evolving feminism, harmful stereotypes and competition for recognition that hinders collaboration.
Kerry Kingham, CEO of The Chooze Shop, who became a CEO later in life, has seen firsthand how ageism deepens these divides. “Outdated expectations, stereotypes, and the narrative that success is limited, creates an environment where women feel they must compete rather than support one another,” Kingham says.
For decades, women in the workforce have been battling for a limited number of opportunities. When there are fewer seats at the table, it’s easy to feel like you have to fight for yours. This is what Hacia Atherton, CEO and Founder of Empowered Women In Trades, calls the scarcity mindset.
“The generational divide between women is rooted in societal conditioning and systemic limitations that pit women against one another,” Atherton explained. “It’s easy to see other women as threats rather than allies. Success for one can feel like a loss for another.”
Stacey Dowson, Managing Partner at Dowson Turco Lawyers, highlighted how this scarcity mindset plays out at the top.
“Women who’ve made it to the top sometimes feel it’s not their responsibility to give others a helping hand,” Dowson said. “They have to keep proving themselves, which reduces their ability to help others up.”
The danger of pitting women against each other
When women buy into this competition, it creates a work culture where mentorship is scarce and learning opportunities are missed. Women spend more time fighting for recognition than they do celebrating each other’s successes. It’s exhausting—and harmful.
Kerry Kingham, pointed out how damaging these stereotypes can be.
“Older women may face the challenge of being labelled as out of touch, while younger women are sometimes dismissed as inexperienced or overly ambitious,” said Kingham. This mindset fuels competition, making it harder for women to support one another across generations.
Stacey Dowson agreed, adding that older women are significantly devalued in our society.
“You become invisible around 40… and it’s up to you to avoid being shoved aside,” Dowson said. Instead of being seen as sources of wisdom, older women are overlooked—further fuelling their competition for recognition and opportunity.
This reinforces the divide between generations and weakens our collective power, making us easier to control.
“Society loves to keep women fragmented. It stops us from being as powerful as we could be when we work together,” said Dowson.
Every time we let these divides grow, we’re playing right into the hands of the systems that thrive on keeping women down. As Kerry put it, “This false competition undermines the powerful potential of intergenerational collaboration.”
Is the competition real, or just a tired narrative?
If you believed everything you saw on TV or in magazines, you’d think women of different generations are constantly at each other’s throats. Alexis Matthews-Frederick, Director at Women In Bloom, has found this narrative not only frustrating but largely exaggerated.
“The media loves to pit women against each other for drama’s sake,” she said. “But in reality, most of us are just trying to navigate the same challenges.”
For Alexis, the generational tension that we often hear about is more an exception than a rule. While it does exist, she believes the media amplifies these conflicts, turning isolated moments of friction into a common trope.
“In my experience, most women aren’t at war with each other,” Alexis added. “We’re all just doing our best in a world that’s already hard enough on us.”
The media’s focus on competition between women across generational lines not only magnifies tensions but also detracts from the real work women are doing to support one another.
Many organisations, such as Women In Bloom are changing the narrative, celebrating women at every stage of life and encouraging businesses and communities to recognise the value of ageing women in empowering future generations of female leaders.
Breaking the cycle: How we can foster intergenerational collaboration
So, how do we stop the cycle of generational competition and start building real collaboration between women of all ages?
1. Make mentorship a priority
Hacia Atherton believes mentorship is one of the most powerful tools we have to bridge the generational gap. “When women from different generations connect and share their experiences, it breaks down barriers.”
Kerry Kingham agreed, seeing cross-generational mentorship opportunities as crucial.
2. Celebrate each generation’s strengths
Stacey Dowson warned against age-based stereotyping. “We need to stop generalising women into categories like Gen X, Gen Z, or Baby Boomers. Each generation has its difficulties and strengths, and we need to recognise and celebrate them,” she said.
Older women bring a wealth of experience and wisdom to share, while younger women often introduce fresh perspectives and energy. We need to appreciate and leverage all of these strengths, if we are to create a more inclusive space for all women.
3. Challenge media stereotypes and narratives
Alexis Matthews-Frederick thinks it’s time to stop letting the media dictate how women see each other. Rather than feeding into our supposed ‘rivalry’ we should break down generational walls.
“Instead of focusing on differences, we should seek common ground. Open conversations between generations can clear up misconceptions and build bridges,” she explained.
4. Foster understanding across generations
Lana Johnston, who identifies as part of the sandwich generation, a demographic at the heart of intergenerational female dynamics, agreed. Those balancing relationships between older generations and young women in the family or workplace are uniquely placed to bridge the divide.
“We need to foster intergenerational dialogues, initiating open conversations with women of all ages about their generational perspectives to create a more supportive community for all”.