One of the great myths around ageism is the belief that unconsciously forgetting something (keys, sending a card, an event) moves from an odd occurrence to a condition with middle and later life. Yes, there are those with clinical memory loss conditions associated with age (Alzheimer’s) but I see teenagers and twentysomethings equally forgetful about the most basic aspects of life.

It is “conscious forgetfulness” that is often egregious, and I observe is increasingly being normalised in western societies because we don’t insist upon “skin in the game”. Whether it is shoplifting in the local supermarket, paying taxes on time or in a business setting, deliberately forgetting to adhere to prior agreed commercial or payment terms. Let’s be clear these people are seeking an unearned advantage, at others’ expense. You and me are being asked to bankroll their behaviour. They need to be held accountable for every small deed and their behaviour called out for what it is, cheating. In ancient civilisations, weekly courts were held for these misdemeanors, and the guilty asked to pay with loss of limbs. In today’s civil society, we need greater accountability and enforcement if we are to thrive.