PurposeThis paper aims to examine the role of entrepreneurship in mitigating age-based discrimination. It investigates whether entrepreneurship among older adults can serve as a protective mechanism against ageism.Design/methodology/approachUsing Chilean data between 2015 and 2022 comprising nearly 3,500 elderly individuals, the authors analyze the relationship between senior entrepreneurship and perceptions of age-based discrimination. The authors assess how participation in entrepreneurial activities affects older adults' experiences of ageism compared to traditional employment settings.FindingsThe results reveal that older adults engaged in entrepreneurial activities are significantly less likely to perceive age-based discrimination. This indicates a negative association between senior entrepreneurship and ageism, suggesting that self-employment may act as a buffer against the negative stereotypes and prejudices faced by older individuals in the labor market. However, entrepreneurship's protective effects are contingent on the absence of hierarchical dynamics of team leadership that reintroduces age as a salient and stigmatized identity.Research limitations/implicationsDiscrimination against the elderly undermines their economic opportunities, societal contributions and, most importantly, their dignity. Although the study is centered on Chile, its findings offer broader insights into ageism in workforce globally, especially in emerging economies. This highlights the need for further research to explore the impact of senior entrepreneurship in other contexts and economies.Practical implicationsThe research advocates for a paradigm shift in societal perceptions of aging and labor market participation. It underscores the importance of supporting senior entrepreneurship through targeted policies and programs. By creating an entrepreneurial ecosystem that meets the specific needs of older adults, policymakers can enhance their economic and social contributions, promoting a more inclusive and equitable labor market.Originality/valueThis study contributes to the existing literature by highlighting the potential of senior entrepreneurship as a strategy to combat age discrimination. Unlike previous research, this paper provides insights into the unique challenges and opportunities faced by older adults in an emerging economy characterized by extensive informal markets, weaker institutional frameworks and accelerated aging.