The speech of older adults (65+ years old) is a rich resource for a wide range of researchers, including oral historians, developmental psychologists, health communication scholars, speech and hearing specialists, and discourse analysts. Yet in variationist sociolinguistics—the study of language variation, language change, and their social motivations—older adults have fallen afoul of a kind of scholarly ageism. Often consigned to the status of a historical benchmark against which the speech of younger people is compared, and with only rare acknowledgment of their biological, psychological and social diversity, old‐age speakers deserve greater attention. This article provides linguists with an overview of relevant conceptualizations of age and ageing in gerontology, explains why a focus on older speakers is critical to the advancement of the study of language variation and change, and offers practical suggestions for overcoming some of the challenges associated with old‐age research.