The purpose of this study has been to explore the importance of internalized age stereotypes and age norms for older workers' self-image. By examining the use of norms and stereotypes when they talk about their working life and plan for life after retirement, the study aims to expand the understanding of self-image formation and the influence of internalized age stereotypes on retirement planning. The study was conducted using a qualitative method with semi-structured interviews. The theoretical framework guiding this research incorporates social identity theory and self-categorization theory to understand how self-image takes shape throughsocial interactions and societal structures. Concepts from social psychology underscore the importance of self-reflection in identity formation. Stereotype embodiment theory specifically focuses on the impact of ageist stereotypes. The results of our study show that internalized ageist beliefs influence the participants’ thoughts, feelings and behaviors. These beliefs affect their self-image and interpretation of the world around them. Self-image is continuously formed throughout life, not only at work or during leisure time. Our theoretical standpoint is confirmed by the empirical data, showing that how individuals perceive themselves is significantly influenced by how they are perceived by others. However, this varies with their basic self-esteem. The less significance age has for personal identity, the lower the susceptibility to societal ageist attitudes. Our study shows that age identification is stronger among women. The influence on an age-related self-image on retirement plans is relatively low. The plans are based on what the participants want and dream about – choices dictated by their personality, interests, feelings and values. Age is a part of the whole, without being decisive for post-retirement plans. However, the age-related aspect can be seen in the fact that several participants experience stress about not being able to accomplish everything they desire in life. This stress does not motivate continued work but rather encourages them to retire as soon as they have the opportunity from both a work and economic perspective.