AARP and Getty Images Works to Reshape the Photo Images of Aging

AARP is intensifying its efforts to reject the media’s stereotyping of aging. As part of a two-year initiative, the Washington, DC-based aging organization in collaboration with Getty Images, are pressing brands, designers, ad agencies and other industry players to alter their immediate and long-term attitudes of seniors to overcome the misconceptions of aging portrayed in ads.

In partnership with Getty Images, AARP launched The District Aging Collection at Advertising Week New York. This initiative paints a more accurate portrait of how people age in today’s society. The new photo collection contains more than 1,400 images that challenge existing stereotypes around aging, portraying the active lifestyle of persons age 50 and over, while telling a more authentic story of how people live as they grow older.

“This stereotype-shattering collection reflects the reality of what aging looks like today. The collection shows the 50-plus in the workplace, traveling, entertaining and living active, healthy lives,” said Martha Boudreau, AARP EVP Chief Communications & Marketing Officer in a statement released on September 23. “It’s definitely time for the creative industries to update their mindset about the 50-plus demographic. This age group drives our economy and makes new demands on product development and marketing in virtually every industry sector. Our collaboration with Getty is an important step to helping brands more accurately reflect this vast demographic of 110 million Americans,” says Boudreau.

“At Getty Images, we understand that visuals can significantly impact how people think and act, as well as whether potential consumers develop emotional connections with brands,” said Dr. Rebecca Swift, Global Head of Creative Insights, Getty Images. “By telling real life stories of adults aged 50 to 100 through visuals depicting everyday experiences, The Disrupt Aging® Collection illustrates the fact that older adults live increasingly full lives, while simultaneously combating ageist biases and assumptions,” says Swift.

“Armed with AARP’s diverse insights, we developed guidelines for our contributing photographers which emphasized the need for imagery highlighting positive ideas like independence, dignity and empowerment, while also factoring in mutigenerational relationships and connectivity,” Swift added.

The Media Stereotypes Older Consumers

According to an AARP analysis, age 50 and over consumers have long been underrepresented in media. The researchers reviewed a sample of more than 1,000 images and found that while 46 percent of the U.S. adult population is over 50, only 15 percent of media imagery reflects this age group. Additionally, the analysis found that the older consumers are often portrayed as dependent or socially isolated, and that while one in three workers in the U.S labor force are age 50 and over, only 13 percent of the images showed this age group in a work setting.

And yet, demand for images of older persons increasing, says Getty Images.  The Seattle, Washington-based is seeing a significant increase in customer searches for people of retirement age. Searches for “senior/seniors” increased 151 percent year-over-year from June 2018 to June 2019.

The largest, and perhaps most notable shifts relate to the emotional health of older people, Swift said. Searches for fun with friends and family, happy and celebratory moments that involve others have been trending with increases two to tenfold year-over-year.

Additionally, diversity in advertising likely holds universal appeal, given that AARP research found that 71 percent of people 18-plus are more likely to buy from brands that feature a mix of ages in their ads. Something Boudreau referred to as a “win-win” for businesses.

Getting the Word Out About the Economic Impact of Older Consumers

With that in mind, AARP’s efforts are also aimed at educating industry leaders, brands and agencies about the economic value driven by the growing 50-plus market through its proprietary Longevity Economy  research initiative. According to the Longevity Economy 2016 report, people 50 and older generate $7.6 trillion in annual economic activity, and by 2032, this market is expected to drive more than half of the U.S. gross domestic product. If brands and advertisers view 50-plus consumers according to the stereotypes that are portrayed in the media, they are missing out on the revenue that come from meeting the needs of this powerful age group.

AARP research also found that 80 percent of people age 50 and up say that marketers assume their lifestyle based on stereotypes and 62 percent would consider switching to a brand that represents people their age.

For more information on AARP’s multi-year campaign, visit: www.aarp.org/newimageofaging.