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A new AARP study found that there has been a positive shift over the past five years in how adults over 50 are portrayed online. Overall, negative sentiment in online media and marketing images dropped from 28% in 2018 to only 10% in 2023.
According to the research, the 50-and-older population is perceived as more active and independent, less fearful, and more likely to use technology, which reflects a growing recognition of older adults’ active lifestyles and valuable engagement in society.
“Whether it’s pickleball, road races, or people just embracing an active and healthy lifestyle, aging is being portrayed in the media as a more active and engaged undertaking, and it’s just more accurate,” Bill Walsh, senior vice president, integrated communications, AARP, said during a panel on untapped consumer segments at ADWEEK’s Brandweek Monday. “We’re seeing a shift away from this narrative based on fear and focused on medical and financial needs, and really focused on an active lifestyle.”
The study analyzed a random sample of over 1,000 online images and 500 videos featuring adults 50-plus from brands and thought leaders posted on news sites and social media with at least 2 million followers or readers. Political content was excluded.
Barbara Shipley, senior vp, brand integration at AARP, said the study is a follow-up to work that the organization did in 2018, and it was an opportunity to see how the industry, as well as the creative, media, and imagery, has changed. She added that it also helped AARP determine where to focus its energy.
“It’s important that popular culture recognizes the role it plays in shaping societal viewpoints, and ageism is something that we are here to tackle,” Shipley told ADWEEK. “At AARP, we say a lot that we are not here to fight aging. We are here to fight ageism.”
Shipley noted that the research isn’t a one-off study, but rather ongoing work that AARP is doing to make an impact.
“We’re an advocate for people 50-plus, and this is all part of an advocacy agenda to make sure the images that portray them and their segments are done with respect, inclusion, and a recognition of what’s happening today in aging, versus outdated stereotypes and dangerous cliches that are calcified in parts of our culture,” Shipley said.