Some of the positive findings included images portraying aging people as more active than before. With 26% of people 50-plus shown in images as physically active, up from 15% in 2018, the narrative around aging is shifting from decline to vitality.

The research also found a significant increase in the depiction of adults 50-plus using technology. In 2023, 33% of images showed people 50-plus with tech devices, up from a mere 4% in 2018. This shift better reflects this age cohort, challenging outdated stereotypes and highlighting the reality of digital engagement.

Plus, the study found that nearly 80% of adults 50 and older want to remain in their communities and homes as they age—a trend that has been more reflected in media in recent years, with 73% of static images showing people at home versus 39% in 2018. Only 8% of static images showed people in a retirement community compared to 15% in 2018. The data suggest that retirement centers are less likely to be the visual shorthand for aging, with images elevating independence over medical worries or reliance on assistance.

“That is an absolute reality, as we talk about this every day,” Shipley said. “These are people who are discovering new things. They’re discovering new fashion. They’re discovering new music. They’re discovering new pop culture. This is a reflection that this is an audience that is still shaping a lot of what happens in our society.”

Room for improvement

However, the study found areas that still need improvement. 

Despite making up over one-third of the workforce, only 14% of images show adults 50-plus at work, virtually unchanged from 13% in 2018, per the research. According to AARP, the underrepresentation misses both what people 50-plus are adding to the economy and what long, satisfying careers are adding to their lives.

The AARP research also highlights a massive gap in representing mobility challenges among adults 50-plus. Only 1% of images show consumers with mobility aids, despite 12% of that age group regularly using a mobility device for assistance walking or navigating stairs.  

Additionally, there was a significant decline compared to 2018 in people 50-plus shown in a family situation (17% to 9%) or with their grandchildren (13% to 6%), which suggests a major opportunity to more accurately reflect an important source of joy and meaning for many over 50. This shift shows a need for the media to better represent important family roles and relationships, as these connections become more significant with age.

For Walsh, accurate representation isn’t simply a moral responsibility for brands and the media: It’s a question of the bottom line.

“Representing age authentically isn’t just about doing what’s right. It’s an economic imperative,” Walsh said. “This audience has such wealth that portraying them accurately and authentically in your advertising in the media is just good for business.”