New AARP Study Finds Positive Shift in Online Images of Older People

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them and their segments are done with respect, inclusion, and a recognition of what’s happening today in aging, versus outdated stereotypes and dangerous cliches that are calcified in parts of our culture,” Shipley said.

A new definition of aging

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.”