Ageism in Ads – What Has Changed in Five Years

As you all know, I am usually talking about how prevalent ageism is in marketing. And, it’s true – marketers as a whole are out of touch with the realities of 100 million people over the age of 50 in this country. 

But wait, there’s some good news that I must share!

AARP just released a new study that shows ageism in media and marketing has declined. Yes, declined. And, the report confirms that we are seeing a positive shift in how people 50-plus are being portrayed in popular imagery.

Overall, negative consumer sentiment about online images has dropped from 28% in 2018 (when we did our last study of the topic) to just 10% in 2023. In other words, people aren’t complaining as much about not feeling accurately represented in marketing images. That is real progress, and it comes on the heels of a concerted effort by AARP and others to sound the alarm on ageism in the media. Alongside other brand leaders, we have been calling for the marketing industry to wake-up to its outdated notions of how older consumers live in 2024.

According to our research, the 50-plus population is shown in a greater amount of imagery that depict consumers who are more active, more independent, less fearful, more likely to use technology. And, by the way, they are increasingly showing older consumers as interested in fashion and beauty. All this reflects a better understanding by the marketing and media industries about the reality of being over 50 in America today.

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. It excluded political content.

The data show that many of the tastemakers we have been in conversation with over the past few years are listening and have recognized the importance of creating realistic portrayals of this powerful demographic.

Diving into the details, we see that adults 50-plus are being shown as more active than ever: 26% of images show physical activity, up from 15% five years ago. In 2018, only 4% of adults 50-plus were shown using technology. Last year, that number jumped to 33%! This is a massive increase in an industry that is vitally important for consumers. Clearly marketers need to align with this enormous consumer base.

Overcoming one of the biggest stereotypes we have fought against, the study showed that 73% of images showed older adults at home, as opposed to in retirement communities or medical settings. That was also a big jump from 2018, when just 39% of images were set in people’s homes. 

Of course, progress is not the same as perfection. We still have a lot of work to do.

Despite making up more than one-third of the workforce, only 14% of images show adults 50-plus at work – virtually unchanged from 13% in 2018. This misses the reality that workplaces are increasingly intergenerational, and people are having longer careers than ever.

There was also a decline in people 50-plus shown with their families: 17% in 2018 and just 6% in 2023. This fails to capture the vital role that parents and grandparents play in their families’ lives over the years.

As the old saying goes, a picture is worth a thousand words. In the age of social media, and with the ubiquity of advertising across people’s daily lives, this saying is more true than ever. The images we see shape what we think and can even influence how we act towards one another.

That’s why authentically and accurately representing adults 50-plus in media and marketing is essential. These images are the inputs we use to form perceptions (and even expectations) that guide the decisions we make about our lives, not just the products we purchase.

At AARP, we take our role seriously as we work to promote helping to engage positively with the industry to improve how these popular images are created. We know what ageism looks like and we now know what progress in the fight against ageism looks like.

The challenge before us is to keep this dialogue open and to keep reinforcing the reality of being over 50 and hopefully, five years from now, we will see even greater success.