According to AARP's recent research, negative depictions of Americans aged 50 and older have significantly decreased from 28% in 2018 to 10% in 2023, demonstrating a shift in societal attitudes toward older adults in media and marketing.
Martha Boudreau of AARP noted, 'As the old saying goes, a picture is worth a thousand words... The depiction of these older adults is not an innocuous element, since depictions in culture and advertising tend to reflect and validate the perceptions people have of a topic.'
Despite strides in reducing negative sentiment, challenges persist, particularly in representing older adults in the workplace. The decline in images of older adults with family also signals the need for continued advocacy in age representation.
Boudreau emphasizes the ongoing efforts needed, stating, 'Progress has been made in improving how 50-plus adults are portrayed but we still have a lot of work to do. Studies like these point the way forward...'}
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