Sep 24, 2024   SOURCE: PR NewsWire

New AARP Research Shows Positive Shift in Online Images of Older Adults, While Highlighting Need for Further Improvement

An Analysis Comparing Images From 2018 to 2023 Reveals the Strengths and Limitations in How Aging Is Portrayed in Media and Marketing

WASHINGTON, Sept. 24, 2024 /PRNewswire/ -- A new AARP study reveals a positive shift over the past five years in how adults 50-plus are portrayed online. Overall, negative sentiment in online media and marketing images dropped from 28% in 2018 to just 10% in 2023.

The 50-plus population is pictured as more active and independent, less fearful, and more likely to use technology, reflecting a growing recognition of older adults' active lifestyles and valuable engagement in society.

At the same time, challenges remain. Images of adults age 50-plus in the workplace remained unrealistically rare, while depictions of this age group spending time with family actually fell over the past five years.

"At AARP, we have been leading the fight to combat ageism in marketing and media imagery, and it looks like the creative industry is starting to really listen," said AARP Chief Communications and Marketing Officer Martha Boudreau. "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 is more true than ever. The images we see shape what we think and can even influence how we act towards one another. 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 and give us a solid roadmap for how to continue to make things better."

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 two million followers or readers. Political content was excluded.

Positive improvements include:

    --  Aging is more active than before: The portrayal has moved from
        fear-based, with an emphasis on financial and medical themes, to active
        and healthy lifestyles. 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.
    --  Tech users of every age: The research shows a dramatic increase in
        depictions 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.
    --  Aging in place: Nearly 80% of adults 50-plus want to remain in their
        communities and homes as they age, and this trend has been more
        prominently reflected in media in recent years, with 73% of static
        images showing people at home vs. 39% in 2018. Just 8% of static images
        showed people in a retirement community compared to 15% in 2018. It's a
        sign that retirement centers are less likely to be the visual shorthand
        for aging, with images elevating independence over medical worries or
        reliance on assistance.

Opportunities for further improvement include:

    --  Older adults in the workplace: 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. This underrepresentation misses both on what
        people 50-plus are adding to the economy and what long, satisfying
        careers are adding to their lives.
    --  Mobility challenges: AARP's Media Landscape Review highlights a
        significant gap in representing mobility challenges among adults
        50-plus. Only 1% of images show consumers with mobility aids, despite
        12% of adults 50-plus regularly using a mobility device for assistance
        walking or navigating stairs.
    --  Multi-generational families: 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%), suggesting a major opportunity to more
        accurately reflect an important source of joy and meaning for many over
        50. This shift suggests a need for the media to better represent
        important family roles and relationships, as these connections become
        more significant with age.

The research tracked still images and video content, with video proving to be more successful at showing adults 50-plus interacting with others, outside the home and using technology.

Learn more about this study at AARP.org/50plusmedia.

About AARP
AARP is the nation's largest nonprofit, nonpartisan organization dedicated to empowering Americans 50 and older to choose how they live as they age. With a nationwide presence, AARP strengthens communities and advocates for what matters most to the more than 100 million Americans 50-plus and their families: health security, financial stability and personal fulfillment. AARP also works for individuals in the marketplace by sparking new solutions and allowing carefully chosen, high-quality products and services to carry the AARP name. As a trusted source for news and information, AARP produces the nation's largest circulation publications, AARP The Magazine and AARP Bulletin. To learn more, visit www.aarp.org/about-aarp/, www.aarp.org/español or follow @AARP, @AARPenEspañol and @AARPadvocates on social media.

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SOURCE AARP