Later life can be full of opportunity, reinvention, love, and new experiences, yet these stories of joyful aging are not often told in today’s media. Older adults lack adequate representation, and on the rare occasions when they are included in ads, films, television shows, or social media, they are often stereotyped in ways that portray aging as extremes: either frail and frumpy or unrealistically vigorous.

Television, films, and digital media influence how we see others — and how we see ourselves. Accurate, authentic representation can break down barriers, open us to new ideas, create powerful role models, and even be a source of inspiration.
Representation of younger generations more realistically portrays the spectrum of their lives, encouraging them to be more adventurous in their life choices and driving their consumer behavior. Comparable representation does not exist for older adults, and this stark lack of depictions does little to illuminate the genuine, common, and extraordinary ordinary experiences of aging.

Despite making up more than half of consumer spending in the United States, older adults are yet to be accurately reflected in the products and services that target them. By leading the charge in developing new and abundant content featuring older adult creators, we can build robust marketing channels, uncover new product categories, and even inspire purchase behavior to support this new, reimagined life that awaits the older generation.

Despite making up more than half of consumer spending in the United States, older adults are yet to be accurately reflected in the products and services that target them.

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