In a youth obsessed culture, representation of older people in advertising is too often occasional or stereotyped, leaving many feeling invisible and others fearing the ageing process, fighting to stay young forever. In recent years we’ve started seeing more brands use older people as part of their campaigns without discrimination. At times it can still feel gimmicky or attention grabbing but often it’s a genuine step forward to demonstrate to ageing customers that their brand sees they are very much the same, just older. This is a crucial shift—not just for advertising but for the way we think about ageing in society. Representation is critical.
"Runners aren't normal' - New Balance's campaign celebrating runners of all kinds. Image credit: New Balance
Bold with a statement - thank you L'Oréal and Helen Mirren. Image credit: L'Oréal
Kith is renowned for its distinctive casting choices in their advertising. Here's Ken Watanabe for their winter 2024 campaign. Image credit: Kith
Studies done by Dr. Becca Levy suggest that people who hold ageist views live, on average, 7.5 years less than those who embrace ageing with a more positive outlook. So, how we see ageing—both in the media and within ourselves— truly matters.
Why the shift? On one level, it’s an obvious business move. Older consumers represent a massive, largely untapped market. With global purchasing power well into the $15 trillion (as estimated by Boston Consulting Group), these consumers are an economic force that can no longer be ignored and they are loyal customers too. It's no surprise that brands are waking up to the fact that older people aren’t just passive viewers—they’re active participants in the consumer world. But beyond the commercial angle, there’s a more meaningful reason: by representing older adults authentically, brands are contributing to a broader, more inclusive conversation about ageing.
By showcasing older adults in campaigns, brands are cultivating authenticity and fostering a more inclusive, nuanced cultural narrative around ageing. After all, we don't live or age the same so why group all old people together? For this shift to be meaningful, representation has to be genuine. Older people are not monolithic—they are just as diverse as any other age group, with different needs, desires and stories. Brands need to move beyond age tokenism and start portraying it as a part of the rich, multi-faceted experience of being human.
Charlotte Rampling at 78 and has been a muse for YSL since the 1970s. Six decades later she's making suits look more desirable than ever. Image credit: Saint Laurent
Yes, a little cheeky but... hot. Image credit: Burger King
For too long, ageing has been framed as a decline—something to dread, something to avoid. This narrative is reinforced over and over, every time see an older person depicted in advertising as frail, tired and largely irrelevant. But research tells us that those unconscious negative beliefs we hold about growing older can actually take years off our lives. Studies done by Dr. Becca Levy suggest that people who hold ageist views live, on average, 7.5 years less than those who embrace ageing with a more positive outlook. So, how we see ageing—both in the media and within ourselves— truly matters.
Behind the scenes, advertising agencies need to make sure that people of all ages are represented across the entire creative process, from strategy and direction to design and production. It’s essential that older voices are part of the creative process, and experienced perspectives are integrated into how we shape culture. The more we diversify the teams creating these ads, the more authentic the final product will be.
The message is simple: older generations are not a niche market or a passing trend—they’re an integral part of society, with interests and influence that deserve to be seen. And in this world of fast-moving trends, this kind of representation is not just about inclusivity, it’s about evolution. The more we see older people depicted in a real, relatable, and aspirational ways, the more we normalise the idea that age isn’t something that defines us but rather adds depth to our ongoing journey. After all, it’s still all of us, just with more years.
Learning new things, including coding, can be ageless too - watch this inspiring ad for The Social Hub. Image credit: The Social Hub
Casting "regular" people as models and telling their stories is part of fashion brand Drake's inspiring communications strategy. Image credit: Drake's
This is an opinion piece by the editorial team at TLOA.
Views and opinions expressed by authors and contributors on this website are their own and do not necessarily reflect the views and opinions of the publisher.
