AARP and Getty Images challenge marketers to move beyond ageist stereotyping

Research from the non-profit American Association of Retired Persons and the image and video provider Getty Images has demonstrated that marketers should be depicting older consumers in different ways from in the past.

When it comes to depictions of older consumers, many advertisers are stuck in their ways.

That was the main insight from a survey by the American Association of Retired Persons (AARP), a non-profit organization focused on empowering consumers aged 50 and above, and an analysis of senior imagery conducted by Getty Images, a supplier of pho

WARC subscribers can sign in to keep reading

Not a subscriber?

WARC helps you to plan, create and deliver more effective marketing

  • Prove your case and back-up your idea

  • Get expert guidance on strategic challenges

  • Tackle current and emerging marketing themes

WARC consistently delivers valuable insights that help to make me look like an expert in front of my colleagues and clients.

Dasha Boryso
Strategy Partner, Fetch

You’re in good company

We work with 80% of Forbes' most valuable brands* and 80% of the world's top top-of-the-class agencies.

* Top 10 brands