These are the biggest mistakes brands and advertisers are making when trying to reach older women

The biggest mistakes made by brands and advertisers include showing women in their 50s ‘wearing old-fashioned clothing’ or ‘kooky & struggling with menopause’, new survey results reveal.  The online poll conducted by the Centre for Ageing Better and Ageism Is Never In Style® by The Bias Cut also reveals women in their 60s were concerned about being painted as ‘lonely and lacking in relationships’, while those in the 70s and 80s hated being shown as ‘frail’ or ‘lonely’. Over half (55%) of UK women over 18 told the online poll…

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New collection of images highlights diverse experiences of ageing across England 

The Centre for Ageing Better is partnering with Independent Age to share new photos that exhibit the diversity of people aged 50 and over in England as part of its Age-positive Image Library.  The collection, which can be found on Ageing Better’s website, aims to improve depictions of older people with different life experiences, highlighting people living across diverse communities and from a range of socio-economic backgrounds. More than 500 new photos are included alongside the stories of those depicted to amplify participants’ voices and enhance the visibility of the…

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New photography competition launched to challenge stereotypical depictions of older people 

The Centre for Ageing Better and Alamy are launching an exciting new competition encouraging photographers to capture positive images of people aged 50 and over. The competition looks to build on the successes of Ageing Better’s Age-positive image library which contains over 2,000 images. The photos have been downloaded over 100,000 times. The competition is an opportunity for photographers to showcase their style and produce inclusive imagery that avoids the stereotyping and objectifying of older people and the portrayal of ageing as a wholly negative experience – something commonly seen in…

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NCVO and Centre for Ageing Better partner to increase age-friendly inclusive volunteering in England

NCVO has announced that it will partner with the Centre for Ageing Better to support its efforts to increase age-friendly inclusive volunteering in England. NCVO will do this through the delivery of training and the creation of an action learning group of ‘advocates for age-friendly inclusive volunteering’. NCVO will recieve a grant amount of £28,000 and the project will run until March 2023. This new partnership with NCVO seeks to build on the legacy of Centre for Ageing Better’s review of volunteering and community contributions in later life, carried out…

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Centre for Ageing Better launch report on portrayals on how the media portrays ageing

Media portrayals of later life are overwhelmingly negative, according to a new report by the Centre for Ageing Better, with print media, entertainment and advertising promoting damaging stereotypes of older people.   The print media tends to represent the age shift in the population as a crisis or a societal burden, according to the report, with the ageing population described using metaphors like “grey tsunami”, “demographic cliff” and “demographic timebomb”. Often, older people are depicted as “villains” unfairly consuming too many of society’s resources. This language also contributes to the process of ‘othering’…

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