Rethink, Reshape the Image of Aging

AARP Wants to Disrupt the Image of Aging

Launch of The Disrupt Aging Collection is part of multi-year initiative
AARP is intensifying its work aimed at rejecting the stereotypes associated with aging in media. As part of a multi-year initiative, the organization is pressing brands, designers, ad agencies and other industry players to change their immediate and long-term attitudes in order to overcome the misconceptions of aging portrayed in ads. Today, in collaboration with Getty Images, AARP launches The Disrupt Aging Collection, a library of nearly 14,000 images designed to paint a more accurate portrait of how people age in today’s society. Getty Images Getty Images

80% of people over 50 say marketers assume their lifestyle based on stereotypes

— The media typically , which can perpetrate dangerous assumptions and fear among younger generations and consumers. In reality, older adults are in a stage of life that has endless possibilities, so it’s critical that marketers and product developers avoid clichés and recognize that an aging population can be a key driver of economic growth and innovation. Images in The Disrupt Aging Collection reflect older adults who are working longer, starting families later, raising children and grandchildren, and acting as caregivers for multiple generations. They’re living vibrant lives full of travel, entertainment, dating, and technology. They’re buying beauty products and want clothes that make them look and feel good. They’re living their lives surrounded by people of all ages every day.

People 50 and older generate $8 3 trillion in annual economic activity

— AARP Longevity Economy Outlook
According to , people 50 and older generate $8.3 trillion in annual economic activity, and The Disrupt Aging Collection To view, license and use the photos from The Disrupt Aging Collection, visit
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