In conjunction with AARP, Getty Images has announced a joint image venture known as The Disrupt Aging® Collection aimed at re-picturing aging.
Part of a broader commitment by both organisations toward changing how older people are depicted with respect to the advertising and marketing industries, the 1,400-piece Collection offers a more authentic look at how people in their 50s, 60s, 70s and beyond live.
“The images we see matter,” said Getty Images global head of creative insights Rebecca Swift.
“And yet every day, we’re bombarded with negative stereotypes of ageing that don’t represent our reality—and they have a huge effect on how we think, act and whether we develop emotional connections with brands. What we needed was imagery showing mature adults leading full lives.”
Citing The Disrupt Aging® Collection as the most recent example of Getty Images’ efforts toward providing more authentic and diverse imagery, Swift explained that the Collection fills a void by showcasing real people in everyday settings, reflecting modern realities that they are working longer, starting families later, raising children and grandchildren and acting as caregivers for multiple generations.
Proprietary AARP research demonstrated two-thirds of American adults 50-plus believe that media images are ageist, and 80 per cent of people 50-plus say that marketers assume their lifestyle based on stereotypes.
Furthermore, three in four women aged 50-plus feel people their age are underrepresented in media imagery, although they are frequently decisionmakers for their households. Another 51 per cent of that same group said they feel “invisible” in ads.
“At a time when imagery is the most widely spoken global language, it has never been more important to produce and promote visuals which are all at once inclusive, diverse and authentic,” Swift said.
Over the last several years, Getty Images has taken steps to diversify its creative content in terms of gender, ethnicity and disability, with Swift citing age as the “fourth pillar” which she believes will increasingly be part of the broader inclusivity conversation moving forward.
Armed with AARP’s insights, Getty Images developed guidelines for its contributing photographers which emphasised the need for imagery highlighting positive ideas like fun, friendship and success.
Demand for this content is also on the upswing. Globally, Getty Images has seen a significant increase in customer searches for people of retirement age. Searches for “senior/seniors” increased 151 per cent year-over-year from June 2018 to June 2019.
The largest, and perhaps most notable shifts relate to the emotional health of older people, Swift said. Searches for fun with friends and family, happy and celebratory moments that involve others have been trending with increases two to tenfold year-over-year.
Diversity in advertising likely holds universal appeal as well, as AARP research found that 71 per cent of Americans 18-plus are more likely to buy from brands that feature a mix of ages in their ads. Something Boudreau referred to as a “win-win” for businesses.
Swift called upon brands of all kinds to take note: “Anyone who has a role in creating, distributing and selecting imagery at any level and in any industry has the ability—and responsibility—to better represent the diverse audiences they are speaking to.”
Following the announcement of Prince Philip’s death last week, many businesses, broadcasters and individuals paid tribute to the Duke of Edinburgh. Some Australian viewers were upset to find the ABC opted not to broadcast British crime drama Vera, instead choosing to cover Philip’s death. Similarly, many were amused to hear a techno dance music mashup on […]
In this guest post, Wavemaker’s national strategy partner, James Boardman (pictured below), talks addressable priming and why it’ll be the end of average and the peak of creativity in media planning… For my entire career media plans have contained a large amount of average. I’m not talking about the quality of my planning skills (although […]
Apple’s new approach to digital advertising is set to go ahead in a matter of weeks, with advertisers warned to think about user privacy first. Previously, companies that sell mobile ads have relied on Apple’s IDFA (“identifier for advertisers”) as a way to identify specific users and offer targeted ads. But with Apple continuing to […]
As programmatic digital out of home (pDOOH) continues to help advertisers enhance their existing campaigns, digital outdoor media experts, QMS, is already seeing results pay dividends with the latest campaign for a Tourism and Travel sector client delivering over 2,000 tourist visitors who can be directly attributed from their exposure of the pDOOH campaign. The […]
For years now, Apple users have located misplaced iPhones and other Apple devices via the Find My app. In case you haven’t used it before, Find My tracks the locations of iPhones, iPads, laptops and even AirPods, meaning the whereabouts of each device will come up on a map if it’s ever lost. The app […]
Commonwealth Bank and the sport’s governing body, Football Australia, announced today that CBA will become the official naming rights partner and bank of the national women’s team, the Matildas, Junior Matildas and Young Matildas from August 2021. M&C Saatchi Sport & Entertainment supported Commonwealth Bank to bring the partnership together with Football Australia, and looks […]
Facebook Australia is celebrating Ramadan with a range of initiatives including Lives, Reels, IGTV and more. To launch the initiative, Facebook has partnered with a number of Muslim creators and organisations, who will be sharing their perspectives of the holy month on both Facebook and Instagram. Facebook says the 30 days of content is part […]
Netflix’s real-time streaming service, launched in France, provides an unexpected alternative to television as the platform also announced a new deal with Sony. The program, called ‘Direct’, is a real-time service with a stream that covers five days, to prevent repeat programming. It was announced in November 2020 originally and rolled out fully in December […]
The Economist Intelligence Unit (EIU), a division of The Economist Group, has announced the launch of “EIU Viewpoint”, a new digital product that combines the EIU’s expert political insights, policy analysis, and economic outlook with forward-looking forecasts and proprietary data. “EIU Viewpoint” helps businesses, academics, governments, and financial institutions stay ahead of the shifting global […]
Adelaide-based creative agency KWP! brings more than one hundred volunteers together in an onscreen battle against life threatening diseases for the sequel to The Hospital Research Foundation (THRF) Group’s ‘Together Fight’ campaign. Two 30-second TVC’s feature the return of ‘The Beast’, who comes up against a young patient and army of real-life patients, researchers, staff […]