Getty Images presents the "Disrupt Aging Collection"
With its «Disrupt Aging Collection,» Getty Images is introducing a collection of images designed to combat age-related stereotypes and promote a different portrayal of aging in the media and advertising.
Picture: Kohei Hara / Getty Images
The collection, which comprises a total of 1,400 images, is part of a broader commitment by Getty Images and the American Association of Retired Persons (AARP). The aim is to change the way older people are portrayed in advertising and marketing. The collection therefore offers an authentic insight into the lives of people over 50.
"The images we perceive are extremely relevant," says Rebecca Swift, Global Head of Creative Insights at Getty Images. "And yet every day we are bombarded with negative stereotypes about ageing that don't represent our reality. They have a huge impact on how we think, act and whether we develop emotional connections with brands. That's why we needed images of older people leading fulfilling lives."
"The collection counters stereotypes and reflects the reality of aging today," says Martha Boudreau, Director of Communications and Marketing at AARP. "The collection shows people over 50 at work, traveling or in their free time - living an active, healthy life. This is an important step in helping brands authentically represent this huge demographic."
The "Disrupt Aging Collection" is the latest example of Getty Images' efforts to provide authentic and diverse images. The collection fills a gap by showing real people in everyday settings and reflecting modern realities: People are working longer hours, starting families later in life, raising children and grandchildren, and acting as caregivers for multiple generations.
In recent years, Getty Images has taken steps to diversify creative content in terms of gender, ethnicity and disability. In May 2019, for example, the "Disability Collection" celebrated its first anniversary (Werbewoche.ch reported). According to Swift, age is the "fourth pillar" that will increasingly become the focus of discussion.
Image: Hinterhaus Productions / Getty Images
Rising demand
Demand for this content is also on the rise. Getty Images recorded a significant increase in customer searches for people of retirement age worldwide. In Germany, searches for "seniors / seniors" increased by 158 percent year-on-year from June 2018 to June 2019.
The biggest and perhaps most notable changes relate to the emotional health of older people. Searches for images depicting fun with friends and family, happy and celebratory moments have increased by a factor of five to 47 compared to the previous year.
Swift urges brands across all industries to take note: "Everyone who plays a role in the creation, distribution and selection of images at every level and in every industry has the ability - and the responsibility - to more authentically represent the diverse audiences they are speaking to."
