Hi Readers, during the
Coronavirus Pandemic, we have read about policymakers and elected officials
suggesting that older adults sacrifice themselves for the economy. Die
for the Dow. As an older adult and a gerontologist, this
Utilitarianism dialogue is particularly disturbing, as it suggests no regard
for human life while considering only outcomes. It also suggests that
older adults are a drag on society and burdensome. I believe that
utilitarianism is not aligned with dignity and human rights. I believe that
older people are valuable assets to society. When you think of older people, what comes to mind? Some
people believe that older individuals are decrepit, forgetful, stinky, ugly,
and afraid of technology. Wrong!
Social distancing is a great time for completing projects
and today, I found an article I printed in 2006 related to an AARP project on
“Reimagining America” by capturing candid shots of older adults. They completed
the project in 2019 and are adding photos. Back in 2006, I also
printed the Curriculum Guide with suggested lecture/discussions. If
you wish to have a copy, please contact me, as it is still applicable to the
expanded collection.
I recommend accessing the
photos by clicking on the link below at the end of this post. They
represent a wide array of topics including health, economic security,
lifestyle, gender stereotypes, hobbies, employment, diversity, ethnicity, and intergenerational
activities. These will bring a smile to your face! It may even
challenge your opinions of older adults. AgeDoc
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 1,400-plus images designed
to paint a more accurate portrait of how people age in today’s society.
“80% of people over 50 say marketers assume their
lifestyle based on stereotypes.”
The media typically portrays
people over 50 as dependent or socially isolated, 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 $7.6 trillion in annual
economic activity.”
— AARP
Longevity Economy Analysis
According to AARP’s
Longevity Economy Analysis, people 50 and older generate $7.6
trillion in annual economic activity, and 62%
of them would consider switching to a brand that represents
people their age. Telling a new story of aging is good for business,
and The Disrupt Aging Collection can help solve a critical business
need.
AARP’s commitment to shape a new image of aging includes ongoing
research, as well as industry activities at Advertising Week New York, and will
continue with the release of the 2019 Longevity Economy® report in December
2019, and activations at CES and SXSW.”
To view, license and use the photos from The Disrupt Aging
Collection, visit gettyimages.com/collections/disruptaging.
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