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New AARP Research Shows Positive Shift in Online Images of Older Adults, While Highlighting Need for Further Improvement

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2 years ago

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An Analysis Comparing Images From 2018 to 2023 Reveals the Strengths and Limitations in How Aging Is Portrayed in Media and Marketing

WASHINGTON, Sept. 24, 2024 /PRNewswire/ — A new AARP study reveals a positive shift over the past five years in how adults 50-plus are portrayed online. Overall, negative sentiment in online media and marketing images dropped from 28% in 2018 to just 10% in 2023.

The 50-plus population is pictured as more active and independent, less fearful, and more likely to use technology, reflecting a growing recognition of older adults’ active lifestyles and valuable engagement in society.

At the same time, challenges remain. Images of adults age 50-plus in the workplace remained unrealistically rare, while depictions of this age group spending time with family actually fell over the past five years.

“At AARP, we have been leading the fight to combat ageism in marketing and media imagery, and it looks like the creative industry is starting to really listen,” said AARP Chief Communications and Marketing Officer Martha Boudreau. “As the old saying goes, a picture is worth a thousand words. In the age of social media, and with the ubiquity of advertising across people’s daily lives, this is more true than ever. The images we see shape what we think and can even influence how we act towards one another. Progress has been made in improving how 50-plus adults are portrayed but we still have a lot of work to do. Studies like these point the way forward and give us a solid roadmap for how to continue to make things better.”

The study analyzed a random sample of over 1,000 online images and 500 videos featuring adults 50-plus from brands and thought leaders posted on news sites and social media with at least two million followers or readers. Political content was excluded.

Positive improvements include:

Aging is more active than before: The portrayal has moved from fear-based, with an emphasis on financial and medical themes, to active and healthy lifestyles. With 26% of people 50-plus shown in images as physically active, up from 15% in 2018, the narrative around aging is shifting from decline to vitality.Tech users of every age: The research shows a dramatic increase in depictions of adults 50-plus using technology. In 2023, 33% of images showed people 50-plus with tech devices, up from a mere 4% in 2018. This shift better reflects this age cohort, challenging outdated stereotypes and highlighting the reality of digital engagement.Aging in place: Nearly 80% of adults 50-plus want to remain in their communities and homes as they age, and this trend has been more prominently reflected in media in recent years, with 73% of static images showing people at home vs. 39% in 2018. Just 8% of static images showed people in a retirement community compared to 15% in 2018. It’s a sign that retirement centers are less likely to be the visual shorthand for aging, with images elevating independence over medical worries or reliance on assistance.

Opportunities for further improvement include:

Older adults in the workplace: Despite making up over one-third of the workforce, only 14% of images show adults 50-plus at work, virtually unchanged from 13% in 2018. This underrepresentation misses both on what people 50-plus are adding to the economy and what long, satisfying careers are adding to their lives.Mobility challenges: AARP’s Media Landscape Review highlights a significant gap in representing mobility challenges among adults 50-plus. Only 1% of images show consumers with mobility aids, despite 12% of adults 50-plus regularly using a mobility device for assistance walking or navigating stairs. Multi-generational families: There was a significant decline compared to 2018 in people 50-plus shown in a family situation (17% to 9%) or with their grandchildren (13% to 6%), suggesting a major opportunity to more accurately reflect an important source of joy and meaning for many over 50. This shift suggests a need for the media to better represent important family roles and relationships, as these connections become more significant with age.

The research tracked still images and video content, with video proving to be more successful at showing adults 50-plus interacting with others, outside the home and using technology.

Learn more about this study at AARP.org/50plusmedia.

About AARP
AARP is the nation’s largest nonprofit, nonpartisan organization dedicated to empowering Americans 50 and older to choose how they live as they age. With a nationwide presence, AARP strengthens communities and advocates for what matters most to the more than 100 million Americans 50-plus and their families: health security, financial stability and personal fulfillment. AARP also works for individuals in the marketplace by sparking new solutions and allowing carefully chosen, high-quality products and services to carry the AARP name. As a trusted source for news and information, AARP produces the nation’s largest circulation publications, AARP The Magazine and AARP Bulletin. To learn more, visit www.aarp.org/about-aarp/, www.aarp.org/español or follow @AARP, @AARPenEspañol and @AARPadvocates on social media.

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SOURCE AARP

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LEAP Group Relaunches HumanView, a Growth Intelligence System Built to Explain Why Customers Behave the Way They Do

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3 hours ago

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October 24, 2026

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Reimagined from the ground up, HumanView pairs statistical modeling with expert analysts to turn millions of real-world customer signals into business decisions

LOUISVILLE, Ky., Oct. 23, 2026 /PRNewswire/ — LEAP Group today announced the relaunch of HumanView, its growth intelligence service. The new version has been rebuilt from the ground up and now has a dedicated home at leapgroupnetwork.com/humanview.

HumanView analyzes what customers say and do across social platforms, e-commerce sites, review platforms, search behavior and user-generated content, including signals from Reddit, TikTok, YouTube, Meta, Amazon and Walmart+ that general AI tools cannot always access. Because the data reflects unprompted, real-world behavior, it avoids the response bias built into surveys and focus groups.

The service works in three layers. HumanView captures signals at scale, decodes millions of records through validated statistical models such as regression, correlation and clustering, and then relies on experienced analysts to interpret the patterns. Clients receive clear, human-validated insights instead of another dashboard.

“Machines find the patterns. Humans find the point,” said Alan Gilleo, CEO at LEAP Group. “The first version of HumanView showed us how much customers reveal when nobody is asking them questions. This version is built to explain why they act the way they do, and to put those answers in front of everyone making decisions, from product to service to marketing.”

HumanView focuses on three areas:

Growth Intelligence: customer motivations and how people perceive a brand and its competitors

Market and Category Intelligence: product pain points, service friction, unmet needs and competitive gaps

Audience Intelligence: new segments, positioning opportunities and gaps in the market

Every model is designed and validated by data scientists and benchmarked before it informs a recommendation.

To learn more about HumanView, visit leapgroupnetwork.com/humanview.

About LEAP Group
LEAP Group is a boutique marketing agency holding company with offices in Louisville, Indianapolis, Cincinnati and Chicago. Guided by the belief that brands should “Market Less. Matter More.,” LEAP gives clients access to specialized experts across its entire network. Learn more at leapgroupnetwork.com.

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SOURCE LEAP Group

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STEPHEN A. SMITH ADDRESSES WHITE HOUSE DINNER ATTENDANCE, REAFFIRMS COMMITMENT TO HBCUs AND PROTECTING CORPORATE INVESTMENT IN BLACK EDUCATION

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4 hours ago

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October 24, 2026

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NEW YORK, Oct. 23, 2026 /PRNewswire/ — Stephen A. Smith, media mogul, New York Times bestselling author, and proud 1991 graduate of Winston-Salem State University, is addressing the public discussion surrounding his decision to attend a White House dinner with President Donald Trump, emphasizing his commitment to the long-term financial stability of Historically Black Colleges and Universities (HBCUs).

For Smith, the decision was rooted in a commitment to institutions that have educated generations of Black leaders, professionals, entrepreneurs, and public servants.

“I will always advocate for HBCUs and the students whose futures depend on them,” Smith said. “My reason for attending the White House dinner was to discuss the challenges these institutions face in securing long-term funding and to make the case that corporate America must continue to invest in them.”

Smith acknowledged federal support through the FUTURE Act while expressing concern that political tensions surrounding diversity, equity, and inclusion (DEI) could discourage private companies from supporting HBCUs. He maintains that these institutions deserve sustained corporate partnerships, philanthropic contributions, and public investment.

“If we truly believe in free-market capitalism, businesses should be able to support educational institutions and charitable causes without fear of criticism or repercussions,” Smith said. “HBCUs have made extraordinary contributions to this country. They deserve sustained public and private investment.”

Ashley Christopher, Esq., Founder and CEO of the HBCU Week Foundation, recognized Smith’s advocacy and decision to engage with the administration.

“Stephen A. Smith has been a powerful advocate for HBCUs, using his platform and influence to shine a national spotlight on our institutions,” expressed Christopher, “His continued support of HBCU Week helps advance our mission of connecting students with life-changing educational opportunities, and we are proud to have him as our ambassador.”

Since Smith became an HBCU Week Ambassador in 2019, the initiative has facilitated more than 15,000 on-the-spot college acceptances and raised and awarded more than $150 million in scholarships, according to the HBCU Week Foundation.

As public discussion continues, Smith is emphasizing the importance of ensuring HBCUs have the resources and partnerships needed to educate future generations and expand opportunities for students.

CLICK HERE to watch Smith’s full response to his White House visit.

MEDIA CONTACT:

media@mrsasinc.com

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SOURCE Straight Shooter Media

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Advantex Announces Completion of Financing and Extension of Maturity Date of Previously Issued Debentures

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4 hours ago

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October 24, 2026

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TORONTO, Oct. 23, 2026 /CNW/ — Advantex Marketing International Inc. (CSE: ADX) (“Advantex”), a leader in the merchant cash advance and loyalty marketing products for merchants, today announced the completion of a $250,000 secured debt financing. Advantex issued a $250,000 non-convertible debenture which bears an interest rate at 12% per annum and matures December 15, 2027. The proceeds raised from this issuance of the Debenture will be used for working capital purposes.

Advantex has also extended the maturity of its existing $700,000 in 12% secured debentures from October 10, 2026 to December 15, 2027.

About Advantex Marketing International Inc.

Advantex provides working capital to merchants. Advantex also provides specialized marketing programs that enable members of Aeroplan to earn Aeroplan points at participating merchants.

Advantex shares trade on the Canadian Securities Exchange under the symbol ADX. For more information go to Advantex’s profile on www.sedar.com

Forward-Looking Information

This news release contains “forward-looking statements” within the meaning of applicable securities laws relating to the future business and operations of Advantex. Actual results and developments may differ materially from those contemplated by these statements. The business and operations of Advantex described herein is dependent on a number of factors and is subject to a number of risks and uncertainties. Factors that could cause actual results to differ material include, but are not limited to, changes in Advantex’s economic and competitive conditions including but not limited to the industry sectors in which Advantex operates.

The statements in this news release are made of the date of this release. Forward-looking statements are made based on management’s beliefs, estimates and opinions on the date the statements are made and Advantex undertakes no obligation to update forward-looking statements if these beliefs, estimates and opinions or other circumstances should change, except as required by applicable law.

SOURCE Advantex Marketing International Inc.

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