New Study from AARP and FrameWorks Institute Reveals Powerful Role of Imagery to Influence Consumer Attitudes

Oct 26, 2022

AARP and the FrameWorks Institute released a new study, Reframing Aging Through Images that concluded communicators of all types have the power to shape people’s attitudes around aging simply based on the images they utilize.

The study of adults 18 and older found that images that show older adults working, engaging with other people and being active in everyday situations, such as walking or exercising, can have a positive impact on attitudes about aging. Conversely, images that show older people needing help with technology or demonstrating extraordinary physical feats, such as skydiving or surfing, can have a negative impact.

“Reframing Aging Through Images” emphasizes the importance of using authentic portrayals and avoiding stereotypes and encourages using imagery that shows older people engaged in genuine, active environments in media.

Activating positive concepts of aging may help to destigmatize growing older for everyone, the study found. For example, images of older adults in work settings can improve attitudes on aging more than images of older adults in community settings or at home. But, previous AARP research revealed that while 1 in 3 people in the U.S. labor force are 50 and older, only 13% of images showed this age group in a work setting.

Other notable findings from the new study include:

  • Images that depict older people in positive settings, engaged in positive activities
    improve attitudes on aging more than those with a negative effect.
  • Images of older adults who are physically active doing common recreational activities
    improve attitudes on aging more than images of older adults achieving unexpected
    physical feats.
  • Images of unexpected physical feats actually increased respondents’ agreement with
    negative stereotypes about older adults’ ability to live a full life.
  • Images of older adults with limited mobility who are engaged with others improve
    attitudes on aging more than images in which they have limited mobility and are alone or isolated from others.
  • Images of older adults uncomfortable with technology worsen attitudes on aging more than images where they appear to be comfortable with technology. Adults ages 35 to 49 were most likely to have a positive change in attitude after exposure to more authentic images of aging.
  • Men responded more positively to images of older adults in work settings than their