• Nearly 7 in 10 (67%) agreed that media representation of older people creates unhelpful stereotypes
• Themes of ill health, vulnerability and frailty dominate
• 4 in 5 65–90-year-olds do not feel media coverage of older people is varied and diverse
• “Pensioner” is the most common term use to describe older people in news articles
• There is appetite for change – with 67% wanting more positive stories about older people
London, 28 March 2023: A new study, commissioned by Retirement Villages Group (RVG), has exposed persistent and prevalent ageism in the way older people are represented in British media and popular culture.
The study assessed the language and images used to describe and depict older people in a representative sample of more than 40 newspapers, lifestyle magazines, adverts, and popular soaps. It found themes of ill health, vulnerability and frailty dominated the newspapers, with 43% of newspaper extracts analysed describing older people as “vulnerable” and 24% using the terms “frail, vulnerable or ill” .
In advertising, older people are typically shown in a domestic setting (18 out of 25 ads reviewed), in familial, non-working roles and, in lifestyle media, they are typically featured in ads about deteriorating health or inheritance.
5 in 25 of the adverts assessed featured an older woman in pearls, 16 in 25 showed an older person sitting down, with 19 in 25 adverts using an armchair or sofa.
“Most older characters in soaps are styled in cardigans, woolly jumpers, barber jackets and chinos”
In popular soaps such as Coronation Street, Emmerdale and Eastenders, older people were found to be often portrayed as “out of touch”, “at logger heads” with younger generations or as “a bit of a joke”. Overall, Coronation Street was deemed the best example of positive representation of older people amongst the soaps, although most were found to style older characters in ways which reinforce negative or narrow stereotypes about how people look and dress in later age.
Additional research amongst the British public found that the presentation of older people on these channels is highly influential to the way they are perceived in society. Around 1 in 4 people cite media as a contributing factor to their views on old age (26% TV and 23% newspapers). 2 in 3 (67%) agree that media representation of older people creates unhelpful stereotypes and 92% stated they do not think that older people tend to be depicted in a fair and accurate way in the imagery used in media and advertising.
Retirement Villages Group (RVG), who commissioned the study carried out by agency Boomer & Beyond, asserts that if ageist stereotypes continue unchallenged, they will act as a barrier to the critical changes that are needed to support our growing, ageing population to integrate and live positive, independent, and active lives for longer.
Will Bax, CEO of Retirement Villages Group, said:
“It’s time to address the blinding misperceptions regarding older people in our society. I see an endemic stigma towards ageing and old people, which too often acts as a barrier to the essential change which could unlock many of the social, economic, and political challenges we face as a nation.
“We think that these stereotypes are getting in the way of opportunities for thousands of our elders to live independent, active, connected lives for longer. I believe passionately in the power of positive ageing, so we are today calling out the ageists and asking for a more realistic, fair portrayal of older people in our communities”.
“I consider myself very lucky to spend lots of time in the company of our incredible residents; so many of whom have lived extraordinary lives, which don’t stop at retirement. It’s high time we smashed the stereotypes and put our elders back where they belong; as the beating heart of our communities.”
A blueprint for change
In 2021, there were more than 11 million people aged 65 and over living in Britain (up to 18.6% of the population ) and increasingly they expect more from their later years, wanting an active, sociable, independent lifestyle for longer.
RVG believes it has part of the answer and today launches the Thrive Living collection – a transformative model for the future of integrated retirement living that has been designed in consultation with over 65s about what they want from later life.
Primarily built in or near town centres, on sites crying out for regeneration, Thrive Living communities will house contemporary apartment design and offer shared outdoor space for use by people locally, as well as a range of independent restaurants, retailers and wellness centres including leisure facilities to bring people together and make a positive contribution to the local economy. All the schemes will be raising both environmental and industry standards by achieving whole life net zero.
RVG has committed to building 40 Thrive Living communities in the next ten years, creating 5000 new homes, with a development value of over £2bn.
RVG opened the first ever integrated retirement community in the UK in 1981, and continues to operate 16 villages around the country, with 2000 homes. They have today also announced a £100m investment in their existing villages, designed to optimise active, independent living opportunities for the 2000 residents who have already chosen to live there.
ENDS
For further information, please contact:
Retirement Villages Group:
Retirement Villages Group Ltd. is a developer and long-term operator of integrated retirement communities. Established in 1981, RVG developed the first community of its kind in the UK and today the Company operates 2000 self-contained homes from 16 sites across the country. Our mission with Thrive Living is to create great living spaces to support positive, healthy lifestyles for people over 65 who want an active, rewarding, and purposeful life; connected to thriving local communities with personalised support, on-hand when needed.
All Thrive Living schemes will be whole life net zero which is market leading for the wider residential sector. Thrive Living is a blueprint for the future that can unlock many of the social, political, and economic challenges we face in Britain. The company has ambitious plans to deliver over 5,000 new homes across 40 new sites at an estimated value of £2 billion in the next ten years, creating new communities which meet the highest standards in sustainability, design, and build, and which meet changing customer demand.
In 2017, Retirement Villages Group was acquired by AXA IM Real Assets – a global leader in real asset investments and the leading real estate portfolio and asset manager in Europe – on behalf of their clients to provide long-term, sustainable investment in retirement living.
Boomer + Beyond:
Boomer + Beyond are a full-service brand communications agency, passionately dedicated to the 55+ audience. Their audience-led approach connects more effectively with consumers driving greater ROI for our clients and relevance, empathy, and stimulation for their customers.
The Methodology
The objective of the project was to investigate representations and perceptions of older age and older people (+65) in the UK. The study of older age and ageism has gained significant traction in recent years alongside the phenomena of ageing populations. In preparation for the research, existing literature was consulted. The findings informed the 2-stage methodological approach, which consisted of a quantitative survey and the more qualitative media analysis.
The quantitative survey was designed to measure and illustrate the attitudes, beliefs and opinions of the British public in relation to ageing and those of older age (i.e those aged 65 and above). Nationally representative sample consisting of n=2023 participants aged 18-90.
The extended age range was used to ensure a significant proportion of older people, and those with parents of retirement age were consulted.
The media analysis was designed to explore the ways that older people are described and depicted in the UK media. Four different source types were analysed: newspapers, lifestyle magazines, TV - specifically, soaps - and adverts. Newspapers and articles in lifestyle magazines provided steer on description. Imagery in lifestyle magazines, soaps and adverts provided steer on depiction.
References:
1. Attitudes towards older age in the UK, Quantitative and qualitative debrief: Boomer & Beyond, January 2023
2. ONS Population and household estimates, England and Wales: Census, June 2021
