Getty launches new image collection to challenge ageing stereotypes

Getty Images has announced a new stock image library, The Disrupt Aging Collection, aimed at 're-picturing' ageing.

Part of a broader commitment by both Getty and partnering agency AARP,  it is hoped the collection will change how older people are depicted in advertising and marketing industries, and offer a more authentic look at how people in their 50s, 60s, 70s and beyond live.

"Every day, we’re bombarded with negative stereotypes of ageing that don’t represent our reality—and they have a huge effect on how we think, act and whether we develop emotional connections with brands," says Rebecca Swift, Global Head of Creative Insights, Getty Images. 

The Collection showcases 'real people' in everyday settings, reflecting modern realities that they are working longer, starting families later, raising children and grandchildren and acting as caregivers for multiple generations.

AARP research has shown that two-thirds of American adults 50-plus believe that media images are ageist, and 80 percent of people 50-plus say that marketers assume their lifestyle based on stereotypes.

Demand for this content is also on the upswing. Globally, Getty Images has seen a significant increase in customer searches for people of retirement age. Searches for “senior/seniors” increased 151 percent year-over-year from June 2018 to June 2019.  

You can see more on The Disrupt Ageing Collection at Getty.