What PRs can learn from the ASA’s report on age representation
Forget terms like ‘silver surfer’ or ‘young at heart’. PR professionals must challenge the idea that youth equals relevance, and work with other creatives to tell the reality of growing older.
As I’ve grown older, I’ve started to feel invisible in advertising – reduced to outdated stereotypes and bombarded with ads for funeral plans, care homes and mobility aids. Where once I was targeted by luxury brands, I now see myself reflected in narratives of decline. If advertising is about connection, then this is a profound failure.
The Advertising Standards Authority’s (ASA) June 2025 report, The Depiction of Older People in Advertising, should be a wake-up call. While its focus is advertising, the implications ripple across PR, marketing, and brand strategy. For those of us in PR, this is a moment to reflect—and to lead.
The ASA’s research revealed a troubling pattern:
- Older people are often underrepresented or stereotyped in media.
- Humour at their expense is still common – and increasingly unwelcome in adverts.
- 44% of UK adults believe that older people are either underrepresented or not represented at all in ads, particularly in categories like fashion, beauty, technology and household goods.
One particularly woeful example cited in the report involves an elderly man angrily refusing to return a child’s football, then eating a microwave dinner alone while the deflated ball sits stabbed to the table. It’s meant to be funny. It’s not.
This kind of misrepresentation alienates a growing demographic and undermines brand credibility. Nearly one in four people in the UK is over 60. By 2045, the number of people aged 65-79 is projected to rise by 17%, and by 2065, by 41% — an increase of 3.3 million people. Ignoring this group is not just ethically questionable — it’s commercially foolish.
Moreover, the report highlights that once we grow older we are often portrayed in ways that do not reflect our lived experiences. Many of us are active, working (some of us even in PR!), volunteering, travelling, and engaging with technology. Yet, advertising — and by extension, public relations – often fails to capture this reality. I just often don’t see myself or my friends’ lives reflected in the images that I see or the stories I read.
Why age inclusivity matters for PR
For PR, this is about reputation, relevance, and responsibility. Brands that fail to reflect the full spectrum of society risk being seen as out of touch. Those that embrace age inclusivity can build deeper, more loyal relationships with audiences. It also means challenging internal biases. Are we hiring older professionals? Are we listening to their perspectives? Are we valuing their experience? Age inclusivity must be embedded in our culture — not just our campaigns.
Being an age-inclusive industry means more than avoiding stereotypes and embracing tokenism. It’s about recognising that all of us that are ‘older’ are not a monolith. We span generations, lifestyles, and identities. We are parents, professionals, entrepreneurs, and creatives. We are not defined by decline, but by experience.
How can we make sure that PR is more age-inclusive?
The ASA found that 58% of people believe advertising shapes societal attitudes toward ageing. PR has even broader reach — through media relations, influencer partnerships, internal comms, and more. We have the tools to shift perceptions and set new norms.
- Representation in storytelling: Older people should be visible in all types of campaigns — not just those targeting their age group. Struggling to find photographs which truly represent older people and are a step away from unhelpful ‘stock photos’, take a look at realistic free to download image libraries such as my own organisation (Centre for Ageing Better) image library. Age-inclusive storytelling isn’t just ethical — it’s commercially smart.
- Inclusive language and imagery: Avoid infantilising or patronising tones. Show older people as active participants in society. We must also be mindful of the language we use. Terms like ‘silver surfers’ or ‘young at heart’ can be well-meaning but make my teeth itch and my blood boil. Speak to older audiences with the same respect and nuance you would any other demographic.
- Workforce diversity: Age inclusivity is crucial behind the scenes. Diverse teams create more authentic campaigns, but older professionals are often underrepresented in advertising and PR. The CIPR Missing Millions report highlights that this lack of representation raises concerns about missing the lived experiences needed to reflect an ageing population. Without diverse age perspectives, we risk failing to understand and communicate with one of the fastest-growing audience segments.
When we tell richer, more inclusive stories, we don’t just reflect society — we help shape it. Let’s normalise ageing as a natural, valuable part of life. We as PR professionals can challenge the idea that youth equals relevance. And we can help brands connect with audiences in more meaningful ways. PR has a real opportunity to work with other creatives and tell the reality of growing older. Turning 45, 50, 55, 60 and beyond looks very different from 20 years ago. I am tired of the lazy trope that PR is youth-obsessed. Let’s learn from the steps that the ad industry is taking. It is time, as a profession, we grow up in how we deal with ageing.
Jenny Manchester is head of communications at the Centre for Ageing Better and is currently leading a CIPR Research Fund report into ageism in PR: An age-old problem: what can we do to tackle ageism in PR. You can read her reflections on ageism in PR at her Substack.
Further reading
Can we bridge the generation gap in PR to unlock workplace potential?