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16 March 2021    4 min read Marketers, advertisers and the media need to be thoughtful and nuanced about how we depict people in society. The representation of older people is simply another important pillar of inclusivity and diversity, writes Emma Howe. The representation of older people in Australia needs a radical rethink. Our media and advertising industry is a big part of the problem, but the good news is that it can be a big part of the solution. As professionals, it all comes down to the choices we make and the images and representations we choose. If you look at representations of older people in media and advertising, they generally fall into two pretty inaccurate and unrepresentative categories. On the one hand, they’re super-seniors running marathons and strolling the beach in beige linen; on the other, they’re vulnerable, fragile and in need of protection. And frequently they’re not represented at all. 

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