iStock challenges stereotypes with its “Disrupt Ageing” collection

In a visual landscape saturated with images and messages, iStock, a global platform for creative photos and videos, is taking a strong stance: reinventing the representation of people over 50. With its “Disrupt Ageing” collection, developed in partnership with AARP, the company aims to combat age-related stereotypes and promote a more authentic and inclusive vision of older adults.

• iStock is innovating with the “Disrupt Ageing” collection alongside AARP to transform how people over 50 are portrayed in the visual imagination.
• Older adults remain underrepresented or stereotyped in advertising, even though they account for more than 30% of the French population.
• The collection offers authentic images of active, engaged seniors in leadership roles, far from clichés of dependency and isolation.
• Local initiatives, such as last year’s “Create” event in Paris, have strengthened the production of inclusive and inspiring imagery.
• Investing in fair representation of seniors is both a social issue and a strategic choice, given their strong purchasing power.

The underrepresentation of people over 50

Data from Visual GPS, the analytics tool launched by iStock in 2020, is conclusive. Older generations are not only rarely visible in marketing and advertising, but when they do appear, they are too often confined to negative roles: fragile, isolated, ill, or dependent individuals.

“We realized that people aged 50 and over are underrepresented in visual storytelling, but above all, misrepresented.”

Sandra Michalska, Creative Insights Manager EMEA at iStock

In France, where more than 30% of the population is between 50 and 80 years old (according to the National Institute of Statistics and Economic Studies), this invisibility is particularly paradoxical. This age group holds a significant share of purchasing power, especially in sectors such as travel, healthcare, housing, leisure, and culture.

“Disrupt Ageing” collection as a response

To change this narrative, iStock launched the “Disrupt Ageing” collection in 2019 in partnership with AARP. The goal: to highlight visuals that reflect the true reality of older adults; active, engaged, leaders, and bearers of inspiring stories.

“Stereotypes often associate them with illness or sadness, even though they are still very active at 60!” emphasizes Sandra Michalska.

The “Disrupt Ageing” collection captures everyday moments, at work, with family, among friends, to restore older adults to the place they truly occupy in society. It continues to grow through collaborations with photographers and videographers from around the world.

Local initiatives to increase impact

Last year, iStock organized a “Create” event in Paris dedicated to this theme. Workshops, conferences, and photo sessions enabled creators to produce images focused on workplace inclusion and leadership among people over 50. As a result, these visuals are now among the most widely used in Europe.

“We saw there was strong demand for this collection and that it resonated with our partners and clients,” Sandra confirms.

“Disrupt Ageing”: authenticity above all

At a time when generative artificial intelligence is transforming image creation, iStock stresses the importance of staying true to reality. “Avoiding AI entirely means limiting creativity,” admits Sandra Michalska, before adding nuance: “But when representing a specific audience that cares about its image, we prioritize authentic content.”

This recommendation is supported by a global survey of 7,000 people: 98% say that authentic imagery is essential for building trust in a brand.

A strategic choice for brands

Beyond social responsibility, investing in accurate representation of older adults is an economic lever. In France, Generation X and Baby Boomers have a median income above the national average and are receptive to engaging visual messaging.

“Addressing people over 50 with authentic and tailored marketing is not just a sign of respect, it’s a strategic choice,” concludes Sandra Michalska.

With “Disrupt Ageing,” iStock and its partners aim to change the conversation: celebrating life at every age, far from clichés and reductive portrayals.