{"id":49367,"date":"2026-03-02T12:19:29","date_gmt":"2026-03-02T11:19:29","guid":{"rendered":"https:\/\/www.silvereco.org\/en\/?p=49367"},"modified":"2026-03-02T12:19:29","modified_gmt":"2026-03-02T11:19:29","slug":"istock-challenges-stereotypes-with-its-disrupt-ageing-collection","status":"publish","type":"post","link":"https:\/\/www.silvereco.org\/en\/istock-challenges-stereotypes-with-its-disrupt-ageing-collection\/","title":{"rendered":"iStock challenges stereotypes with its \u201cDisrupt Ageing\u201d collection"},"content":{"rendered":"\n<p>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 \u201cDisrupt Ageing\u201d 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.<\/p>\n\n\n\n<!--more-->\n\n\n\n<figure class=\"wp-block-image size-full\"><img loading=\"lazy\" decoding=\"async\" width=\"1024\" height=\"576\" src=\"https:\/\/www.silvereco.org\/en\/wp-content\/uploads\/2026\/03\/iStock-1.png\" alt=\"iStock \u201cDisrupt Ageing\u201d collection\" class=\"wp-image-49369\" srcset=\"https:\/\/www.silvereco.org\/en\/wp-content\/uploads\/2026\/03\/iStock-1.png 1024w, https:\/\/www.silvereco.org\/en\/wp-content\/uploads\/2026\/03\/iStock-1-400x225.png 400w, https:\/\/www.silvereco.org\/en\/wp-content\/uploads\/2026\/03\/iStock-1-768x432.png 768w\" sizes=\"auto, (max-width: 1024px) 100vw, 1024px\" \/><\/figure>\n\n\n\n<ul class=\"wp-block-list has-ast-global-color-6-background-color has-background\">\n<li><strong>iStock is innovating with the \u201cDisrupt Ageing\u201d collection alongside AARP to transform how people over 50 are portrayed in the visual imagination.<\/strong><\/li>\n\n\n\n<li><strong>Older adults remain underrepresented or stereotyped in advertising, even though they account for more than 30% of the French population.<\/strong><\/li>\n\n\n\n<li><strong>The collection offers authentic images of active, engaged seniors in leadership roles, far from clich\u00e9s of dependency and isolation.<\/strong><\/li>\n\n\n\n<li><strong>Local initiatives, such as last year\u2019s \u201cCreate\u201d event in Paris, have strengthened the production of inclusive and inspiring imagery.<\/strong><\/li>\n\n\n\n<li><strong>Investing in fair representation of seniors is both a social issue and a strategic choice, given their strong purchasing power.<\/strong><\/li>\n<\/ul>\n\n\n\n<figure class=\"wp-block-image aligncenter size-full is-resized\"><img loading=\"lazy\" decoding=\"async\" width=\"195\" height=\"90\" src=\"https:\/\/www.silvereco.org\/en\/wp-content\/uploads\/2026\/03\/Capture-decran-2026-03-02-120721.png\" alt=\"logo iStock\" class=\"wp-image-49368\" style=\"width:247px;height:auto\"\/><\/figure>\n\n\n\n<h2 class=\"wp-block-heading\">The underrepresentation of people over 50<\/h2>\n\n\n\n<p>Data from Visual GPS, the analytics tool launched by iStock in 2020, is conclusive. Older generations are not only <a href=\"https:\/\/www.silvereco.org\/en\/tony-luciani-and-his-mother-a-serie-of-photographs-rising-up-against-the-ageing-stereotypes\/\">rarely visible in marketing<\/a> and advertising, but when they do appear, they are too often confined to negative roles: fragile, isolated, ill, or dependent individuals.<\/p>\n\n\n\n<blockquote class=\"wp-block-quote is-layout-flow wp-block-quote-is-layout-flow\">\n<figure class=\"wp-block-image alignright size-full is-resized is-style-rounded\"><img decoding=\"async\" src=\"https:\/\/www.silvereco.fr\/wp-content\/uploads\/2025\/09\/Sandra-Michalska-Creative-Insights-Manager-EMEA-chez-iStock.png\" alt=\"Sandra Michalska, Creative Insights Manager EMEA chez iStock.\" class=\"wp-image-1720490\" style=\"width:157px;height:auto\"\/><\/figure>\n\n\n\n<p><em>\u201cWe realized that people aged 50 and over are underrepresented in visual storytelling, but above all, misrepresented.\u201d<\/em><\/p>\n\n\n\n<p>Sandra Michalska, Creative Insights Manager EMEA at iStock<\/p>\n<\/blockquote>\n\n\n\n<p>In France, where more than<strong> 30% of the population <\/strong>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.<\/p>\n\n\n\n<figure class=\"wp-block-image size-full\"><img loading=\"lazy\" decoding=\"async\" width=\"1024\" height=\"683\" src=\"https:\/\/www.silvereco.org\/en\/wp-content\/uploads\/2026\/03\/iStocks-2.jpg\" alt=\"iStock\" class=\"wp-image-49372\" srcset=\"https:\/\/www.silvereco.org\/en\/wp-content\/uploads\/2026\/03\/iStocks-2.jpg 1024w, https:\/\/www.silvereco.org\/en\/wp-content\/uploads\/2026\/03\/iStocks-2-400x267.jpg 400w, https:\/\/www.silvereco.org\/en\/wp-content\/uploads\/2026\/03\/iStocks-2-768x512.jpg 768w\" sizes=\"auto, (max-width: 1024px) 100vw, 1024px\" \/><figcaption class=\"wp-element-caption\">Mature women doing an art class in France while on a wellness retreat. They are painting on canvas together sitting outdoors with beautiful scenery around them with the help of art tutors.<\/figcaption><\/figure>\n\n\n\n<h3 class=\"wp-block-heading\">\u201cDisrupt Ageing\u201d collection as a response<\/h3>\n\n\n\n<p>To change this narrative, iStock launched the \u201cDisrupt Ageing\u201d collection in 2019 in partnership with AARP. The goal: to highlight <strong>visuals that reflect the true reality<\/strong> of older adults; active, engaged, leaders, and bearers of inspiring stories.<\/p>\n\n\n\n<p><em>\u201cStereotypes often associate them with illness or sadness, even though they are still very active at 60!\u201d<\/em> emphasizes Sandra Michalska.<\/p>\n\n\n\n<p>The \u201cDisrupt Ageing\u201d 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.<\/p>\n\n\n\n<h3 class=\"wp-block-heading\">Local initiatives to increase impact<\/h3>\n\n\n\n<p>Last year, iStock organized a \u201cCreate\u201d 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.<\/p>\n\n\n\n<p><em>\u201cWe saw there was strong demand for this collection and that it resonated with our partners and clients,\u201d<\/em> Sandra confirms.<\/p>\n\n\n\n<figure class=\"wp-block-image size-large is-resized\"><img loading=\"lazy\" decoding=\"async\" width=\"683\" height=\"1024\" src=\"https:\/\/www.silvereco.org\/en\/wp-content\/uploads\/2026\/03\/iStock-3-683x1024.jpg\" alt=\"iStock\" class=\"wp-image-49373\" style=\"aspect-ratio:0.666999421007447;width:272px;height:auto\" srcset=\"https:\/\/www.silvereco.org\/en\/wp-content\/uploads\/2026\/03\/iStock-3-683x1024.jpg 683w, https:\/\/www.silvereco.org\/en\/wp-content\/uploads\/2026\/03\/iStock-3-267x400.jpg 267w, https:\/\/www.silvereco.org\/en\/wp-content\/uploads\/2026\/03\/iStock-3.jpg 768w\" sizes=\"auto, (max-width: 683px) 100vw, 683px\" \/><figcaption class=\"wp-element-caption\">Portrait of a mature  elegant business woman in Paris France<\/figcaption><\/figure>\n\n\n\n<h3 class=\"wp-block-heading\">\u201cDisrupt Ageing\u201d: authenticity above all<\/h3>\n\n\n\n<p>At a time when generative artificial intelligence is transforming image creation, iStock stresses the importance of staying true to reality. \u201cAvoiding AI entirely means limiting creativity,\u201d admits Sandra Michalska, before adding nuance: \u201cBut when representing a specific audience that cares about its image, we prioritize authentic content.\u201d<\/p>\n\n\n\n<p>This recommendation is supported by a global survey of <strong>7,000 people<\/strong>: <strong>98%<\/strong> say that authentic imagery is essential for building trust in a brand.<\/p>\n\n\n\n<h3 class=\"wp-block-heading\">A strategic choice for brands<\/h3>\n\n\n\n<p>Beyond social responsibility, investing in accurate <strong>representation of older adults<\/strong> 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.<\/p>\n\n\n\n<p><em>\u201cAddressing people over 50 with authentic and tailored marketing is not just a sign of respect, it\u2019s a strategic choice,\u201d <\/em>concludes Sandra Michalska.<\/p>\n\n\n\n<p>With \u201cDisrupt Ageing,\u201d iStock and its partners aim to change the conversation: celebrating life at every age, far from clich\u00e9s and reductive portrayals.<\/p>\n","protected":false},"excerpt":{"rendered":"<p>iStock, a global platform for creative photos and videos, is taking a strong stance: reinventing the representation of people over 50.<\/p>\n","protected":false},"author":33,"featured_media":49370,"comment_status":"open","ping_status":"open","sticky":false,"template":"","format":"standard","meta":{"_uag_custom_page_level_css":"","site-sidebar-layout":"default","site-content-layout":"","ast-site-content-layout":"default","site-content-style":"default","site-sidebar-style":"default","ast-global-header-display":"","ast-banner-title-visibility":"","ast-main-header-display":"","ast-hfb-above-header-display":"","ast-hfb-below-header-display":"","ast-hfb-mobile-header-display":"","site-post-title":"","ast-breadcrumbs-content":"","ast-featured-img":"","footer-sml-layout":"","ast-disable-related-posts":"","theme-transparent-header-meta":"","adv-header-id-meta":"","stick-header-meta":"","header-above-stick-meta":"","header-main-stick-meta":"","header-below-stick-meta":"","astra-migrate-meta-layouts":"default","ast-page-background-enabled":"default","ast-page-background-meta":{"desktop":{"background-color":"var(--ast-global-color-4)","background-image":"","background-repeat":"repeat","background-position":"center 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a global platform for creative photos and videos, is taking a strong stance: reinventing the representation of people over 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