The power of age-positive images

Images shape our perspectives, fuel our aspirations, and influence our understanding of who we can become. As the saying goes, “You cannot be what you cannot see.”

Yet, when we look at mainstream advertising and stock images of older adults, the choices often fall short. Instead of empowering depictions, we’re frequently shown bleak, outdated stereotypes of old age—portrayals that ignore the diverse, vibrant realities of older people today.

On the flip side, we see an equally unrealistic narrative: airbrushed images of silver-haired “super-agers” or curated snapshots of influencers that often represent an unattainable ideal, sometimes even enhanced by AI. These images, while glossy, don’t tell the whole story either, creating an equally narrow and misleading view of ageing.

Neither extreme reflects the individuality and diversity of older adults as we know them. People deserve to see and celebrate the real faces of ageing—a portrayal that embraces every wrinkle, joy, passion, and story. That’s why we created the Age Positive Image Library: a series of commissioned photography  with collections of authentic, diverse images that break away from the tired ageist portrayals of older people.

Our library features real older adults from all walks of life across the UK. It showcases people over 50, right up to their 90s - representing a range of ethnicities, abilities, and interests. There are images of fashion-forward individuals, food enthusiasts, friends, colleagues, couples, cyclists, caregivers, activists, and communities. They’re real, unfiltered snapshots of lives in full colour.

What’s more, these images are free to use. We’re committed to changing the narrative of ageing, making sure older adults are fairly represented across media. Our user-friendly "How to Use" guide makes it easy to download and share these images, ensuring the world sees ageing as a positive, dynamic experience.

The library has already made an impact.  Businesses, organisations and individuals alike are discovering the power of joyful, realistic portrayals of older people with images appearing in publications, on websites, in advertising, and in support materials worldwide. 

Dr Radha Modgil, GP and well-being expert, captures the importance of this shift perfectly: “As humans, our brains are very sensitive to images. It’s about the question, what images are we using around older people? What are they telling us?”