Let’s Talk About Later Life Living: Why It’s Time to Change the Story
By Karl Hallows, CEO, LMS Retirement Living
If you’ve ever flicked through the adverts on TV or online, you might have noticed a pattern: when older people appear, it’s usually to sell us funeral plans, stairlifts, or something equally gloomy. And if they’re not selling us those things, they’re often nowhere to be seen at all.
As someone who spends every day surrounded by the energy and optimism of those in later life, I can tell you—this just doesn’t match reality.
The Advertising Standards Authority (ASA) has just published a major piece of research on how older people are shown in advertising. Their findings? The way we talk about and promote later life needs a serious rethink. And I couldn’t agree more.
The Truth About Later Life
Here’s something you don’t see enough in adverts: later life is full of possibility. At Castle View Retirement Living, we have seen people starting new hobbies, making new friends, volunteering, travelling, and living life on their own terms. Our homeowners are proof that getting older doesn’t mean slowing down – it means having the freedom to do more of what you love.
The ASA’s research backs this up. Older people today are living longer, staying active, and contributing to their communities in ways that simply weren’t possible for previous generations. Yet, too often, adverts paint a picture of later life that’s all about frailty and decline. No wonder so many people feel left out or misrepresented.
Why Representation Matters
It’s easy to dismiss adverts as just background noise, but the truth is, they shape how we see ourselves and each other. The ASA found that almost half of people aged 55 and over feel older people are negatively stereotyped in ads, and more than half feel underrepresented or not represented at all. That’s a huge chunk of the population feeling invisible.
And let’s be honest—when older people do appear, it’s often as the butt of the joke or as someone who’s confused by technology. These stereotypes don’t just miss the mark—they miss the whole story. They ignore the confidence, wisdom, and independence that come with age.
Later Life Living: The Real Story
What does positive later life living look like? At Castle View, it’s homeowners running book clubs, organising charity events, learning new languages, and sharing their experiences with younger generations. It’s laughter in the corridors, friendships over coffee, and a sense of community that’s hard to find anywhere else.
The ASA’s research found that the best adverts are those that focus on the person, not their age. Authenticity and inclusivity matter. Show older people as they really are: individuals with passions, ambitions, and stories to tell. Don’t just stick them in the background—put them at the heart of the action.
Changing the Narrative—Together
I believe it’s up to all of us to change the way we talk about and promote later life. At Castle View, we’re committed to doing just that. Our marketing isn’t about ticking boxes or following trends—it’s about sharing real stories from our community. We want to show the joy, the connection, and the sense of purpose that later life can bring.
We also know that representation isn’t just about visibility—it’s about respect. That means avoiding tired clichés and celebrating the diversity of experiences that come with age. It means showing older people as tech-savvy, adventurous, and engaged. Because that’s the reality we see every day.
A Personal Invitation
If you’re curious about what later life living can really be, I invite you to come and see for yourself. Visit Castle View, chat with our homeowners, and experience the energy and optimism that fills our community.
Whether you’re considering retirement living for yourself or a loved one, or just want to challenge your own assumptions about ageing, our doors are always open.
Looking Forward
The ASA’s research is a wake-up call, but it’s also an opportunity. We can choose to keep telling the same old story about later life—or we can write a new one, together. One that’s honest, uplifting, and true to the people we know and love.
At Castle View, we’re proud to be part of this change. We’ll keep championing fair, joyful, and real representation of later life – not just because it’s good for business, but because it’s the right thing to do.
Let’s celebrate everything that later life has to offer. Let’s show the world what’s possible.
Karl Hallows
CEO, LMS Retirement Living
You can read the original report here:
https://www.asa.org.uk/news/the-depiction-of-older-people-in-advertising.html#
