Older Women Vanish From Advertising As Age Representation Plummets
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A report from creative analytics firm CreativeX reveals a troubling trend in advertising: Older women are disappearing from screens. Representation of people over 60 in ads dropped a staggering 62% between 2022 and 2024, according to the study. In 2024, only 1.4% of all ad characters were over the age of 60, with both older men and women making up just 1.2% each — a significant decline from two years prior.
The data highlights a deepening age gap in media, particularly when it comes to women. While older men in advertising have historically been more likely to appear in varied roles, older women remain largely confined to stereotypical portrayals. A staggering 94% of older female characters were shown in domestic or family settings, with none appearing in physical roles — such as sports, movement or adventure — reinforcing outdated perceptions of aging and gender.
The data highlights a deepening age gap in media, particularly when it comes to women. While older men in advertising have historically been more likely to appear in varied roles, older women remain largely confined to stereotypical portrayals. A staggering 94% of older female characters were shown in domestic or family settings, with none appearing in physical roles — such as sports, movement or adventure — reinforcing outdated perceptions of aging and gender.
