Spotlight on ASA’s new findings, and how can all help rewrite the narrative
The Advertising Standards Authority’s latest report (19 June 2025) reveals some eye‑opening stats about how older people are portrayed in ads and how often those portrayals fall flat:
Over a third of UK adults believe ads depict those over 55 negatively.
Nearly half find ads that mock older people’s tech skills offensive.
Around 44% say older adults are either underrepresented or invisible in ads for fashion, beauty, tech and household goods.
Many feel “bombarded” by ads focused on funerals, care homes and mobility aids, which all reinforce narrow, stereotyped images of ageing.
That’s not just tone‑deaf advertising, it’s a sign that many older people are feeling unseen or miscast in modern messaging.
“What we heard from older people was clear: they want to be portrayed as they really are. Too often, ads swing to the extremes, showing either the frail pensioner or the skydiving 80-year-old. Most people’s lives fall somewhere in between. They want ads better to reflect that, showing the full spectrum of later life: people who are active, working, caring for others, embracing new opportunities, and living with confidence and purpose. Not idealised, not sidelined, just seen. ”
Why this matters to The Together Project
Every day we champion intergenerational connection and joy. Our core belief is that older people are vibrant, curious, and full of life, not just defined by care needs or nostalgia. So when adverts paint older adults as lonely, technologically challenged, or stuck in fixed roles, it’s directly opposed to everything we stand for.
Our Songs & Smiles, Crafting Connections and Local Authority Podcasting programmes show a different reality: Older people are welcoming, creative, full of stories, and active in community life. We see them laughing, crafting, singing, being themselves. And the younger families and children we bring together learn just how rich life can be at every age. That’s the truth behind the stereotypes.
Older Songs & Smiles participant bursting with joy and excitement!
How we can all help rewrite the narrative
Celebrate visibility
Let’s share more stories and visuals of older people engaged in joyful activities with the younger generation. Authentic snapshots from group sessions challenge advertising clichés with real life. Why not join us and share your videos and photos with us on social media?Champion diverse participation
We’re appealing for older people to volunteer for The Together Project. Their warmth, life experience, and passion can help welcome families each week and show the public that older adults play central roles in community life. Why not volunteer with us to spread joy and reduce loneliness?Get involved in the ASA conversation
We proudly align with the ASA’s message, encouraging our partners to embrace intergenerational narratives. Every smiling family, bustling session, shared craft and heartfelt story celebrates what happens when generations come together. Understanding grows, isolation fades, and joy is shared. It’s the perfect antidote to tired stereotypes. When you hear ageism, challenge it! The more we challenge, the more it raises awareness.Highlight the ASA report in our networks
We will share the statistics with our supporters and stakeholders, linking them to our mission. Reiterating that to combat societal ageism, we need to start with real connections. The exact experiences at the heart of The Together Project. Make sure you spread the word. Comment, like and share our posts on social media, talk about us to your friends and family over a cuppa. You never know who might be inspired to join us in spreading joy!
Volunteer callout
Would you, or someone you know, be interested in helping out at local, weekly Songs & Smiles sessions? We’re looking for friendly volunteers to welcome families, share stories or simply bring a caring presence.
You could use your skills to help us in the office, spread the word on social media, or get out and about handing out leaflets and talking to people in your local community.
If you're excited by our mission and want to help show the world what positive ageing really looks like, please do get in touch.
Little one blowing a kiss goodbye to older residents at a Songs & Smiles session
By shining a light on ASA’s findings and putting forward our joyous, inclusive response, The Together Project takes a strong stand against ageist stereotypes and shows the power of real intergenerational friendships.