No More Token Moves

Fashion month is in full swing, and as always, at Ageism Is Never In Style® we’re keeping a close eye on age inclusion.

We’ve seen real progress over the past 10 years. But it’s far from perfect - and often uneven.

Yes, there are more older faces in campaigns. Yes, there’s a growing recognition that midlife and beyond matters. This should not, and cannot, be dismissed or diminished. But representation still tends to stop during 50s, at 60 max - and it’s rarely genuinely diverse. Too often, brands fall back on “safe” choices: familiar celebrities, well-known faces, or a very particular (and very narrow) aesthetic.

That’s visibility. And visibility is better than invisibility.

But it’s not the same as meaningful equitable inclusion.

What’s more, it’s frequently sporadic. A one-off. A single woman in her 60s dropped into a campaign, whilst the rest of the brand’s visuals, socials, website and comms remain relentlessly youth-centric.

That’s not inclusion. It’s tokenism. And it’s one-dimensional.

Then there’s the contradiction. Brands keen to look age-positive whilst still pushing tired “anti-ageing” narratives (yes, you can imply it without using the exact phrase). Or the fanfare of one big “pro-age” campaign, building goodwill in the process -followed swiftly by a return to youth-centric business as usual.

As we always say at Ageism Is Never In Style®, age diversity and inclusion must be consistent, authentic and embedded in a brand’s DNA. Not wheeled out when convenient. Not treated as a passing trend.

And with so much backtracking around inclusion more broadly, it will be telling to see which brands truly recommit to age diversity - and who quietly retreat.

The “Excuses”

One of the leading excuses for the lack of age-diverse representation?

“It will turn off younger customers.”

Well side from the fact that brands should be actively engaging midlife and older consumers - and perhaps revisiting their overall consumer strategy:

• The 50+ generation controls 70% of global disposable income (Drucker Institute).

• Women 50+ control 95% of all household purchasing decisions (AARP).

• Women 50+ in the US have an annual spend of $15 trillion (Forbes).

• Older consumers spend more per transaction than younger buyers (Boston Consulting Group).

• The 50+ economy is expanding faster than global GDP (AARP).

And I could go on….

There’s also increasing research, data and results that prove debunk this outdated myth:

70% of consumers of all ages are more likely to buy from brands that feature a range of ages (AARP). All ages. Not just older.

Ongoing research from the University of Kent is also finding that younger fashion consumers are not discouraged from buying simply because something is modelled by someone older.

The idea that younger audiences will disengage if they see older representation is being repeatedly debunked.

In fact, many younger people find older models inspiring. They’re hungry for role models who show that ageing can be dynamic, stylish and powerful - something to look forward to, not fear.

Excuse #2:

“We tried age inclusive / age positive marketing . It didn’t perform.”

Translation: one campaign, limited integration, unrelatable faces, inconsistent messaging - and when the results weren’t instant or extraordinary, the entire concept of age inclusion was declared flawed.

But inclusion isn’t a gimmick. It’s not a one-off activation. And it certainly isn’t something you test once and abandon. It needs - and deserves - time, care and investment. And then it will absolutely pay dividends.

So when something doesn’t “perform”, the question shouldn’t be:
“Does age inclusion work?”

It should be:
“Did we execute it properly?”
“Did we embed it meaningfully?”
“Did we actually commit?”

Because, more often than not, it’s the execution that falls short - not the audience.

Which is why investing in genuine expertise and long-term strategy matters. There’s a reason our campaigns have delivered repeated success. And there’s a reason half-hearted, copycat attempts without proper partnership rarely do.

And then there’s the other familiar line:

“We don’t know where to find older models.”

You do now.

The Ageism Is Never In Style® Modelling Network

We created our global Modelling Network in Autumn 2024 - in response to demand from both brands and our community - to seamlessly connect the dots.

We can handle anything or everything for brands - introductions, casting, content creation, campaign strategy, and partnerships - ensuring every collaboration is authentic, inclusive, and aligned with your goals.

And to say our network is thriving is an understatement.

Our network members have:

👉 Featured in global award-winning campaigns
👉 Become brand ambassadors
👉 Collaborated on groundbreaking projects
👉 Signed with agents and casting directors
👉 Modelled at London Fashion Week
👉 Worked with us and our trusted partners including AJ Bell, N Brown Group, Centre for Ageing Better and Wellbeing of Women

And it overjoys me whenever I spot those who’ve modelled for us in other campaigns, on tv, on websites and even on billboards - knowing we played a small part in their journey.

But don’t just take our word for it - our members share in their own words what working with Ageism Is Never In Style® has meant for them:

Crucially, our modelling network is completely free to join and open to all individuals - every age, background, size, gender, ability and experience level.

Seasoned professional? Wonderful.
Brand new with purpose and passion? You belong here too.

Whether it’s a career, a pivot, a side hustle, or simply something you’ve always wanted to try, you are welcome. And we also have a Content Creator Network that is equally thriving.

Members gain access to exclusive collaborations, castings and paid opportunities with us and with pioneering partners who genuinely see, value and respect them.

(note - whilst models with agents are welcome, we don’t permit agencies, companies or organisations are not permitted).

So to individuals - if you’re interested, you can find out more and join here

And to brands still resting on outdated assumptions and/or claiming they can’t “find” age-diverse talent: our network includes hundreds of authentic, midlife+ community members ready to work. Find out more about how to tap into our network and work with us here.

If you want to feature real, diverse, purpose-driven talent - and align with a leading global, award-winning platform for age inclusion - we’re here.

Because this isn’t just the right thing to do.

It’s the smart thing to do.