Category
Life-Stages
Constructible Franchises
Trend cluster
Category
Revamped
Retiree
Positive views of aging are embraced with bold representations in media.
4.0
Trend score
Trend
What is the Revamped Retiree trend?
Revamped Retiree: No longer a subject matter riddled with fear and anxiety, aging is being embraced with a lighthearted approach in media to showcase a growing consumer acceptance. Incorporating references to modern fashion and pop culture, this shift helps to put a more contemporary spotlight on what can be thought of as an out-of-touch generation. This suggests a shift towards a more positive view of old age.
Trend themes
Themes within the Revamped Retiree trend
Three behaviours holding the trend together01
Positive Aging Representation
Consumer acceptance of aging is being showcased in a more lighthearted and contemporary manner in media, indicating a more positive view of old age.
02
Humanizing the Elderly
Photography and advertising campaigns aimed at depicting older people in relatable, vulnerable and engaging ways.
03
Aging Celebrities in Fashion
Fashion brands featuring aging celebrities to represent the brand.
Industry implications
What the Revamped Retiree trend means for industry
Where the trend changes the playbookFor
Fashion
Fashion industry has the opportunity to feature aging models and celebrities to showcase a more age-diverse representation of the world.
For
Media
Media professionals can showcase a positive representation of aging through advertising and media campaigns.
For
Entertainment
Entertainment industry can feature diverse age groups in their content and stories, to offer engaging and relatable content that is reflective of society.
Workshop question
Is there a new way that your brand can promote a positive view on aging?
Trend signals
Trend signals for Revamped Retiree
Trend score 4.0 out of 10, from popularity 40%, activity 72%, freshness 8%.
Popularity40%
Activity72%
Freshness8%
Audience
50%Men
50%Women
- Gen Alpha (not a primary audience)
- Gen Z (not a primary audience)
- Millennial
- Gen X
- Boomer
Market
North America
Europe
Asia-Pacific
Evidence
Examples of the Revamped Retiree trend
3 featured examples from Jul 14, 2014 to Feb 24, 2015CategoryFashion
Real Life Old Superheroes
Photographer Romina Ressia Makes Characters Vulnerable and Relatable
Innovative photography techniques and concepts that challenge traditional narratives and push the boundaries of visual storytelling.
CategoryLife-Stages
Bizarre Geriatric Photography
Harry Griffin's Old Age Photography Sees Aging in a Different Light
Disruptive innovation opportunity: Transform retirement communities by creating inclusive spaces that promote alternative narratives and provide opportunities for senior citizen a…
CategoryFashion
Aging Rocker Ads
The Neil Young Supreme Campaign Launched Ahead of the Spring Collection
The fashion industry can leverage aging art legends to create impactful ad campaigns and connect with their target consumers.
