# Revamped Retiree Positive views of aging are embraced with bold representations in media. By [Tana Makmanee](https://www.trendhunter.com/tmak), SVP, Research Services at Trend Hunter | Published May 11, 2015 | Category: [Life-Stages](https://www.trendhunter.com/pro/category/life-stages) Source: Trend Hunter, https://www.trendhunter.com/protrends/elderly-embrace ## Key Figures - Trend score: 4.0/10 - Evidence articles: 3 ## 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. ## At a Glance - Evidence: 3 featured examples - Articles from: Jul 14, 2014 to Feb 24, 2015 - Published: May 11, 2015 - Patterns: [Cyclicality](https://www.trendhunter.com/pattern/cyclicality), [Redirection](https://www.trendhunter.com/pattern/redirection) - Megatrends: [Naturality](https://www.trendhunter.com/megatrend/naturality), [Youthfulness](https://www.trendhunter.com/megatrend/youthfulness), [Catalyzation](https://www.trendhunter.com/megatrend/catalyzation) ## Audience - Gender: 50% men, 50% women - Primary generations: Gen X - Top markets: North America, Europe, Asia ## Themes within the Revamped Retiree trend ### 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. ### Humanizing the Elderly Photography and advertising campaigns aimed at depicting older people in relatable, vulnerable and engaging ways. ### Aging Celebrities in Fashion Fashion brands featuring aging celebrities to represent the brand. ## What the Revamped Retiree trend means for industry ### For 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 for Revamped Retiree Trend score 4.0 out of 10, from popularity 40%, activity 72%, freshness 8%. - Popularity: 40% - Activity: 72% - Freshness: 8% ## Examples of the Revamped Retiree trend 3 featured examples from Jul 14, 2014 to Feb 24, 2015. - [Real Life Old Superheroes](https://www.trendhunter.com/trends/old-superhero): Photographer Romina Ressia Makes Characters Vulnerable and Relatable (Category: Fashion) Implication: Innovative photography techniques and concepts that challenge traditional narratives and push the boundaries of visual storytelling. - [Bizarre Geriatric Photography](https://www.trendhunter.com/trends/old-age-photography): Harry Griffin's Old Age Photography Sees Aging in a Different Light (Category: Life-Stages) Implication: Disruptive innovation opportunity: Transform retirement communities by creating inclusive spaces that promote alternative narratives and provide opportunities for senior citizen a… - [Aging Rocker Ads](https://www.trendhunter.com/trends/neil-young-supreme): The Neil Young Supreme Campaign Launched Ahead of the Spring Collection (Category: Fashion) Implication: The fashion industry can leverage aging art legends to create impactful ad campaigns and connect with their target consumers. ## Recent trend clusters - [Constructible Franchises](https://www.trendhunter.com/protrends/constructible-franchises) (Life-Stages) - [Assisted Choices](https://www.trendhunter.com/protrends/weight-loss-medication-support) (Lifestyle) - [Storyline Sips](https://www.trendhunter.com/protrends/themed-drink-menus) (Lifestyle) - [Bedtime Cocoon](https://www.trendhunter.com/protrends/sleep-sensory-blocking) (Lifestyle) ## Trending in Life-Stages - [Retro Graphic Tees](https://www.trendhunter.com/trends/nostalgic-graphic-tees) - [Screen-Free Kids Phones](https://www.trendhunter.com/trends/screen-free-kids-phones) - [Edible Oil-Based Lubes](https://www.trendhunter.com/trends/coco-lube) - [Women's Health-Focused Probiotic Supplements](https://www.trendhunter.com/trends/womens-health-probiotic-capsules) All articles: [Life-Stages](https://www.trendhunter.com/life-stages)