# Withered Waitress Photography Matt Hoyle Captures 'Yesterday in America' By Meghan Young | Published 2010-09-21 | Life-Stages Source: Trend Hunter, https://www.trendhunter.com/trends/yesterday-in-america References: [behance.net](http://www.behance.net/gallery/Yesterday-in-America/542664) & [matthoyle](http://www.matthoyle.com/) I must admit that Matt Hoyle's latest [portfolio caught my attention](https://www.trendhunter.com/trends/hong-kongmorning) because of its title, 'Yesterday in America.' Nostalgic, poignant and utterly direct, it makes me look at each photo with a sense of loss that would have otherwise been absent had I not read it first. Based around [eccentric senior citizens](https://www.trendhunter.com/trends/the-last-resort-exhibition) just living life, 'Yesterday in America' is both gritty and stylized. An excellent [American photographer](https://www.trendhunter.com/trends/profiles-in-color), Hoyle captures the mood and moment perfectly. ## Trend Insights (Trend Hunter) - Score: 1.7/10 - Popularity: 30% | Activity: 12% | Freshness: 8% - Audience gender: 50% men, 50% women - Primary generations: Millennial - Top markets: North America ## Categories [Trend Hunter](https://www.trendhunter.com/trends) > [Life-Stages](https://www.trendhunter.com/life-stages) > [Seniors](https://www.trendhunter.com/seniors) ## Key Themes ### What's Driving This Trend - **Elderly-centered Photography:** This trend showcases life beyond youth, creating an opportunity to disrupt ageist-driven industries with creativity. - **Nostalgic Branding:** This trend creates an opportunity for brands to connect with consumers by tapping into a sense of longing for the past, possibly disrupting traditional marketing strategies. - **Raw and Real Imagery:** This trend highlights the beauty in imperfection, opening up an opportunity for disruptors to challenge established beauty standards and change the way we view images. ### Who This Affects Most - **Photography:** The 'Yesterday in America' portfolio highlights how photography can evolve beyond conventional portraits, creating a new opportunity for photographers to showcase creativity. - **Senior Care:** This trend creates a new opportunity for senior care providers to tap into the unique character and lifestyles of the elderly population instead of simply treating senior citizens as patients. - **Marketing:** Nostalgic branding creates a new avenue for marketers to connect with consumers through shared memories, challenging traditional marketing approaches in the process. ## Related on Trend Hunter - [British Youth-Culture Photography Books](https://www.trendhunter.com/trends/home-and-away.md) - [Photography Project Series](https://www.trendhunter.com/trends/still-life-1.md) - [Public Art Displays](https://www.trendhunter.com/trends/paul-anthony-smith.md) - [Photographer-Honoring Stamp Collections](https://www.trendhunter.com/trends/ansel-adams.md) - [Vintage Photo Camera Apps](https://www.trendhunter.com/trends/moodcamera.md) - [Hipster Era Photography Books](https://www.trendhunter.com/trends/the-cobrasnake-y2ks-archive.md) - [Imperfect Photography Celebrations](https://www.trendhunter.com/trends/nonnas-cam.md) - [Painting-Immersive Photo Exhibits](https://www.trendhunter.com/trends/new-ground-exhibition.md) - [Travel Photography Exhibitions](https://www.trendhunter.com/trends/all-within-the-detour.md)