Rose - Ageing Reframed Series
"I was let go because, at my age, I didn't align with the image the company wanted to convey"
Some businesses believe that by portraying youth and a certain look or style, they will attract more customers and boost their profits. This approach is narrow-minded and ignores the diversity of the market. Moreover, this approach can also come across as ageist, sending the message that only young people are valuable and worth representing.
The ageing population is growing, and older adults are becoming a significant consumer group. They are looking for products and services that cater to their needs and preferences. Moreover, they are also looking for brands that acknowledge and value their presence in the market. By ignoring this segment of the population, businesses are missing out on a huge opportunity to tap into a lucrative market.
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Ageing Reframed
Pictures have the power to tell a story, and changing the picture can change the story. Positive ageing advocate and So50 founder, Magno Barros, uses his unique blend of photography
and AI to challenge traditional views of ageing.
Magno's images showcase the beauty and strength of older adults, instead of perpetuating negative stereotypes of frailty and decline. His subjects are depicted as proud, confident,
and independent, with their maturity – such as grey hair and wrinkles – accentuated and celebrated. The jewellery they wear symbolises the wealth of knowledge and wisdom they have gained through life experience.
By embracing technology, Magno sets an example of how it is never too late to take on new challenges and experiences. At 56 years old, he is a testament to the idea that age is
just a number and that it is possible to continue growing and evolving, no matter what our birth certificate may say.