Brands are misrepresenting the modern elderly in advertisements, often portraying them as frail or dependent while neglecting their active and diverse lifestyles. Research indicates that older individuals prefer realistic depictions that reflect their true experiences, urging advertisers to embrace a more nuanced portrayal of aging. With a significant portion of consumer spending coming from this demographic, there is a strong incentive for brands to accurately represent older adults.

Many elderly individuals are increasingly engaging with technology, reflecting the digital habits that characterized younger generations. As they navigate this digital landscape, their experiences reveal a shift in how aging populations interact with screens and technology in their daily lives.