Tag Archives for Nancy Thomas

AARP study on older adult stereotypes in on-line images. We think they can help

Published in RINewsToday on September 30, 2024

Following on the heels of an intense national media debate of President Joe Biden’s age and his ability to govern, a new AARP study finds a positive shift over the past five years in how adults 50-plus are portrayed online in marketing and media imagery. Researchers found that negative sentiment in online media and marketing images dropped from 28% in 2018 to just 10% in 2023.

AARP’s analysis compared images from 2018 to 2023, revealing the strengths and limitations in how aging is portrayed in media and marketing.  

AARP’s Media Landscape Review analyzed a random sample of over 1,000 online images and 500 videos featuring adults 50-plus from brands and thought leaders posted on news sites and social media with at least two million followers or readers. But political content was excluded.

According to Lauren Goodson, AARP Research Director of Growth, Enablement & Membership, AARP conducted the initial study to demonstrate the opportunity for companies/brands to more accurately and honestly represent older adults. The 2018 study found 28% of online images portrayed adults 50-plus in a negative manner compared to just 4% of those under the age of 50. “We are encouraged to see that efforts by AARP and other organizations to raise concerns about ageism have resulted in significant improvement over the past 5 years, says Goodson, noting that no decisions have yet been made about a third wave of the study.

The research findings indicated that the age 50 and over population is pictured as more active and independent, less fearful, and more likely to use technology, reflecting a growing recognition of older adults’ active lifestyles and valuable engagement in society.

While the results were promising about the decrease of ageism on the internet, note researchers, they stressed that challenges still remain.  Social media images of older workers aged 50 and over in the workplace remained unrealistically rare, they say, while depictions of this age group spending time with family actually fell over the past five years.

“At AARP, we have been leading the fight to combat ageism in marketing and media imagery, and it looks like the creative industry is starting to really listen,” said AARP Chief Communications and Marketing Officer Martha Boudreau, in a Sept. 23 statement announcing the study’s findings. “As the old saying goes, a picture is worth a thousand words. In the age of social media, and with the ubiquity of advertising across people’s daily lives, this is truer than ever. The images we see shape what we think and can even influence how we act towards one another. Progress has been made in improving how 50-plus adults are portrayed but we still have a lot of work to do. Studies like these point the way forward and give us a solid roadmap for how to continue to make things better,” she adds.

AARP’s study details positive improvements showing a shift “from decline to vitality.” For instance, aging was viewed as more active than before.  The researchers say that the portrayal of America’s older adults has “moved from fear-based, with an emphasis on financial and medical themes, to active and healthy lifestyles.  When reviewing on-line images and videos, findings show that 26% of people 50-plus shown in images were physically active, compared to 15% in 2018.

The AARP research findings revealed a striking increase in depictions of adults 50-plus using technology. In 2023, 33% of images showed people 50-plus using tech devices, up from just 4% in 2018.  The study’s findings, indicating an uptick in the use of tech devices, better reflects this age cohort’s acceptance of technology, challenging outdated ageist stereotypes and highlighting the reality of their digital use.

As they age, nearly 80 percent of America’s older adults aged 50 and over want to age in place in their community, choosing not to be placed in an assisted living or nursing facilities.  The study showing 73 % of static images showing people at home vs. 39 % in 2018, reflects that this trend has been more visibly reflected in media in recent years

Meanwhile, just 8% of static images showed people in a retirement community compared to 15% in 2018. The researchers say it’s a sign that retirement centers are less likely to be the visual shorthand for aging, with recent images elevating independence over medical worries or reliance on assistance.

Even with positive changes, there is more room for improvement especially with portrayal of older adults in the workplace.  Despite older workers making up over one-third of the workforce, the study found only 14% of social media images show age 50 and older adults at work, this being almost unchanged from 13 % in 2018. Researchers say, “this under representation misses both on what people 50-plus are adding to the economy and what long, satisfying careers are adding to their lives.” Also, how long people are working or have gone back to work due to outliving income streams, a negative, but realistic image.

As to mobility challenges, AARP’s study reveals a substantial gap in representing mobility challenges among age 50 and over adults.  The findings indicate that only 1% of images show consumers with mobility aids, despite 12% of these older adults, in fact, regularly using a mobility device for assistance walking or navigating stairs. 

Finally, the study found a significant decline compared to 2018 in people aged 50 and older shown in multi-generational families. There was a significant decline compared to 2018 in these older adults shown in a family situation (17% to 9%) or with their grandchildren (13% to 6%), this suggesting a major opportunity for social media to more accurately reflect an important source of joy and meaning for many over 50. This finding suggests a need for the social media and marketing companies to better portray the important family roles and relationships older adults have, as these connections become more significant as one ages.

Finally, the research tracked still images and video content, with video proving to be more successful at showing adults 50-plus interacting with others, outside the home and using technology.

Every picture tells a story, don’t it?

“Those of us in communications often search for images to use to accompany stories, says Nancy Thomas, publisher of RINewsToday, a state-wide new site, noting that usually original images, with credits to photographers and artists are used. “Whether we buy them from a photographer or image service or use ones provided in what is called a Media Library on such platforms as WordPress, searching for just that right image to illustrate an article we’re publishing can be extremely difficult if the image you want is first that of an “older person,” admits Thomas.

Thomas, who ran a marketing company and held senior communications positions for over 30 years, says “it’s the hardest search we’ll do.”

According to Thomas, common searches for “a dog and family,” a “child in daycare”, “people camping” or “networking” are pretty simple, but it is more difficult to find group shots featuring accurate age spectrums and finding no person looking older than 40. “Looking back years ago,” she says, “there were no people of color, but today that has changed significantly.”

“But older people? Aging? You might find them in a nursing home setting, in a bed, with a younger person holding their hand. And then there is the active couple, running gently at the water’s edge. Or sitting at a Thanksgiving table,” quips Thomas.

“But to find an older person at work? At a training meeting? Maybe even doing the training?  It’s hard to find. At a computer? Only if someone is at their shoulder, ‘helping them’. But no doctors – they all look 30 years old. No accountants. No writers. Or even people in therapy. All young,” she says.

“It’s a conundrum, and entirely unfair for small communication and marking firms and news sites. “We’ve written to WordPress expressing our suggestion that the next time they make paid assignments to add to their Media Library they think about common images to show older people in everyday settings. At work. Watching television. Cooking. Doing art. Having a spa day. At the playground with their grandchildren. Shopping. As the medical expert. Or technician,” says Thomas, noting that “All images amazingly absent.”

Thomas adds: “When we do find images of older men and women, how often are they in muted colors? Wearing sweaters. Or, of course, there are the handsomely grey-haired men with the twinkle in their eye.  We wonder what AI will bring to the table, being programmed, as it were, by younger people?  Request an image of grandma and grandpa playing with their newborn grandchild – see what you get,” she asks.

“Let’s push back against being seen, regardless of our age, as either “the wealthy” or “the impoverished” – most of us, regardless of our age, are somewhere floating up and down in the middle. A healthy dose of realism led by the photographs we show, and the images we keep, is due all the way around,” says Thomas. 

A suggestion for AARP – beyond studies – to solution!

Thomas went on to suggest one thing AARP could change much of this. They could create a bank of photos that groups could use with “approved” AARP images (even giving an AARP credit line so small websites and publication sites could dramatically improve their images overnight – not only would AARP be creating an almost instant solution, they could add a small fee to subscribe to the service that would help fund their future studies into issues of concern for aging Americans.

On-line Imagery Should Accurately Reflect Society

According to Betty Galligan, APR, president of Pawtucket-based Newberry Public Relations and Marketing, as the AARP study points out, the creative media industry has a long way to go in portraying life as an older person in today’s society. In addition to photo and video imagery on news sites and social media platforms, streaming video content is an opportunity that holds a lot of influence to normalize the way we see 50-plus adults. “It would be wonderful to see a romantic series or movie featuring an older leading man or woman who uses a wheelchair or walker to get around. Or to show more older heroes and heroines in the workplace. “The Intern” movie with Robert DeNiro and Anne Hathaway comes to mind, as does the stereotype of Meryl Streep’s character in “The Devil Wears Prada”,” she says.

Online media shapes and informs public opinion, and its influence is evident in the way people view older adults, says Galligan. “The recently released AARP study reveals a positive shift because the 50-plus population today is indeed way more active than in past generations,” she said.

 “We all know a grandparent who is using text messaging, TikTok and technology to keep up with their grandchildren. We also know older folks who are athletic and energetic well into their 80s, sometimes more so than their younger counterparts. Marketing imagery should hold up the proverbial mirror to society and reflect this,” adds Galligan, who has worked in the Boston and Providence advertising sector for nearly 40 years.

In the past, successful advertising and marketing was ideally aspirational, reflecting what consumers desire to be versus what they actually are,” observes Galligan. “At its core, it can be deceptive. Images depicting stereotypes of a thin model smoking, for example, drove sales for cigarette brands especially among women who used smoking as a diet aid,” she said, stressing that today’s realism is in vogue.

“Popular reality TV shows, the “celebrification” of ordinary people, citizen  journalism on social media platforms all play a role in portraying the average person (including older adults) in ways we’ve not experienced before,” notes Galligan.

Galligan notes that people are healthier than in past decades, living longer and with more vitality. In general, the 50-plus market segment has greater disposable income, so it’s no wonder that brands are embracing this demographic reality. “Marketing has become bolder and more inclusive than before – case in point, ads depicting older same-gender couples and ladies wearing disposable garments for incontinence, says Galligan.

To get AARP’s 2018 Media Landscape review, go to https://www.aarp.org/research/topics/life/info-2019/age-representation-in-online-media-images.html.

To get AARP’s latest (2024) latest Media Landscape review, go to:

https://www.aarp.org/content/dam/aarp/research/topics/aging-experience/demographics/ageism-online-media.doi.10.26419-2Fres.00852.001.pdf.

Learn more about this study at AARP.org/50plusmedia.

Ramping up COVID-19 Vaccine Plans

Published in RINewsToday.com on January 17, 2021

As state health officials say they are clamoring for more doses of COVID-19 vaccine, just days ago, Health and Human Services Secretary Alex Azar said in an interview with NBC’s Lester Holt there is no “reserve stockpile” of COVID-19 vaccine doses left to release to states, and all vaccine has now been released to fulfill orders by the states. Azar’s comments come after his announcement on January 12th that the states no longer need to hold back a second shot because there is confidence that Pfizer and Moderna, manufacturers of the vaccine, could keep up with the demand.

In the January 12th announcement, Azar noted several steps the states should take immediately, and the federal government was taking:

Expand groups getting vaccinated to include all those over the age of 65 – Vaccinate those 16-64 with co-morbidities – Expand channels to include those more familiar with people to reach them where they are, such as pharmacies – release all supply to order by states.

Azar encouraged states that are holding back “second shots” to not do so, saying, “Every vaccine dose that is sitting in a warehouse means another life lost…”

In response to the rollout of COVID-19 vaccines, Katie Smith Sloan, president and CEO of Washington, DC-based Leading Age and acting President and CEO, of the Visiting Nurse Associations of American, had some thoughts. “With COVID-19 death tolls topping 4,000 a day, it’s chilling to hear that vaccine stockpiles may have been misrepresented, and that older Americans who have been dying in record numbers might suffer as a result,” she said in a Jan. 15 statement.

Making it a Priority of Giving COVID-19 Vaccines to Seniors

“We hope these reports are not true. For weeks, state policy makers, distribution partners and aging services providers have been basing their vaccine allocations and strategies on vaccine stockpile estimates,” Sloan noted.    

“Because more than 265,000 people 65 or over have died of COVID, we have been pleased that many states have made the right decision to prioritize older Americans and their caregivers for immunizations, and that the process is underway in long-term care.  We hope this news is not a setback for those people, as well as others waiting for vaccinations in home health, hospice, PACE programs, adult day or other settings,” says Sloan.  

Rhode Island’s plan not changing

However, Rhode Island has chosen not to prioritize the distribution of it COVID-19 vaccine to older Rhode Islanders. The Rhode Island Department of Health (RIDOH) expects residents age 75 and older who reside in the community to be vaccinated in February or possibility March. Specifics as to vaccinating residents ages 50 to 74 have not been announced. While other states are beginning mass vaccination sites at stadiums, no such plans exist in Rhode Island.

AARP Advocates for those over 50

“Since the start of the pandemic, over 95 percent of the deaths from COVID-19 have been among people 50 and older,” AARP Rhode Island State Director Kathleen Connell and State President Phil Zarlengo said in a Jan. 8 letter to Gov. Gina Raimondo, urging the state’s top official to “ensure that Rhode Islanders age 50 and older are prioritized to receive a vaccine.”  (see Weiss Commentary printed here on January 11). 

AARP is fighting for older Americans to be prioritized in getting COVID-19 vaccines because the science has shown that older people are at higher risk of death.  On Jan. 11, the Washington, DC-based AARP sent a letter to HHS Secretary Alex Azar calling for his agency to take immediate action to address the issues that have slowed down vaccinations across the country.

RIDOH’s plans

On Jan. 15, in a Vaccine Update, Nicole-Alexander Scott, MD, MPH, Director, Rhode Island Department of Health, stated: “There was a lot of news this week about the federal government urging states to vaccinate people who are 65 years of age and older. We want to get vaccine to people older than 65, too. The limiting factor is not federal rules, or our approach in Rhode Island. The limiting factor is the amount of vaccine we are getting. We are getting 14,000 first doses of vaccine a week. There are close to 190,000 people in Rhode Island who are 65 years of age and older. It would not be honest or fair of us to say that all Rhode Islanders older than 65 can get vaccinated tomorrow, because we just don’t have the vaccine.” 

It is unclear if RI is holding “second shot” vaccine doses in storage. There is about a week’s lag from receiving the doses and distributing them. On January 15th, the state said they had administered a total (first and second shots) of 51,220 shots. On January 12th, the most recent report provided, the state says it has received 72,175 doses from the federal government.

Scott added:” We’ve seen the confusion and frustration that has resulted in states that have opened eligibility to groups that they did not have enough vaccine for. In Rhode Island, we are vaccinating older adults incrementally and thoughtfully. That means that when we tell you you can get vaccinated, you know that there is a real, physical vaccine waiting for you – not just that you fall into a broad category that is eligible to get a vaccine when we eventually have one. Please know that if we could, we would make sure that everyone got vaccinated immediately. But we’re just not getting enough vaccine right now, so we’re doing the best we can with what we have.”

Rhode Island’s report

After listening to the state’s reports on plans for getting out the vaccine to the group the Centers for Disease Control and Prevention is recommending, those over 65, and those under 65 with underlying medical conditions, there seems to be an overall lack of urgency in ramping up for this new directive, said Nancy Thomas, Publisher of the RINewsToday.com, who was on the update webinar this week, with other reporters. “There are no plans – or none they are willing to announce – for how people will register, or sign up, for when the 65 and over category is ready to go. Questions about how people will identify themselves at the site also were yet to be determined. When asked about mass vaccination sites, officials said they may consider schools, but had no plans for using McCoy Stadium or other large sites. We’ve seen states all around us opening up stadiums – many of whom are still vaccinating medical workers – but ramping up to do as many as they can until supplies are exhausted for that day. Massachusetts even has swag – pins, wristbands, and banners – to build up the sense of excitement, which also builds compliance. We have asked RIDOH about public education campaigns and they say they have a campaign coming.  

With such a large percentage of seniors in Rhode Island, are we ready to ramp up? Some states are vaccinating 24/7, with appointments at 2am and such. I guess a sense of frustration weighs on me and on others who do not see big plans, forward looking plans in the near future. Meetings with the public focus more on reporting of what has been done and where we’ve been, rather than where we’re going,” Thomas said.

Biden Releases COVID-19 Vaccination Plan

President-elect Joe Biden, speaking a day before he unveiled his COVID-19 Vaccine Plan on Jan. 15 in Wilmington, Del, unveiled a $1.9 trillion “American Rescue Plan” to combat COVID-19 and to shore up a wobbly economy. The emergency vaccination and relief package combine funding to reduce the economic impact of the pandemic (including direct stimulus payments of $1,400 per person, extending unemployment compensation, raising the minimum wage, continuing eviction and foreclosure moratoriums to increasing the Child Tax Credit) with strategies to fight to combat the virus itself.

About $400 billion of Biden’s “American Rescue Plan” is directed to controlling the virus by setting up mass vaccination centers, funding more sophisticated scientific analysis of new strains and creating teams of local health workers to trace the contacts of infected people.

President-elect Joe Biden’s Jan 15 press conference, lasting a little more than 19 minutes, warned that “We remain in a very dark winter. He noted that COVID-19 infection rates are creeping up 34 percent, COVID-19 related hospitalizations are increasing, and 3,000 to 4,000 people are dying every day of COVID-19.  “Things will get worse before they get better,” he said.

When releasing his five step COID-19 Vaccination Plan, Biden stated, “This is the time to set big goals and to pursue them with courage and conviction because the health of the nation is at stake.”  His strategy of getting 100 million Americans vaccinated during his first 100 days in office relies on the following steps: encourage states to vaccine more people age 65 and over including front line workers; creating thousands of community vaccination centers at gyms, sports stadiums and community centers; activating local pharmacies to give vaccines; ramping up supplies of vaccines by triggering the Defense Production Act and distributing vaccines quickly; and regularly updating state and local officials as to how much vaccine they are getting and when to expect the delivery.  Biden promised to give regular updates pertaining to the meeting of his goals, “both the good news and the bad.”

Mask Mandate – Wear that mask

During his first 100 days, Biden will be issuing an executive order to require masks for federal workers, on federal property, and on interstate travel, like trains and planes.  He is also urging governors to require masks in cities and states.

“I know masks have become a partisan issue,” says Biden, stressing “it’s a patriotic act.  Experts say that wearing a mask from now until April will save more than 50,000 lives, he noted.

Biden called on Congress to make his COVID-19 Vaccination Plan happen. “I’m optimistic. I’m convinced the American people are ready to spare no effort and no expense to get this done,” he said, stressing it “will take many months to get where we need to be.”

Sensible Advice from Seasoned Folk to the Class of 2015  

Published in Woonsocket Call on May 17, 2015 — Updated

This month, notable and professionally successful commencement speakers are again gathering at the nation’s Colleges and Universities to give the robed graduating Class of 2015 seniors’ practical tips and advice as to how to have a rewarding personal and professional life.  High profile speakers cam oftentimes translate into big bucks for speaking fees but these widely recognized speakers can bring prestige to the educational institutions.

CNN.web has announced the this year’s high profile speakers for the upcoming commencement season. According to website, like every year these speakers are politicians, journalists, military leaders, entertainers and business CEOs.  Here’s a sampling: President Barack Obama and First Lady Michelle Obama, Oscar winning actors, Anthony Hopkins and Denzel Washington, Novelist and Essayist Author Salmon Rushdie, Bill Nye, the “Science Guy” and Journalist Katie Couric.

May be its time to end the practice of bringing in high-paid commencement speakers.  For this writer, regular folks will do.  Below you might just see many potential commencement speakers, just waiting for the 10 minutes of fame to stand before hundreds of graduating seniors to give their “pearls of wisdom” on living a better life. You may not recognize them on the street, but many in their community know who they are for their achievements of making their Cities and Towns a better place to live.  While not high-profile, through life’s experiences honed every day at work or in their personal worlds, they can give Rhode Island’s college graduates sound, practical advice, to live in a very challenging, and changing world.

Charles Bakst, 71, Providence, retired Providence Journal political columnist. “Stand for something and act upon it.Don’t assume someone else already has done it or will do it.  Work to advance yourself but remember there are plenty of people, even right here in Rhode Island, who have not had the advantages you’ve had. They could use a break too. Help them.”

Dave Barber, 60, East Greenwich, Reporter Capitol Television RI State House. “It’s attitude, not aptitude that will determine your altitude.  There is nothing that will serve you better in the future than a positive mental attitude.  There are two days in life that never exist; yesterday and tomorrow. Yesterday is history, tomorrow a mystery. Live in the moment. Exercise gratitude and kindness in all that you do because there has never been a statue erected of a critic.”

Rick Roth, 61, Cambridge, MA, Owner of Mirror Image.  “Read because if you don’t know anything you are no good to yourself or anybody else and reading is the key to gaining knowledge.  When you are talking (particularly about yourself) you can’t listen. You learn by listening. Try to make the world a better place Pursuit of money is an empty pursuit and will leave you unhappy and dissatisfied.”

Scott A. Davis, 58, Eastside, Owner of the Rhode Island Antique Mall. “In today’s age of information, simply having knowledge is not worth much.  The secret to success in the future will not lie so much in what you know, but in your ability to synthesize information, whether already known or newly acquired, and to draw insightful and valuable conclusions from it.”

Scott Rotondo, 41, Pawtucket, accountant at Tivoli Audio. “Always be willing to expand your intellectual toolbox. Challenge the way things are done, and your own beliefs from time to time. Take in other people’s opposing points of view not with rancor and disdain but with dignity and respect.”

Lisa A. Proctor, 55, East Providence, healer/counselor. “You can not necessarily say all things are possible with God because many do not believe, but I would say a lot of situations we find ourselves in heal when we live honestly, purely, committed and have a merciful and compassionate heart towards others.”

Rudy Cheeks, 65, a musician and columnist of Motif, Providence, “If you can find what you love and make it the center of your life, you’re doing good and will likely be happy.  Whatever you do, “building community” should be an element in your life. Meet your responsibilities (e.g. if you want to create your own family, make sure you are ready for it and committed to it). When you become an “active consumer,” be a smart and thoughtful consumer.”

Kathy Needham, 53, Rumford, Controller, of Pawtucket Times and Woonsocket Call. “Follow this old adage, “Autograph your work with excellence, it is a signature of who you are”.  Take great pride in all you do but always remember to be humble.  Know that success is a personal goal.”

Gayle L. Gifford, 61, Providence, a strategy consultant to nonprofits, “Be an informed citizen of the world.  Read quality news from home and abroad.  Travel. Look. Hear. Participate to create the community you want your children and grandchildren to live in. Hopefully that community is one of justice, peace and inclusion. Don’t work all day in a job that destroys what you value. Play outside.”

Crystal R. Parifitt, 41, Pawtucket, Owner of  FurBabies, a small pet salon. “Live within your means, below if you can…owning the biggest and best is overrated.  Don’t go after financial gain, choose financial stability because in 20 years you will regret the time you spent ‘chasing’ when you should have been living.”

Nancy Thomas, Cranston, President of Tapestry Communications.  “What you have done has largely been expected of you.  Now, what do you expect of yourself!  Find more than one thing you can do.  Pursue your education.  You’re not done.  Read, discuss, have opinions. Let the negative inspire you, and the positive be your lens. And, as it has always been, there is no work as important as that of raising a child.  Find your path to doing well at both.”

Barbara Peters, Newport, former AARP RI Communications Director, “Life is full of successes and disappointments. When we are young we tend to “cry” when the material things we want don’t immediately come our way. Forget the disappointments and concentrate on your successes. Nobody will hand you what you think you deserve.  [Only] hard work, dedication to your craft and sensitivity to the feelings of others will bring the rewards to you that are truly deserved.”

Cheryl Babiec, Pawtucket, Pawtucket School Teacher. “As an old saying goes….’One Man’s Junk is Another Man’s Treasure’ continues to hold true with the test of time. One of my yard sale “finds” had the following inspirational verse (though the author is unknown):‘Life is not measured by the number of breaths we take, but by the number of moments that take our breath away.’”

Herb Weiss, LRI ’12 is a Pawtucket writer covering aging, health care and medical issues.  He can be reached at hweissri@aol.com.