Why Age is the New Black
byACRE has a lot to say about senior lifestyle and what we can do to enhance it—and no phrase captures our mindset better than “Age is the New Black”. It’s the motto that drives everything we do and communicates our core message: aging is a new and exciting transition of life, and it’s about time brands and products started to reflect that in their communications and design.
We aren’t saying this out of the blue. Recent trends have shown us that age really is the new black—and it’s pretty obvious why. For one, we’re all living longer: currently, there are way more boomers than millennials or generation x’ers—and since birth rates are falling in Europe and North America, there’ll be even more of them over the next decade compared to other generations. That means that brands and people are working towards making seniors’ lives better—especially by addressing mobility. Whether people are finding ways to improve senior mobility or addressing the barriers around it, brands and audiences are talking about seniors moving. How does this look on an everyday scale? For one, we’re seeing more considered and appealing products made with aging folks in mind—things that look fun and useful enough to reflect By ACRE’s mentality of empowering, celebrating and valuing seniors. More importantly, we’re seeing a shift in how aging people are portrayed by industries, especially in fashion.
There’s an inherent beauty in age. After all, you simply can’t match the grace of a woman with lines of experience on her face, or the body language of a man that communicates wisdom and confidence acquired over decades. The fashion industry has picked up on this knowledge, too, with a momentum around appreciating age and mobility. Instead of resorting to using cookie-cutter, youthful models in their campaigns, top fashion brands like Celine are turning their focus towards older people with stories to tell—like Joan Didion, Dame Helen Mirren or Charlotte Rampling. Even Hollywood has spent the past few years producing Blockbuster hits like Red, with a cast entirely made of boomers, and we’ve seen senior citizens take over the internet with things like The Betty White phenomenon. Brands from skincare to cars are hip to the trend too, considering that the most successful ad of the past few years was Volkswagen’s Epic Split starring Jean-Claude Van Damme. Yet it’s not just brands talking about it, either. The media industry has actively started addressing the change, too: everyone from FastCompany to Kinfolk to Elle Magazine is either writing about the sudden rise of the traditionally ‘old’, or helping perpetuate the trend themselves.
byACRE is among the variety of companies working on changing how we portray people society tends to consider ‘old’. Now, those people are celebrated as more culturally-relevant and powerful than they’ve been in decades. This message trickled down to the media, then to internet culture—and finally, to the mentality and mind of the average person. By recognizing the global influence of seniors and just how important it is to give those people the mobility tools they need to keep on living life to the fullest, brands and people came together to align with byACRE’s values and changed how society looks at aging for the better.
So what do we think about it all? Well, as we said before: Age is the New Black. Thanks to recent trends, this belief is spreading further and further. There’s no denying it anymore. Aging is full of opportunity—and we’re glad that other people and brands are seeing that, too.