Who we are

What we do

  • 79%

    Want more real stories: Nearly four in five adults 50+ say they want more stories and characters that reflect the real-life experiences of older adults. (AARP representation research)

  • 73%

    Audience opportunity: Adults 50+ say they are more likely to support or watch movies and television featuring characters closer to their own age and experiences. (AARP representation research)

  • +7.5 years

    Beliefs about aging matter: A landmark longitudinal study found that adults with more positive self-perceptions of aging lived an average of 7.5 years longer than those with more negative perceptions, after accounting for other health and demographic factors. (Levy et al., Journal of Personality and Social Psychology)

  • +1.1%

    Age can be an asset at work: Research cited by SCL found that a 10-percentage-point increase in workers age 50+ was associated with approximately 1.1% higher productivity, challenging assumptions that older workers diminish organizational performance. (Stanford Center on Longevity)

  • 7%

    Representation gap: Only 7% of adults 50+ say movies and television often accurately represent the reality of older adulthood. (AARP representation research)

Do’s & Don’ts

Write people, not age categories. Give older characters the same range of personality, ambition, humor, sexuality, flaws, contradictions and desires as characters of any age.

Don't automatically equate age with frailty, confusion, sweetness, wisdom, stubbornness, irrelevance or helplessness.

Give older characters a future. Show people learning, working, falling in love, starting businesses, making mistakes, creating, changing their minds and pursuing new goals.

Don't limit older characters to nostalgia, loss, decline, retirement, illness or preparing for death.

Show the enormous diversity within later life. A 62-year-old, a 78-year-old and a 96-year-old occupy very different stages of life, and people of the same age vary enormously in health, resources, interests and experience.

Don't use the generic “senior citizen” character or use “elderly” as shorthand for anyone who happens to be older.

Make intergenerational relationships reciprocal. Let younger and older people teach, learn from, irritate, support, challenge and depend on one another.

Don't portray older adults only as wise mentors or dependents, and younger people only as students, helpers or rescuers.

Represent many ways of growing older. Show differences in race, ethnicity, gender, sexuality, disability, class, geography, family structure, work, health and financial circumstances.

Don't assume a single “older adult experience,” when longevity is profoundly shaped by opportunity and circumstances throughout life.

Show the systems around the character. Workplaces, healthcare, housing, education, financial systems, technology, families and communities all shape how people experience longer lives.

Don't imply that health, security or purpose in later life simply result from making the right personal choices.

Relevant
Case Studies

Glossary of terms

Consultation scope of services

As SCL’s Longevity Culture Initiative develops, we will begin to offer a growing set of resources and services for creators and industry partners, including the following. These represent the direction of the emerging initiative and may evolve as LCI’s partnerships, programming, and capacity develop.

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