Models in their 70s and beyond are redefining visibility, longevity, and trust at a moment when aging itself has become a global preoccupation.
In a culture obsessed with youth, the appearance of models in their 70s once felt radical. In 2025, it feels inevitable.
Advertisers across healthcare, insurance, philanthropy, luxury travel, and wellness are increasingly turning to older talent to convey resilience, wisdom, and continuity. These faces speak not to trends but to endurance.
“They represent survival,” said a consumer psychologist who studies aging and media. “And that resonates deeply in uncertain times.”
Campaigns featuring models over 70 often focus on legacy, independence, and quality of life rather than limitation. They are not cast as background figures but as protagonists with agency.
Social media has accelerated the shift. Older creators have built devoted followings by documenting style, health, and reinvention, bypassing traditional gatekeepers and proving commercial appeal directly to brands.
What surprises many advertisers is cross-generational response. Younger audiences consistently rate these campaigns as more authentic and emotionally resonant.
“There’s nothing aspirational about pretending aging doesn’t happen,” said one creative director. “There is something powerful about showing it well.”
The Takeaway:
Advertising’s oldest faces may be its most future-facing, reminding audiences that longevity itself is the ultimate aspiration.
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