Unconscious bias is embedded within the media landscape, namely with a lack of diversity in imagery. Shutterstock is working to increase representation in its photos to better reflect the diversity of the world, awarding grants to artists from historically excluded or underrepresented communities.

Age Scotland is hoping to shift the narrative around Older Adult representation as it publishes a guide to good practice in the media. With brands striving to be more inclusive, the charity's findings show that stereotypes can be subverted by better mirroring real-world demographics.

Often pushed into retirement or redundancy by ageist attitudes and business practices, older workers want to stay in the workforce but may struggle to. Career service Rest Less hopes to make a difference by connecting companies with the over-50s workforce, who bring experience and expertise.

The UK’s Acting Your Age Campaign has penned an open letter demanding better on-screen representation of women over 45 to combat ageist attitudes in the entertainment industry. The initiative arrives as some brands take active steps to ensure they represent all age groups accurately.