VisualGPS Creative Trends Culture Senior Friendships and Community

Aging is often framed and visualized as a journey of decline, but many seniors are not viewing it from that point of view, but as something freeing. According to Getty Images' VisualGPS research, 64% of boomers admit that aging can feel scary and 30% are worried about losing vitality, but a growing number are redefining what it means to get older. In fact, 79% of them say aging is something to celebrate and 59% go as far as saying that it’s empowering.

So, what is at the core of this positive shift? Friendship, community, and connection. And these sentiments are at the heart of the following three shoots by creators Fly View Productions, FG Trade Latin, and The Good Brigade, respectively. From candid moments of chitchat and laughter to quieter scenes of companionship, each shoot reflects the beauty of growing older together.

A day on the Maine Coastline

The first shoot by creator Fly View Productions immerses us in the beautiful coast of Maine, where a group of friends board a ferry bound for a small island for a day of discovery and exploration. Their day unfolds in snapshots of camaraderie: Kayaking along the shorelines, sharing lobster rolls at a dockside restaurant, and enjoying the quiet return through the water to the mainland. It is the kind of outing that feels timeless, because it’s spontaneous, simple, and deeply founded in human connection.

In today’s media landscape, couples over the age of 50 are seen living active lifestyles in popular visuals nearly twice as often as couples overall. However, while these images often highlight romantic partnership, we rarely see them interacting with other friends, and this shoot challenges that gap, spotlighting not just activities but community.

A weekend getaway in Mazatlán

In this second shoot by creator FG Trade Latin, we follow three women on an unforgettable weekend trip to Mazatlán, Mexico. The images exude a feeling of connection, friendship, and kinship. From the moment they unlock the door to their place for the short vacation, the mood is pure joy. Over white wine and pasta they catch up and they continue their chats while they lounge by the pool and as they stroll the beach at golden hour.

VisualGPS data reveals that while visuals of senior men appear in travel imagery at the same rate as men overall, senior women remain underrepresented, appearing 15% less often. This shoot helps push back against that imbalance, reminding us that older women are not just present in the world, but fully in it and enjoying themselves. It doesn’t just showcase a vacation, it portrays the beautiful endurance of female friendship.

Wine tastings and boutique exploration in Atlanta

Our final shoot by creator The Good Brigade captures a group of senior Black friends enjoying a lively day in Atlanta: Browsing local boutiques, participating in a wine tasting, and sharing joyful moments along the way.

According to VisualGPS when it comes to friendship, audiences want to see Black adults over 50 represented in visuals even more than Black people overall. This is a clear proof of the hunger for more inclusive and authentic depictions of aging and community. Yet in popular imagery, these friendships are often confined to static, posed settings. Only 9% of visuals show older Black friend groups out exploring, engaging, and simply living their best lives. This shoot defies that norm. It invites us to see aging as journey of style, energy, and connection.