Older female influencers are challenging stereotypes around ageing

The study, involving Professor Benedetta Cappellini alongside researchers from Aalborg University, the University of Edinburgh and the University of Reading, examines gendered ageism through the experiences of older women themselves. 

Previous research has often focused on society's expectations of older women, including how they should look, dress and behave.  

These stereotypes can devalue older women in both the workplace and wider society. 

How women present ageing online 

The researchers interviewed European female influencers aged 50 and over who were active on Instagram and had more than 1,000 followers. 

They explored how the women presented ageing online, including the content they shared, the brands they worked with, how they presented their bodies and how they responded to negative feedback. 

The findings showed that turning 50 could bring greater freedom, including more time to invest in themselves as work or family responsibilities changed. 

However, participants also described feeling increasingly invisible or undervalued as they grew older.  

One influencer compared the decline in interest from brands after she turned 50 to "lemmings falling off a cliff". 

Instagram provided a way for the women to counter this experience by increasing the visibility of older women and presenting ageing in a confident and optimistic way. 

Three approaches to ageing

The researchers identified three broad approaches used by older female influencers online: 

• Ordering displays: women adapted what they posted to fit societal expectations around ageing. This could include covering areas of their bodies they felt uncomfortable showing. 
• Reordering displays: women challenged assumptions about what women over 50 should look like or do, often emphasising a youthful appearance, personality or lifestyle. 
• Disordering displays: women deliberately challenged or ignored expectations and posted what they wanted, including images or activities others might consider inappropriate for their age. 

The research also highlighted tensions within these approaches.  

Women taking a "reordering" approach, for example, could experience pressure to maintain an aspirational appearance to attract brand partnerships. 

Those taking a "disordering" approach were often more openly challenging of age-related expectations and criticism. 

Challenging ageism, but pressures remain 

While social media can give older women greater visibility, the researchers found it can also reinforce pressures around how women are expected to age and behave. 

Participants also described receiving age and gender-based criticism from other women.  

This could be particularly difficult because a sense of solidarity with other women was an important motivation for many of the influencers. 

The findings highlight how social media can provide older women with opportunities to challenge stereotypes and redefine representations of ageing, while also exposing them to continuing pressures about appearance and behaviour. 

More information 

• Read the study “All in order? Older female influencers’ displays of ageing on social media”, published in Sociology. 
• Find out more about Professor Benedetta Cappellini and her research. 
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