The age of old age is upon us.
As the global population of individuals over 65 continues to grow rapidly, society has begun to recognize the importance of including older adults in various aspects of life — from healthcare to employment and advertising. The World Health Organization, for instance, has launched the Global Campaign to Combat Ageism, using the hashtag #AWorld4AllAges, to change the narrative around age and aging, aiming to address stereotypes, prejudice, and discrimination based on age, which can have profound negative consequences on older adults' health and well-being.
Major companies have also begun to recognize the importance of representation for older individuals: L'Oréal and Zara have launched campaigns featuring older models — initiatives designed to help challenge stereotypes and promote a more diverse image of aging.
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Older individuals are taking matters into their own hands, particularly on social media platforms traditionally associated with younger users. These grey-haired influencers are gaining millions of followers on Instagram, YouTube, and TikTok, redefining what it means to grow older. Here's an international look at some of the most popular social media accounts around the world:
@fashion_grannies The heart is forever young.#fyp #viral #lady #fashion
Fashion_grannies via TikTok
China's fashion grannies
Country of Origin: China
Area of Influence: Fashion
Followers: 513,000 on TikTok, millions on Douyin
In China, a new trend of elderly influencers known as "Fashion Grandmothers" is taking social media by storm. These septuagenarian fashionistas, styled by young designers and makeup artists, showcase glamorous outfits in slow-motion videos on platforms like TikTok and its Chinese equivalent, Douyin. Their success reflects a shift in how society views aging, with older individuals embracing opportunities they missed in their youth due to societal pressures.
Surprisingly, the primary audience for these aging influencers is young women aged 25-40, who reportedly find inspiration in the beauty and grace of older women. This trend not only challenges stereotypes about aging but also taps into China's growing elderly market, which is projected to reach 300 million retirees by 2025. The popularity of these "Glammas" (glamorous grandmas) represents a unique intersection of culture, technology, and demographics, offering a new perspective on intergenerational relationships and the concept of aging in Chinese society
Argentina's "cool grandma"
Country of Origin: Argentina
Area of Influence: Lifestyle
Followers: 115,000 on Instagram
Silvina Zuckerberg (not related...), a 61-year-old former teacher from Capital Federal, has transformed into a popular fashion influencer with over 105,000 followers on Instagram. After retiring from her teaching career, she initially used social media to share family moments and her love for fashion. Encouraged by her family and motivated by the pandemic, she began posting outfit photos and fun videos, quickly gaining traction and becoming a beloved figure in the "grandfluencer" community. She embraces her role as a "cool grandma," showcasing her natural style without filters or Photoshop, and aims to inspire other women to embrace their age and pursue new passions.
Silvina Zuckerberg actively engages with her followers, sharing insights into her life and fashion choices while also prioritizing her grandchildren's safety online by not showing their faces.
The funniest pensioners in America
Country of Origin: United States
Area of Influence: Entertainment
Followers: 1.8 million on Instagram, 5.9 million on TikTok
These people know how to have fun! The group of six 80-something retirees known as "retirement house" have gone viral for their funny videos. Sharing humorous skits, dance challenges, and "awwww" moments, the account aims to highlight the joy and camaraderie among residents of this old folks' home of a different kind, breaking stereotypes about aging.
Full disclosure: The TikTok and Instagram superstars are actually actors, and the content is scripted ... not that their audience seems to care, judging by the millions of followers tuning in to their antique antics.
Edna Giordano, Canada's fitness queen
Country of Origin: Canada
Area of Influence: Fitness
Followers: Edna Giordano does not have her own social media account but instead stars on her daughter's account, which boasts 692,000 followers on Instagram.
Edna Giordano, a 91-year-old fitness enthusiast from British Columbia, Canada, has captured the attention of many with her remarkable dedication to health and wellness. Living independently, she maintains an active lifestyle, going to the gym and gardening almost every day. Giordano didn’t start her fitness journey until she was in her 60s, after retiring from her job at a local hospital. She says she finds it very important to be consistent in her routine, which includes walking, stretching, and weight lifting. Despite her age, she often surprises people around her, as many do not realize she is in her 90s.
Giordano values her independence and prefers to manage her activities without assistance. Her personal philosophy is that "age is just a number" and that the best gift one can give oneself is the ability to move and stay fit. She encourages others to adopt a similar mindset, emphasizing that enjoying life and staying active can lead to a fulfilling and vibrant existence, regardless of age.
@nonnanatalina1935 Ravioli per tutti ❤️ #nonna
Natalina Moroni
Country of Origin: Italy
Area of Influence: Cooking
Followers: 3.5 million on TikTok
Born in 1935, Natalina Moroni rose to fame on social media thanks to her nephew Luca, who showcased her daily life and cooking talents on TikTok. What "Nonna Natalina" loves above all is caring for her family and preparing traditional dishes, particularly her renowned tagliatelle and handmade pasta, which have earned her international recognition.
With her genuine and unpretentious approach, she has captivated over 3.5 million followers, becoming a symbol of authenticity in her hometown of Sansepolcro, located in the province of Arezzo.