Ages of Living: changing how we see aging
Championing the cause of better aging, Le Groupe Maurice continuously launches and supports projects that reaffirm the worth of older individuals. On International Seniors Day, we are proud to present the Ages of Living initiative: a series of photographs – produced in collaboration with the Pre&ent studio – that opens fresh perspectives on what it means to grow older!
Ages of Living: seeing differently, representing fairly
In general, portrayals of older people in the media or popular culture tend to emphasize rather negative stereotypes: vulnerability, fragility, isolation, illness… Yet these simplistic images reflect only a limited part of reality. Aging is far from being a uniform process; there are as many ways of aging as there are people growing older, each with their own experiences, strengths and challenges.
Nowadays, countless older adults actively contribute to society, generously sharing their expertise, accomplishments and aspirations. In other words, they truly embrace life! So why not highlight this more often in the public sphere?
This is exactly what Le Groupe Maurice and the Pre&ent studio have undertaken side by side. Celebrating the richness of life paths, the Ages of Living project presents aging not as deterioration, but as a natural progression – a transformative phase in which each individual reimagines their role and affirms their place in society.
A human and artistic experience that takes on its full meaning and relevance in today’s society, as emphasized by Marie-Ève Généreux, Director of Corporate Communications at Le Groupe Maurice:
“According to the Institut de la statistique du Québec, 81% of seniors consider themselves to be in good health. Yet, in the collective imagination, they are still too often associated with fragility. This gap, unintentionally, perpetuates stereotypes that fuel ageism. With this project, we hope to encourage a fairer and more nuanced representation of older people. They deserve to be seen, heard and recognized in all their richness and diversity.”
This collection of photographs – including a set of free, royalty-free images provided by Le Groupe Maurice, as well as a full paid series available on Pre&ent’s website – goes beyond simply rebalancing the conversation. It urges us to expand the images we commonly see and, more importantly, to question how aging is actually portrayed in our culture and media.
Far beyond mere imagery, every photograph here is the outcome of a sustained effort driven by passion and commitment. Interviews, photo shoots and exchanges have enriched this endeavour, making it possible to create genuine portraits that capture the plurality of journeys shaping our shared humanity.
Changing the narrative: reducing the impact of ageism
Ages of Living provides another way for Le Groupe Maurice to put into practice its dedication to combating ageism and fostering a more inclusive society for older adults.
Two recent studies funded by the Luc Maurice Foundation reveals the detrimental impact of ageism, emphasizing that it extends beyond outward judgments: the seniors themselves gradually absorb these biases. As a result, these assumptions shape their self-perception and, in the end, influence their overall well-being and happiness.
By challenging existing paradigms and shedding light on previously unexplored aspects of aging in Quebec and Canada, this research strongly underscores the urgent need to transform public perceptions of older adults and to provide them with images and narratives that reflect who they are.
“Settling for stereotypes is to extinguish. Choosing curiosity is to celebrate a multitude of stories and invest in the possibilities of a society, because seeing is believing,” emphasizes Ingrid Enriquez-Donissaint, co-founder of studio Pre&ent.
To mark the launch of the Ages of Living image collection, Le Groupe Maurice chose to organize a temporary exhibition during the annual Acting Together for the Well-Being of Seniors March on October 1st.
The chosen portraits will be set up on easels, enabling participants to simply and freely explore the depth and authenticity of the photos. This initiative embodies the essence of the project: connecting with older adults, restoring their agency over their image and shaping the way their stories are told; all while honouring each life, marked and enriched by time.
Start a collective movement… today!
With this initiative, we aim to prompt media outlets, government bodies, companies and organizations to incorporate images from the Ages of Living collection right away, ensuring that older adults are portrayed with more depth and nuance in all their communication materials (such as articles, websites, posters, flyers, newsletters and more).
Every photo invites us to experience, reflect on our assumptions and celebrate the nuances of aging. We wholeheartedly hope that this effort will inspire a larger, collective movement. Because transforming images transforms the story – and, most importantly, ensures that older individuals receive what is rightfully theirs: visibility, dignity, acknowledgment and respect.
Learn more about the Ages of Living initiative and access the free photo collection provided by Le Groupe Maurice by clicking HERE!