Older Women to Watch: Changing the Image of Aging Women

The way to change the image of older women is to look at the reality of smart, high-performing women who fit in this category.

In my June blog post, I did a rant about how older women are represented in commercials as slightly befuddled, comical characters. The latest Wendy’s commercial called Where’s the Bacon is a case in point. Having vented my anger at this insulting misrepresentation of older women, I thought that I should now present a positive point of view about older women.

Older Women to Watch

Here is my nomination list for some of the most impressive and noteworthy women that I know about. They are all doing, or have done, high-profile and interesting work. Some have changed paths in their careers. All are rewriting the script on what it means to be an older woman.

• Beverley McLachlin – Former Chief Justice of Canada and author. She was the first woman to serve as Chief Justice of Canada. :contentReference[oaicite:1]{index=1}
• Rita Moreno – Actress, singer, dancer, and activist.
• Christine Lagarde – President of the European Central Bank, lawyer, and former French Minister of Economy and Finance and Managing Director of the International Monetary Fund. :contentReference[oaicite:2]{index=2}
• Janet Yellen – Economist and former U.S. Secretary of the Treasury and former Chair of the Federal Reserve.
• Jane Fonda – Activist, actress, and television producer.
• Maye Musk – Model and dietitian.
• Jane Goodall – Primatologist and activist.

Changing Attitudes

Clearly, these women are incredibly talented in a variety of fields. While they are exceptional because they are all well known, there are millions of smart older women doing important, meaningful work and making the world a better place. They do not fit the image of an older woman in our modern society that equates age with decline. This image has got to change.

The last third of our lives cannot be seen as a closet where we get stored until we finally die. We can all be role models for younger women who fear owning their age and their power at the same time.

In our May blog, we talked about how crystallized intelligence can remain strong or increase with age, while some aspects of fluid intelligence tend to decline. Crystallized intelligence allows us to draw on accumulated knowledge and experience when considering complex issues. These abilities should not be overlooked because prevailing societal attitudes are dismissive of older adults.

Action for Change

The way to change attitudes in society is to start by changing our own attitudes about ourselves. While many of us may be retiring to a less high-pressure life, we cannot buy into the belief that we are no longer relevant. Look at Maye Musk, who has continued to work as a model well into her seventies.

The other thing that we must do—and inspire others to do—is call out ageism when we see it. Every time we see a dismissive commercial or hear a dismissive comment in the media, or even from friends and loved ones, we can say: JUST NOT TRUE.

The ultimate goal is for the women on my list to come to mind when we think of older women—not the confused, befuddled characters currently portrayed in some media.

Let me know: what is the image that comes to mind for you when you say “older woman”? Who would you nominate for my list?