Fashion can make older people have a better quality of life I have already mentioned, on a few occasions, the British organization Age without limits, which works creatively – and assertively – to empower older people. Recently, the entity released research showing that mature consumers believe that fitness brands leave them aside. In total, 4,000 adults in the United Kingdom were interviewed between January 16 and 20, 2026, using online questionnaires. Here are the main findings: One in five people aged 45 and over say their age group is excluded from advertising for gym clothes Age without limits Advertising: One in five people aged 45 and over say their age group is excluded from advertising for gym clothes. Perception: between 55 and 64 years old, around half have the perception that being ignored as a potential customer is common among companies. Representation: Furthermore, this audience considers that these brands do a worse job at representing age than the technology, beauty, hospitality and fashion segments in general. It is a huge mistake to neglect a rapidly expanding market. In the UK alone, people over 50 account for more than half of consumer spending. Among those interviewed in the survey, 26% said they would become loyal consumers if advertising included representation of individuals in their age group. When the fitness industry limits itself to showing young models exercising, it feeds the idea that older people shouldn't go to gyms and play sports. Harriet Bailiss, co-director of the Age Without Limits campaign, said: "We know that the over 50 are more active than ever and will become an increasingly larger proportion of the population in the coming years, as well as having huge spending power. So it's absurd that so many brands still act as if this mass of consumers doesn't exist and isn't worthy of their efforts to reach them." In fact, just take a look at the websites of Brazilian brands to also come across a similar situation. To make matters worse, the models seem to have been made exclusively for sculptural bodies – often, not even the G size offers the necessary comfort for those with a few extra pounds.