Hollywood actress and producer Jennifer Love Hewitt—beloved for her roles in Party of Five, I Know What You Did Last Summer, and ABC’s biopic on Audrey Hepburn—recently made headlines by standing against ageist stereotypes and the constant scrutiny of her appearance.
Why should we care? Because Jennifer’s experience teaches us invaluable lessons about how leaders can combat ageism, reshape their brands, and reject our culture’s unhealthy obsession with youth.
Hewitt’s reflections call out society’s deeply ingrained negative attitudes toward aging and expose three key forms of ageism: institutional ageism, where policies and practices marginalize older individuals; interpersonal ageism, where biases are expressed in relationships; and self-directed ageism, which limits personal potential and self-worth.
I believe it’s on leaders to recognize these biases and ensure they aren’t perpetuating them further. These negative stereotypes don’t just harm individuals and impact their quality of life—they limit creativity and progress. On the flip side, I do believe tackling ageism offers an incredible opportunity for the right brands to stand out—and engage audiences—by rewriting the narrative and celebrating aging as powerful, positive, and liberating.
As I emphasize in my book The Kim Kardashian Principle, powerful brands build strong emotional connections with their audiences. And some super powerful brands have a knack for identifying underlying societal tensions—I describe these as unspoken truths or contradictions that many feel but rarely express. Take, for example, the assumption that older people always aspire to stay young. In reality, many older individuals—and Jennifer Love Hewitt would agree—appreciate their age and the wisdom it brings, yet they often feel pressured to conform to a narrative that denies this perspective. A powerful brand can step in, challenge this norm, and give voice to these suppressed sentiments, creating a sense of liberation and and enormously strong connection with its audience.
Ageism: A Cultural Challenge Brands Can’t Ignore
Jennifer Love Hewitt’s story puts a personal face on the realities of age discrimination— and humanizes it. Fans and critics alike have projected ageist attitudes onto her, expecting her to look the same as she did in her 20s—a standard she refuses to accept.
“For me… it was like me and my 20s … people seem to have a really hard time accepting that … I don’t look that way anymore,” she said at 45.
She has also described digital ageism—the harsh comments she faces on social media—as “hurtful.” These experiences highlight the quiet but pervasive impact of implicit ageism, which shapes social norms and reinforces harmful stereotypes.
The research backs this up. A Duke University study shows how age stereotypes damage individual well-being, restricting opportunities and reducing life satisfaction.
Take the beauty industry. For ever since I can remember, it’s sold the idea that youth equals beauty, excluding older individuals—especially those over 50. Dove’s research reveals that two-thirds of women feel pressure to look younger, creating a toxic cycle of unrealistic standards. Alarmingly, even preteen girls are being drawn into this narrative, using anti-aging products— many out of the fear of aging and before they’ve even had the chance to grow up.
Jennifer Love Hewitt’s story is not just about rejecting unfair standards on the basis of age; it’s a rallying cry for leaders to rethink how they see aging—and how they position it in their brands. I’m convinced Jennifer Love Hewitt‘ story is also yet another indicator of a cultural trend towards anti-ageism that I have been observing for a while and that I believe is only going to gain further momentum. Let’s celebrate aging not as a problem to be solved but as a privilege that brings wisdom, strength, greater beauty and greater value.
Brands that are getting it right
I’ve always been a fan of Dove’s campaign for real beauty. The “Campaign for Real Beauty” effectively addressed and ‘released’ a deep societal tension: the media’s portrayal of a singular standard of beauty as the ideal. When women were asked about the qualities they found beautiful, their responses revealed a diverse and expansive range of definitions that challenged this narrow narrative. The campaign celebrated this variety by featuring models of different shapes, sizes, and appearances, emphasizing that beauty is multifaceted and deeply personal. It shifted the focus from outward appearance to how individuals feel about themselves, redefining beauty as a reflection of confidence and self-acceptance.
Now Dove’s Beauty Never Gets Old campaign—seems to be taking yet another next step in the disruptive direction and offers a masterclass in challenging ageist narratives and age-based discrimination, positioning aging as both a privilege and a source of power. Celebrating the 67th anniversary of their iconic Dove beauty bar, Dove featured real women over 60 as vibrant, confident, and unapologetically glamorous. Instead of leaning into tired stereotypes—or just as bad not bothering to have a conscious conversation around ageist beliefs and the impact of ageism—the campaign celebrates these people ages, and highlights individuality: Maureen practices headstands, Vanessa shreds on her guitar, and Althea indulges in Chinese food while lounging in a bubble bath. These women defy conventional expectations of what it means to look, live and be over 60 years old, challenging notions of frailty and embracing joy, strength, and style in every aspect of their lives.
It’s a bold, disruptive idea that strikes at the very tension Jennifer Love Hewitt and so many others have experienced. Society often tells women that aging is something to fight against, yet Dove—and Hewitt—remind us it’s something to celebrate. As Hewitt herself said, “Age is age. I think women really come into this… acceptance of themselves and comfortability in their 40s that is beautiful.
Interestingly, this same energy is echoed in Nicole Kidman’s Babygirl, a film tackling the societal discomfort with age-gap romances. Directed by Halina Reijn, the film explores a 29-year age gap and challenges the double standards surrounding age in relationships. Reijn points out, “If we see a movie where the male actor is the same age as the female actor, we find that odd. Which is insane.” She emphasizes that we’ve internalized the male gaze and patriarchal expectations, and freeing ourselves from these norms is no small feat. But most importantly, the film and director looks to normalize age gap differences in relationships, that’s right, even a 30 or 40 year age gap difference.
The broader cultural shift can be seen in other films like Gabrielle Union’s The Perfect Find and Anne Hathaway’s The Idea of You, which are redefining what love and aging look like on screen.
Dove’s campaign, and efforts like Halina Reijn’s Babygirl, make aging visible and aspirational, proving that beauty and confidence don’t have an expiration date. Most importantly, they serve as a wake-up call for leaders across industries. Brands have a responsibility to reject harmful narratives and embrace aging as a privilege—not a problem. It’s time for leaders to empower all generations by making aging a symbol of strength, individuality, and growth—i’m building bridges with younger generations, not divisions.
Breaking the Cycle of Ageism
Jennifer Love Hewitt’s candidness about her journey—from navigating motherhood to building professional resilience—underscores the power of fostering intergenerational and community relationships. Brands can take a cue by connecting authentically with consumers across the age spectrum, recognizing that people’s needs and identities naturally evolve as they age.
Campaigns that challenge outdated stereotypes, like the “senior moment” trope, can create inclusive and relatable messaging. Yet, as Channel 4’s Mirror on the Industry 2021 report reveals, only 12% of UK advertisements feature individuals aged 55 and older in lead roles—and when they do, they are often cast in roles that portray them as needing assistance. There is no doubt in my mind that this must change.
So how would I say brand leaders can actively fight ageism? By taking action in several key areas. They can promote inclusive and diverse representation in marketing, countering visual ageism; advocate for laws that address workplace inequities; and support educational efforts such as the APA Community Network or the Center of Excellence for Behavioral Health Disparities. Additionally, systemic challenges like dependency ratios and financial insecurity can be addressed through tailored, forward-thinking solutions that empower older demographics.
By embracing these principles, brand leaders can drive meaningful societal change. Rejecting harmful narratives and reframing aging as a privilege and a source of strength isn’t just about doing what’s right—it’s about staying relevant in a world that is increasingly valuing inclusivity and progress.
Ageism affects far more than individuals—it ripples across industries, governance, and societal frameworks. Older demographics often face systemic challenges, such as disparities in insurance coverage and limited support from insurers. Countries like Germany have taken significant steps to combat institutional ageism, implementing government-backed initiatives that provide a blueprint for others to follow.
Brands, too, play a crucial role in addressing ageism. Tackling all forms of discrimination, including reverse ageism, is essential for creating equitable policies that align with modern social values. This effort isn’t just morally right; it’s also strategically relevant. Younger generations gravitate toward brands with a strong sense of societal purpose, and educating them on the harm caused by ageist behavior fosters empathy and awareness. Success lies in bridging intergenerational practices through thoughtful employment relationships, ensuring a collaborative and inclusive environment for all age groups.
The Courage to Rethink Aging
Jennifer Love Hewitt’s advocacy—and those of many other American women film producers, and American women television producers—make one thing clear: confronting discrimination on the basis of age demands courage, authenticity, and relentless effort. For brands, this means reimagining the narratives surrounding aging, challenging entrenched stereotypes, and creating opportunities that celebrate the potential and power of individuals at every stage of life.
“It’s hard because I think as humans, we want to evolve … we want to have lines on our faces, and you know our boobs be lower from breast-feeding our children, or you know our butt’s bigger,” she said with a laugh.
“Whatever it is, you just want to have the freedom to be whoever you are at that age. And it’s hurtful sometimes when people reject you as you are verbally on Instagram or the internet because they’re having a hard time adjusting to it.”
Hewitt’s example shows us that aging is not a limitation but a source of strength, growth, and wisdom. It’s a reminder that every chapter of life offers new opportunities to connect, inspire, and lead.
I believe the fight against ageism should be a top priority for leaders yet few brands seem to be making any effort to debunk the inaccurate stereotypes out there or reimagining the negative stereotypes of ageism. As leaders, our fight against ageism should start by questioning our own ageist beliefs in order to then acknowledge the existence of explicit or implicit ageism, and also the negative impact and effects of ageism. Combating ageism in the workplace, addressing systemic discrimination, and dismantling benevolent stereotypes are no longer optional—they’re essential steps toward a more inclusive and equitable future. Here’s what I believe: it’s time to redefine aging, unlock its power, and create a world where every generation thrives unapologetically—geared less by age and more by possibility. Is that ageless enough for you?
Named Esquire’s Influencer Of The Year, Jeetendr Sehdev is a media personality, international speaker and the author of the New York Times bestselling sensation, The Kim Kardashian Principle: Why Shameless Sells (and How to Do It Right.)