Greeting cards: changing age-negative to age-positive messaging

Another year, another birthday coming. In searching for the best card, we see racks lined with “over the hill” salutations. While aging humor seems the norm, growing older doesn’t have the same connotation it once did. Some greeting card designers are trying to change that, crafting kinder, more positive messages for the mature set.

Sara Breindel – co-director of Changing the Narrative, an anti-ageism campaign – explains that while birthday cards may sound innocuous, many carry hurtful messaging. This call for attitude adjustment sees older generations redefining what aging and birthdays mean, replacing “over the hill” with generational respect, wisdom and experience.

– Betsie Gambel, Founder, Gambel Communications