These artists redefine aging with their unique birthday cards
Greeting card artists are challenging the norm of mocking old age with their positive approach Rather than perpetuating stereotypes, they celebrate aging as a journey worth commemorating Discover how one artist's frustration led her to design her own cards that defy the damn, you're old narrative
Sara Breindel, co-director of the Denver-based anti-ageism campaign called Changing the Narrative, is challenging the common practice of birthday cards teasing someone for getting older. She is working to change the way we talk about aging.
Disheartened by the birthday card options that perpetuate negative stereotypes of older adults, the group launched a contest challenging artists to create age-positive designs. According to Breindel, the winning cards and others with similar messages are delivering a crucial and impactful statement.
Birthday cards may seem harmless, but according to Breindel, they have become a clear example of damaging messaging that can have serious health effects. "Our perception of aging influences how we age," she explains, citing studies that demonstrate how negative attitudes towards aging can impact both physical and mental well-being, and even shorten one's lifespan, whereas embracing a positive view on aging can lead to a longer life.
Sarah Schwartz, editor-in-chief of Stationery Trends, notes that "over the hill" birthday cards were once standard, but times are changing. According to Schwartz, there is a shift towards kinder and more positive cards, particularly those that celebrate aging. As a result, makers who design these types of cards are gaining a larger following on social media and are also seeing a growing share of the greeting card market.
Schwartz, who also writes about stationery on her blog, The Paper Nerd, notes that many of these ideas have truly resonated with their respective communities and have become firmly established. She explains that while it's typical for each new generation of greeting card artists to add their own twist, this current trend stands out as something unique.
"It's exciting to see older generations embracing this medium and using it to convey powerful messages that challenge traditional views on aging and birthdays, moving away from outdated stereotypes that have dominated our culture for years," she explains. Breindel notes that designers from diverse backgrounds and locations have accepted the challenge of Changing the Narrative, each bringing their unique artistic style and perspective.
Heres a look at some recent card designs and what inspired the artists who made them:
She grew up revering her elders. Immigrating to the US led to a jarring realization
When Marina Kishkovich immigrated to the United States from the USSR decades ago, one of the biggest culture shocks she experienced was the subtle and not-so-subtle disrespect for the elderly. She noticed it in the language people used and observed it in the cards they exchanged.
"My great grandmother lived to be 89 years old, and my grandfather lived to 100. Until their last day, they were both wise and thoughtful individuals that you could turn to for advice and stimulating conversation," Kishkovich said. "I couldn't fathom giving them a card that had a foolish message like, 'You're over the hill. Time to say goodbye'."
Over the years, she has been bothered by many of the birthday cards she's come across.
"It felt incredibly disrespectful and impolite to ridicule someone for something entirely out of their control. ⦠(But) it was so deeply ingrained that it didn't even occur to me as something I could address," she remarks. "It just seemed like, well, this is the way things are. And we're just going to have to deal with it."
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When Marina Kishkovich of Ampersand M Studio first arrived in the US over 30 years ago, she was taken aback by the way Americans treated their elders.
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Kishkovich reveals that she crafted a card for the Changing the Narrative campaign that complements others in her series, which frequently incorporates clever wordplay paired with illustrations of botanicals, fruits, and vegetables.
Kishkovich, 45, believes that the Changing the Narrative contest provided her with an opportunity to present a different perspective. She designed a card that fits with the rest of her collection at Ampersand M Studio, known for incorporating puns with images of plants, fruits, and vegetables.
Her card front says: "Thyme brings sage wisdom. Happy Birthday!" The feedback so far has been "very gratifying," Kishkovich notes, and telling. The card has been selling well, with many people expressing gratitude for its creation.
When she became a grandma, none of the stereotypes fit
"Given the dominance of negative cards in the market, it's refreshing to come across something like this. I've heard people comment that this is the exact kind of message they were searching for to share with their partner, friends, or parents."
When she became a grandma, none of the stereotypes fit
At 58, Karen Ritz became a grandmother and soon realized that the traditional stereotype of a grandma with no teeth and white hair in a rocking chair didn't reflect her reality or that of many others. Ritz, who resides in St. Paul, Minnesota, now runs a website advocating for "wrinkle-free grandparenting."
At 66, Ritz has illustrated numerous children's books and expanded her storytelling through greeting cards. Starting her card business a few years ago, she was inspired by the "Changing the Narratives" contest and her goal to showcase the beauty she has found in this stage of life. "I want to inspire people to embrace their age and have fun. This is the first time I can fully dedicate myself to being an artist and earning a living doing what I love. It's a wonderful age, and I've waited my whole life to be here," she explains. "I feel incredibly grateful to even be here, especially after the challenges of Covid-19. We all feel that way, don't we?"
Ritzs winning design depicts a sunflower and says, "Look how the future is unfolding from seeds you planted along the way."
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This design by Karen Ritz was one of 10 selected as part of Changing the Narrative's 2023 contest.
Courtesy Karen Ritz
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Ritz says in her cards she tries to focus on the beauty she's found in this stage of life.
Courtesy Karen Ritz
Its something shes seen reflected in her own grandchildren, now aged 9 and 7, as she nurtures them and watches them grow.
"Im just always working on things that will inspire them to learn more. ⦠Its just so fun to see them light up," she says.
And Ritz says shes learning with them, too.
She sees aging as a journey that should be celebrated
Several years ago, Lauren-Ashley Barnes was "stressed out and burned out" making custom wedding and birthday invitations.
Barnes, 36, from Dallas, admitted, "I used to say yes to things I didn't want to do just to please people." After taking Oprah's advice to heart, she began saying no and eventually launched Pineapple Sundays Design Studio, a card and gift company focused on bringing positivity and celebration into daily life.
Participating in the Changing the Narratives contest was a perfect match for her. She collaborated with her older sister to brainstorm ideas, one of which centered around a cast-iron skillet that reminded her of her grandmothers' cooking.
Her sister expressed her dislike, saying, "It's not enjoyable to me." Wanting to please, Barnes attempted a new design. She ultimately presented a winning concept which showcased a champagne bottle coupled with the sentiment, "Here's to countless more years... and becoming the best version of yourself!"
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As she brainstormed ideas for Changing the Narrative's contest, Pineapple Sundays founder and creative director, Lauren-Ashley Barnes, sought advice from her older sister.
Courtesy Lauren-Ashley Barnes
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Barnes' design was one of the 10 winners selected for the campaign. Her studio specializes in creating cards and gifts that aim to bring more positivity into people's daily lives.
Credit: Pineapple Sundays/Changing The Narrative
"As we age, we continue to evolve and grow. It's a cycle of self-discovery and renewal," she explains. "I believe this should be celebrated - not the numerical age, but the personal growth and thriving spirit."
Barnes believes this is a message that resonates with people of all ages.
She was fed up with damn, youre old cards. So she started designing her own
Jan Golden tried turning to Google to find funny birthday card options. She couldnt believe how negative the results were.
"I was filled with determination. It was shocking to see so many cards that seemed to mock aging and portray older adults in a caricatured manner," Golden remembers.
During that period, Golden was employed as a web developer. The unsatisfactory search results on Google and the birthday card contest by Changing the Narratives motivated her to create her own designs.
Golden chose not to participate in the contest as she was already volunteering for the organization and serving as a judge for the entries. However, her passion for creating cards grew as she continued to make her own, eventually leading to a new career. Her company, Age-Friendly Vibes, now produces the kind of cards she had always wanted to see.
These cards showcase bold, witty phrases in vibrant teal and red colors. Some of the options include "Older, wiser, hotter than ever," "Celebrating you never gets old," and "The older you get, the more beautiful you are, inside and out."
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Jan Golden left her job as a web developer to begin a second career designing cards at her company, Age-Friendly Vibes.
Courtesy Jan Golden/Age-Friendly Vibes
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Golden says she designs cards that "flip the script" to change the way we talk about aging.
Courtesy Jan Golden/Age-Friendly Vibes
Golden, 62, reveals that her unexpected source of inspiration comes from critical online comments. For instance, recent responses to Dolly Parton's Thanksgiving halftime show appearance sparked a fresh round of ideas for her.
"I have actually discovered ways to creatively challenge the criticism," she explains.
Golden traces the origins of ageist cards back to the 1980s, noting that cards with messages like "Theres an old saying about how great it is to get older. Too bad I cant remember what it is" began to emerge. She mentions that there were numerous copycats that followed, often featuring caricatures of older people, despite attempts to make them more positive, showing sagging body parts and hunched over individuals with walkers.
According to Golden, these messages can have detrimental effects extending well beyond the greeting card section.
"With your hiring manager and the marketing manager responsible for that ad also taking notice, the prevalence of ageism is evident in the healthcare industry as well," she explains. "This only adds to the harmful narrative that aging is synonymous with deterioration, sadness, and cognitive decline."
Golden is excited to see a more recent trend where the demand for her cards has grown since she launched her business two years ago. "People are ready to hear a different message," she says.
