Celebrating Age: An Interview with Jan Golden from Age-Friendly Vibes

Getting older is inevitable, but the way we view and celebrate it can vary greatly. In our latest collaboration, we’ve partnered with Age-Friendly Vibes, a company founded by designer and activist Jan Golden, to create a greeting card line that celebrates all the positive aspects of aging.

Jan, a passionate advocate for changing the narrative around aging, was inspired to start Age-Friendly Vibes after encountering a sea of negativity in traditional birthday cards.

We caught up with Jan to learn more about her brand and how she has used design to create positive change.

What inspired you to start Age-Friendly Vibes?

In doing research for an anti-ageist birthday card contest sponsored by Changing the Narrative, an ageism awareness campaign, I was astounded by the number of ageist cards prominently displayed on retailer shelves and at the top of search results.

Cards intending to celebrate a birthday that loudly declares you’re now old, or the worst offenders with caricatures of sagging body parts, paired with clever quips about how awful it is to be old.

As a pro-age advocate, I was motivated to use my graphic design skills, tech skills, and creativity to create a line of thought-provoking, clever, and inspiring cards that celebrate age.

What are some of the biggest challenges you face in counteracting age stereotypes?

The idea that getting old is something to dread is rooted deeply in our youth-obsessed culture. It’s reinforced in advertising, on the internet, and, unfortunately, when celebrating birthdays. This pitting of young vs. old and old vs. young is called ageism, which is prejudice based on age.

Ageism impacts our ability to stay employed and our physical and mental health, so much so that when ageism gets internalised, it can impact our life span by up to 8 years. 

Yet when it comes to celebrating birthdays, retailers claim the cards that ‘poke fun’ at getting older are top sellers. I argue that they haven’t given their customers an alternative.

Can you share some of the best stories you’ve heard from customers about how your cards have impacted their lives?

I get many positive reviews, saying that people are thankful for positive messages about aging and that the recipient loved the card.  

One story I recently heard really stands out. A friend of mine was at a birthday party for her niece, who turned 30. When someone in the group gave her my card, ‘The older you get, the more beautiful you are inside and out,’ it was a big hit! I envisioned this card for people later in life, but this sweet sentiment works for all ages.

What are you most proud of accomplishing with Age-Friendly Vibes so far?

Even though I was new to the greeting card industry, I was able to apply the valuable skills I acquired throughout my career to quickly and effectively make an impact in this complex industry.

For the first time in my life, I found the sweet spot in doing work that I love, that I am good at, that the world needs, and that I can get paid for. As a result, my business is thriving, and this important message is widely distributed thanks to this collaboration with Kindred.

What advice would you give to other creatives who are looking to make a positive impact through their work?

The advice I received along the way, ‘if you talk to everyone, you talk to no one’, has really stuck with me. I focus on sentiments missing on greeting cards that appeal to older adults; especially women. It also helps that I’m a part of the demographic I am serving. The result is a line that is cohesive and speaks clearly to this important segment of greeting card buyers.

If you had to pick, which is your favourite card from the Age Friendly Vibes x Kindred Cards collaboration, and why? 

One of my favourite cards is, ‘Don’t worry about getting older, everyone’s doing it. Happy Birthday!’. It’s the perfect way to start a conversation about the many positive aspects of getting older, which is on the top of everyone’s mind on their birthday.

Read more about Age-Friendly Vibes here, and be sure to view the full Age-Friendly Vibes x Kindred range when it hits our Amazon shop very soon.