While I must remind you to comply with the Anti-Discrimination (Sex Age Disability and Other) Order and the Sex Discrimination Ordinance, I can offer some aspects you may want to consider when making decisions for potential models. Remember that these aspects should be aligned with your specific brand, campaign and target audience. 1. **Brand Image and Persona**: Your company may be creating a dynamic, modern or fashionable brand image, which may be more aligned with the characteristics of a younger model. Young people are often associated with youth, energy and creativity, which may help to shape and strengthen your brand image. 2. **Target Audience**: Consider the age and demographic of your ideal customer. For example, if your company focuses on products or services for young adults, then a younger model may be more likely to resonate with your target audience, increasing the effectiveness of your advertising. 3. **Trends and Fashion**: The fashion industry often promotes younger models because they are often associated with the latest trends and styles. By choosing a younger model, you may be better able to capture the current fashion trends and aesthetics. 4. **Energy and Athleticism**: Younger models may be more suitable for shoots that require more physical activity, energy or athleticism. For example, sports or outdoor advertising may require models who are more energetic and capable of action. 5. **Social Media Presence**: Younger people are often more active on social media, which may be an advantage you can use in your campaigns. Younger models may have a greater social media presence or a better understanding of online platforms, which can help amplify your brand’s message. 6. **Diversity and Inclusion**: While you mentioned not wanting to be ageist, it’s also important to showcase diversity and inclusion in your model selection. You may want to consider models of different backgrounds, abilities, or ages to ensure your brand represents a wider audience. 7. **Specific Campaigns or Products**: Certain products or services may require models of a specific age or demographic. For example, elderly care services may require older models, while children’s clothing may require younger models. 8. **Creative Vision**: Ultimately, your model selection should be driven by your creative vision and art direction. Consider what kind of models will best align with your advertising concept, composition, and overall aesthetic. Things to remember: * Avoid using terms that directly or indirectly refer to ageism, such as “youthful energy” or “younger-looking.” * Consider diversity and inclusion when selecting models to avoid accusations of ageism. * Prioritize making informed decisions based on your creative vision, brand image, and target audience. * Use inclusive language that emphasizes desired skills, traits, and characteristics rather than focusing on age itself. Remember, I cannot stress enough that compliance with anti-discrimination laws is essential when you are selecting models. Always adopt an inclusive and respectful approach and avoid discrimination based on age or other protected attributes.