This article aims to enhance the conceptual debate on diversity in old age by exploring the interplay of diversity in later life and images of old age. We argue that the analysis of images of old age on the micro-level is a fruitful methodology in order to unravel the meaning of diversity in later life. Drawing on findings from qualitative research in Berlin, we explore how new and diverse imaginations, experiences and lifestyles of old age emerge. The conceptual focus on images of old age enables us to investigate further what diversity in later life comprises and how it simultaneously fosters the genesis of new images of old age. The manifold new images we found in our research suggest that prevalent societal discourses about old age on the macro-level are rather deceptive and represent mostly stereotypes such as ‘active agers’ or ‘frail and dependent elders’. We offer three explanations why alternative images of old age are currently barely present in public discourse: (a) the actors transmitting images of age; (b) the institutionalisation of the images; and (c) the challenge to communicate complexity. We conclude by suggesting that images of old age are a promising starting point to explore and make visible both the diversity of social groups within the older generation as well as the heterogeneity of older individuals.

This article deals with old-age care facilities in Poland which are aimed at people from Germany. These facilities emerge against the background of severe criticism of old-age care facilities in Germany. The media projects a widespread use of these facilities, claiming this is mainly due to the lower costs as compared to Germany. Against the backdrop of normative discussions about old-age care in Germany, doubts about a widespread use of facilities abroad may arise. Indeed, we will show that in quantitative terms, the facilities in Poland are a marginal phenomenon. Drawing on neo-institutional organisation theories, we demonstrate that the facilities face legitimisation challenges that consist of being able to align with the socially shared values and norms of old-age care in Germany to position themselves as a legitimate option. We analyse whether and how the facilities deal with these challenges. We particularly focus on the only facility we found that has a substantial number of residents from Germany. We show how the facility takes on the legitimation challenge by its motto ‘Just like in Germany – only better’, while other facilities position themselves as ‘low-cost facilities for people from Germany’. The low take-up of the latter indicates that low prices alone do not attract a substantial number of residents from Germany into the facilities.