Is this hearing-aid advert ageist?

This ad for a ‘revolutionary’ hearing aid device could have been quite fun but instead it becomes a tired, stereotypical (dare I say ageist?) portrayal.

In this Bond-esque spoof, the older woman explains the unique benefits of the device to the (younger) agent but sadly/predictably, the older woman walks off with the aid.

Not only is this ageist, it’s also naive marketing.

Although the ad comes from an Australian company, let’s look at the data for prevalence of hearing loss in the US market for example;

  • The majority (65%) of people with hearing loss are younger than age 65.
  • There are more than six million people in the U.S. between the ages of 18 and 44 with hearing loss
  • Nearly one and a half million are school age

I can’t imagine that a mature advertising creative (or client for that matter) would have endorsed this creative approach.

To create an Age-Friendly world, we must understand the physical changes that ageing brings and adapt the customer experience so that these inevitable changes seem natural and beneficial for all ages. We call this, Lifetime Customer Experience.