With so much talk about diversity, and its bedfellow inclusiveness, older people are too often left out. According to this article in Marketing Week, based on research from UM, two-thirds (68%) of British people aged 65 and older believe ads often stereotype people their age. It’s amazing to me how we still need research to […]
UK
Age is a dangerously limiting predictor of consumer attitudes
Something we’ve been banging on about for years is now confirmed in research from the UK, that attitude replaces age for targeting consumers.
Are age-detecting billboards extending an obsolete 'ageist' strategy?
News that “smart” outdoor screens, which track the ages of passers-by and select ads based on their profiles, is puzzling at a time where one could argue the declining relevance of age-based targeting.
Leading insurer wises up to ageing
If the latest campaign from UK insurer BUPA is anything to go by, the insurance industry may be getting to grips with the consumer-centric approach to the issues of ageing.
Older People Still Under-Represented on TV
Women and older people are still starkly under-represented on UK television. A report by the Creative Diversity Network revealed that television was far younger and more male than the population at large. It said older people were “considerably under-represented” with over-55s accounting for just 8% of entertainment presenters and 12% of lead roles in drama. The research […]
Barclays Bank Helping Older Customers Bridge the Digital Divide
Banks have a vested interest in educating their customers how to use online tools. Barclays in the UK are
Marks & Spencer Campaign Recognises Women Regardless of Age
Marks & Spencer has revealed the latest iteration of its ‘Leading Ladies’ marketing campaign.
Age UK Loves Later Life in a pro-ageing TV spot
The charity is replacing its “Improving later life” brand slogan with “Love later life” with a TV campaign.
Distorted ageing stereotypes. The danger of generalisations.
If you believe some pundits, the 65+ cohort are mostly Divorced, Rich, Aged 65+, Overseas Traveller, and Networker i.e. DRAGON’s. Complete with the nauseating image of an “older couple on a beach”, this article written by a “junior planner” in an advertising agency seeks to redefine the older generation. The subhead reads; Baby Boomers are […]
