Ageist Practices in Marketing and Advertising
January 04, 2018 · 2 min read
Did you know that people 50 years of age and older in the United States account for 50% of all consumer spending but only 10% of marketing funds are targeted towards people in this demographic?1
Marketing and advertising are two sectors that increasingly employ younger generations – in 2017, just 6% of people working in the advertising industry in the United States were over the age of 50 years. Due to this demographic trend, younger people in these sectors may lack an understanding of older generations, resulting in misconceptions or biases.
Older consumers, especially those over the age of 50 years, may be mistakenly characterized as being tight-fisted with their money, set in their ways, uninterested in new products and brands, and lacking an understanding of technology – in particular social media, which is quickly becoming a central focus of many advertising campaigns.
A 2017 study by marketing consulting firm Age of Majority found that “incorrect marketer assumptions about consumers have contributed to a high level of dissatisfaction among consumers (especially older consumers) regarding how they are marketed to.”
One company that has found success in marketing to older consumers is the Gap Inc. owned Athleta, a fitness apparel company that tapped into the market of older women looking to either get fit or stay fit as they age. Athleta’s customer demographic ranges from about 35 to 55 years of age, and this is reflected in their marketing, which frequently features models over the age of 50.
While some companies and marketing/advertising firms are taking steps to engage with older people, there is a growing demand for a deeper understanding of the needs and wants of older people, as well as how to market effectively to them; especially given that the global population of people 60 years of age and older reached 962 million people in 2017.
The International Federation on Ageing's Expert Centre has several experts who can speak on marketing, advertising, and ageing - please click on one of the icons above to arrange an interview.
1 Statistics courtesy of US Census Bureau and AARP
Source:
Featured Experts:
Other Experts:
-
Dr. Rory Fisher
Frailty
Public Policy
Quality of Care
-
Prof. Paolo Bonanni
Vaccination
Vaccination Strategies
Epidemiology
Infectious Diseases
Preventative Medicine
-
Gary Finnegan
Newspapers
Media Relations
Journalism
Social Media
Strategic Communications
-
Mr. Mathew Cherian
Elder Abuse
Human Rights
Ageing in Place
Home Care Public Policy
-
Ms. Donna Butts
Health and Ageing
Intergenerational Connections
Ageist Practices in Marketing and Advertising
January 04, 2018 · 2 min read
Did you know that people 50 years of age and older in the United States account for 50% of all consumer spending but only 10% of marketing funds are targeted towards people in this demographic?1
Marketing and advertising are two sectors that increasingly employ younger generations – in 2017, just 6% of people working in the advertising industry in the United States were over the age of 50 years. Due to this demographic trend, younger people in these sectors may lack an understanding of older generations, resulting in misconceptions or biases.
Older consumers, especially those over the age of 50 years, may be mistakenly characterized as being tight-fisted with their money, set in their ways, uninterested in new products and brands, and lacking an understanding of technology – in particular social media, which is quickly becoming a central focus of many advertising campaigns.
A 2017 study by marketing consulting firm Age of Majority found that “incorrect marketer assumptions about consumers have contributed to a high level of dissatisfaction among consumers (especially older consumers) regarding how they are marketed to.”
One company that has found success in marketing to older consumers is the Gap Inc. owned Athleta, a fitness apparel company that tapped into the market of older women looking to either get fit or stay fit as they age. Athleta’s customer demographic ranges from about 35 to 55 years of age, and this is reflected in their marketing, which frequently features models over the age of 50.
While some companies and marketing/advertising firms are taking steps to engage with older people, there is a growing demand for a deeper understanding of the needs and wants of older people, as well as how to market effectively to them; especially given that the global population of people 60 years of age and older reached 962 million people in 2017.
The International Federation on Ageing's Expert Centre has several experts who can speak on marketing, advertising, and ageing - please click on one of the icons above to arrange an interview.
1 Statistics courtesy of US Census Bureau and AARP
Source:
Featured Experts:
Other Experts:
-
Prof. Suzanne Garon
Age-friendly Environments
Social Work
Lifelong Learning
Gerontology Research
Community Development
-
Michael Adams
Program Strategy
Non-Profit Finance
Strategic Planning
Shaping Public Debate
Persuasive Writing
Board Relationships
Media Spokesperson
-
Liat Ayalon, Ph.D.
Combating Ageism
Formal and Informal Care for Older Adults
Mental Health
Health Policy Research
Mental Health Service Use and Clinical Outcomes in Older Adults
Ageism Discrimination
-
Mr. Glenn Miller
Urban Planning
Education and Training
Active Ageing
Built Environment
Public Policy
-
Prof. Dr Hans-Peter Hammes
DR Barometer Program
Diabetic Retinopathy
Biochemistry
Diabetic Microangiopathy
Medical Retina
Recent Articles
Contact us
Telephone: +1 (416) 342-1655
Fax: +1 (416) 639-2165
1 Bridgepoint Drive, Suite G.238
Toronto, Ontario
Canada
M4M2B5
© 2021 International Federation on Ageing. All rights reserved.
