How did ageism in marketing become so common?
Added: (Mon Sep 04 2023)
Pressbox (Press Release) -
Did you know that people over 50 make up more than one-third of the American population but only appear in 15% of media images? This lack of representation points to a much larger issue within the marketing industry: pervasive ageism, which reinforces dangerous stereotypes and makes older people feel invisible and undervalued.
Ageism is the discrimination and prejudice against people based on their age. Ageism disproportionally affects older people. In fact, globally, one in two people are ageist against older people.
The issue of ageism in marketing is twofold. On the one hand, older people are not represented sufficiently, and on the other hand, when they are represented, it usually reinforces outdated stereotypes. They’re portrayed as frail, dependent, and technologically illiterate, even though a majority of them own smartphones and use technology on a daily basis.
Let’s set aside for a moment the significant societal issues that come with reinforcing ageist stereotypes. The fact is, these depictions only serve to alienate a growing age group with significant spending power. So there are two good reasons for the ad industry to do the “right thing” by the older generation: eradicating ageism and ensuring they’re attracting consumer spending from people of all ages.
The consequences of ageism in marketing
Perpetuating ageism has significant detrimental consequences for older people, the marketing industry, brands, and society.
Losing out on a significant consumer demographic
Brands are leaving money on the table by failing to connect with older adults. According to one AARP study, a staggering 62% of older people feel that ads show unrealistic representations of their age group, and nearly half believe ads reinforce harmful stereotypes. This alienation is resulting in a significant consumer base being overlooked and underserved.
This is especially concerning given that seniors are the wealthiest age group, with the potential to bring in incredible buying power. The silver economy is turning into a serious player in the market. With over 750 million seniors worldwide, the silver economy is predicted to grow to over 1 billion by 2030. That’s a lot of people with healthy buying power being alienated by adverts.
Negative impact on older consumers’ self-worth and mental health
While the financial implications of ignoring the senior demographic are important, what about the impact of ageism on older adults’ mental health? One Australian study found that experiences of ageism are related to poorer mental health outcomes in older adults. The study involved more than 2,000 participants aged 60 and above. It showed a link between recent ageism experiences and mental health issues such as depressive symptoms, anxiety symptoms and general stress.
Negative stereotypes perpetuated by advertising can result in feelings of worthlessness and hopelessness among older consumers. Studies like this show that advertising has consequences beyond just driving sales, and perpetuating ageism has an impact on the older demographic.
Reinforcement of ageism and age discrimination in society
Despite ageism’s impact on older people’s mental health, ageist ads still get the go-ahead. And women are often disproportionately affected by this. A recent study found that 44% of British women aged 50 and over believe advertising to be patronising, with over a quarter believing it contributes to negative stereotypes.
The beauty industry embraces the “anti-age” message, which, in and of itself, can be described as ageist. The same tired message hounds younger consumers (and specifically women) on social media apps like TikTok: “ageing is public enemy number 1, and we must do everything in our power to stop it.”
Is that why older women are largely missing from ads? And, when they appear, it’s usually in a decrepit state, simply reinforcing stereotypes. The marketing industry has turned old age into an affliction that young people must try to avoid at all costs. That, in itself, pits millennials against boomers.
By reinforcing ageist stereotypes, advertising contributes to a society that discriminates against older people and largely misunderstands what this demographic is like.
Why ageism is common in marketing
Why is it that ageism is so common in marketing? Let’s face it; marketers have the resources and know-how to appeal to their desired audience. Just check out this tongue-in-cheek HereWeFlo’s Bridgerton-inspired ad which cleverly captured the obsession with period drama.
So what is it that is causing marketers to ignore this all-important demographic?
Perception of youth culture dominating the market
Marketers are obsessed with young people. They’re convinced young people dominate the market, even though, in truth, older people are more likely to spend on luxuries, and young people’s spending power has actually declined in recent years.
But marketers haven’t got the memo. Just look at Sephora’s LGBTQ+-friendly ad, which aimed to foster inclusivity and celebrate non-binary and gender-fluid people. A worthy goal and a beautiful ad in most respects, except for one thing.
The ad ran for one minute and forty seconds and portrayed lots of conventionally attractive young and trendy people. Approximately 3 seconds of the total running time contained footage of an older individual.
Is the implication here that older people and LGBTQ+ don’t mix? Or are older people simply not Sephora’s preferred “look”? The jury’s out on that one, but an ad aimed at inclusivity should surely represent different demographics.
There is a clear bias towards appealing to the younger generations here.
Stereotypes and misconceptions about older consumers
When was the last time you saw an older person in a marketing campaign? Chances are, you have. They exist, however rarely. When older people are included in campaigns, they tend to be massively misrepresented.
They’re often portrayed as technologically illiterate, which is actually a pet peeve of 70% of older people who feel like advertisers overuse this trope. When you consider that 90% of older people use smartphones and 85% shop online, this stereotype is truly unfounded nowadays.
Other “popular” stereotypes include showing older people as physically weak or decrepit. Ads also show older people as lonely. In fact, AARP analysis revealed that 7 in 10 images of older people show them in isolated situations where they’re sitting alone and vulnerable or with a medical professional where they’re receiving care.
Marketers just don’t get it. For instance, did you know that 75% of consumers aged 55 and older are actually “active agers”? This means they’re mentally, socially, and digitally active people. In other words, they’re keeping up with the times and probably own (and operate) a smartphone confidently.
They’re also not in love with the fact that ads seem to want to portray them as old, decrepit, and out of touch. Why? Well, it’s simple. It’s just not who they actually are.
Lack of representation and inclusion of older people in the industry
There’s another really important reason why older people aren’t being appropriately represented in marketing campaigns. The marketing industry is young. In the UK, for instance, only 6.2% of advertisers are 50 and older. And ageism is ripe in agencies. A survey conducted by Campaign found that 32% of respondents within the industry had experienced ageism.
Against this backdrop, it’s easy to see why marketing is ageist. There aren’t enough older people working in the industry to help shape an inclusive, representative message. Younger people can’t truly understand this demographic or its pain points.
And the few older colleagues in the industry face ageism themselves – their voices are silenced, so they can’t make an impact. The whole advertising industry needs an overhaul, it would seem.
Ways to combat ageism in marketing
Did you know that by the mid-30s, approximately 50% of all UK adults will be over 50 years old? Yup. That’s half of your potential customers aged 50 and above.
But it goes further than that. Currently, over 50s in the UK spend £319 billion a year, accounting for 54% of household consumer spending.
And yet, marketers are ignoring this very wealthy, growing demographic. In fact, only 5% of ad spend budgets are dedicated to adults in the 35-64 demographic.
It might be time to tackle ageism in marketing. Companies that do might find they have the upper hand in a few years’ time. But how do you get started?
Take time to understand the older demographic
Contrary to popular belief, this is not a homogenous group – no one-size-fits-all solution exists. Older adults are a diverse group with a wide range of interests, preferences, and behaviours. Marketers need to invest time and resources in getting to know this audience as individuals rather than lumping them all together into one category.
Challenge stereotypes and misconception about ageing
One of the most insidious aspects of ageism is the way it perpetuates stereotypes and misconceptions about ageing. Many marketers assume that older adults are technologically challenged, resistant to change, and set in their ways.
The reality is that older adults are just as capable of embracing new technologies and ideas as younger people. By challenging these stereotypes and misconceptions through your campaigns, marketers can create more inclusive campaigns that resonate with this audience.
Investing in research and innovation to cater to older audiences
We live in a rapidly changing world, and the older generation is no exception. They’re tech-savvy, and they expect brands to keep up. Investing in research and innovation is crucial to cater to this audience. Find out what new products and services will meet their needs, and don’t be afraid to experiment with new technologies to tweak existing offerings.
AgeGroup, for instance, has several products aimed at this demographic. AgeMeet, launching later in 2023, provides a safe and secure environment for older people to meet and interact with each other. The goal is to tackle social isolation.
Why we should work to tackle ageism in marketing
Marketing is a powerful tool that shapes our culture and influences our behaviour. When older people are not represented sufficiently in marketing, it reinforces negative stereotypes and feeds into the ageism that is already present in our society.
This is hurtful and dangerous, as it can have real-life consequences, such as limiting job opportunities, access to healthcare, and social interaction.
But beyond the harm to older people, marketers who engage in ageism or ignore this demographic are only hurting themselves. This growing demographic has significant spending power. Not addressing their needs and tweaking marketing campaigns to appeal to them is a massive missed opportunity.