Older people may have spending power but are ignored by ageist marketing, says report

A new report highlights the neglect and misrepresentation of older consumers in advertising, despite their significant spending power and growing presence in the global population. According to research from AARP, a powerful advocacy organization for older Americans, although over a third of the U.S. population is above 50, this demographic is depicted in only 15% of media images. The study, based on a sample of 1,116 images from popular brands and groups, reveals that stereotypes and age discrimination persist in marketing.

In the U.S., over 53 million people aged 50 and above contribute to a third of the labor force, but only 13% of the images reviewed by AARP portrayed older individuals in work settings. Instead, they were predominantly shown at home, often with a partner or medical professional. Younger people, on the other hand, were more likely to be depicted with co-workers. Furthermore, less than 5% of the images depicted older generations engaging with technology, despite data from the Pew Research Center indicating that 69% of people aged 55 to 73 own smartphones.

Martha Boudreau, AARP’s chief communications and marketing officer, criticized advertising agencies for perpetuating negative stereotypes about older consumers. Some recent ads have labeled being 50 years old as “basically dead” and characterized older individuals as selfish and out of touch. AARP is urging advertising agencies and their clients to update their portrayals of aging and has partnered with Getty Images to introduce a collection of 1,400 images that showcase older people leading active lives.

The lack of representation and distortion of older individuals in marketing campaigns is partly attributed to ageism within advertising agencies, where a majority of employees are younger than 55. Initiatives like the Society of Very Senior Creatives aim to support older advertising professionals. However, the industry is slowly evolving, with an increasing number of campaigns featuring older models. Despite progress, certain ads, even from reputable brands, continue to face criticism for their portrayal of older people, highlighting the need for continued efforts to combat age discrimination in advertising.