The 'ism' that will affect us all.
"Age is just a number"
is unfortunately not a sentiment that is often reflected in marketing. Brands, retailers and culture have long celebrated youth and misrepresented older generations, but with Gen X currently making up 31% of the global population, this old thinking is doing more damage to your brand than you think.
Shifting the mindset.
When the older generation usually appear in an advert, it’s normally to enact a young person’s idea of middle or old age: pottering around, cooing over the grandchildren, worrying over the free gift when they buy life insurance.
Mullen Lowe’s advert for Magnum – ‘The Pleasure Residence’ – nods to the brand’s overarching positioning around ‘pleasure’ but giving it a new twist. It felt memorable and unconventional. But is this because it showed older people enjoying and indulging themselves.
Consumers in their 50s, 60s and older have enormous spending power, but relatively little adland visibility.
The ‘Invisible Powerhouse’ identifies seven distinct groups within the 55+ market that differ by attitude, not age.
Caring conformists – 15%*
Security seekers – 14%*
Savvy spenders – 18%*
Carefree hedonists – 12%*
Experience lovers – 13%*
Accountable citizens – 13%*
Social progressives – 14%*
*of UK adults
Social influencing.
In 2022, H&M unveiled its ‘playfully over-the-top’ collaboration with renowned interior designer and longtime style icon, Iris Apfel. She even had a Barbie doll created for her and two ‘styled by’ dolls.
Creating narratives beyond our own experience that connect generations and cultivate connections across all age groups that show a more positive age authenticity.
Mobilisation.
Brands such as Dove, Primark and Sloggi, have promoted ageing as something to be embraced.
An igniting of the ‘Going Grey Movement’ in Canada 2023 with the dismissal of Lisa LaFlamme from the CTV news channel for her grey hair! Dove embraced ‘going grey’ with a social media campaign and empowered other brands keen to show their support.
Change our future narrative to celebrate the privilege of older age.
Age neutrality.
Lazy brands are seemingly only interested in the attention of the new and shiny Gen Xs, Zs and Alphas.
Some brands are challenging the norms. Cosmetics brand 19/99 is shunning a youth-obsessed industry that so often capitalises on personal insecurities, to celebrate every person. Whether you are 19 or 99 years old.
