Why Does Ageism Persist in Advertising?
The graying of America goes on. According to the AARP, the 50-plus population will rise to 132 million Americans by 2030. And the population has very deep pockets, dropping $8.3 trillion into the U.S economy in 2018. That amount will more than triple, to $26 trillion, by 2050. The numbers are accompanied by dramatic changes in aging and the perception of aging. But brands companies seem stuck in a time warp.
Since time immemorial, marketers have heavily skewed their investments to the coveted 18-49 demo. When companies try and appeal to the 50-plus crowd they often traffic in stereotypes and default to catchy yet unrealistic ad campaigns celebrating "60 as the new 30" and "70 as the 50." To be sure, some brands are developing ad campaigns that more accurately reflect the diversity of aging, but they seem few and far between.
Michael Clinton, special media advisor to the CEO of The Hearst Corporation, and former president of marketing and publishing director of Hearst Magazines, joins host Matthew Schwartz to discuss why ageism persists in marketing and advertising, how marketers change their mindset, and why being more engaged with the 50-plus crowd is crucial yet often overlooked aspect of diversity, equity and inclusion.
The Champions of Growth Podcast airs Wednesdays at 2PM EST. For more information about the ANA Podcast Network, visit www.ana.net/podcasts.
Source
"Why Does Ageism Persist in Advertising?" Champions of Growth Podcast, 2/6/23.