Marketers suffer needlessly from gerontophobia*

insight
Written By Johan van Mol

Photo by Tim Mossholder

Marketers have a conundrum on their hands: above 45 have the largest purchasing power, but marketers believe that "aspirational" equals "young". This article shows that portraying older people does not contradict aspirational advertising.

The Largest Wallets Are Underrepresented

Across Western and Southern Europe's seven most populous countries (UK, GE, FR, SP, IT, NL, BE), the share of people over 45 years old is 48.3%. In the US this is 42,1%.

The over 45s spend more than the under 45s in each of the EU countries considered. Across these countries the mean expenditure of the over 45s is 52.1% (3). In the US this is no less than 61,4%.

Despite their purchasing power, 45+ are underrepresented in advertising. Our analysis of 244 Dutch ads, 338 US ads, 1000 Belgian ads, and 58 European car ads revealed 20%, 16%, 14%, and 8,3% respectively of depicted persons looking 45 or older. 14,6% on average.

Chart of population over 45 and their representation in ads

Chart of population over 45 and their representation in ads

Representing your target audience in your ads is basic marketing, so underrepresenting people with the largest wallets makes no sense.

But another marketing truism is that advertising must be aspirational: advertising needs to show what people want to be, not what they are. So we have a conundrum on our hands.

Aspirational Is Mistaken For Youthful

"Aspirational" is confused with "young and beautiful" here. An older audience may certainly identify with a younger model or actor, but at a certain point the age elasticity stops; the brand will then seem "not for me" resulting in decreased brand relevance and consideration.

However, there shouldn't be a contradiction between old(er) and aspirational. A 2021 Audi commercial shows the then 56-year-old model Hugo Woddis. Many middle-aged men would aspire to look like him, not least myself ;-)

Audi advertisement portraying an elegant middle-aged man

Seniors Portrayed As Weak And Inept

When older people are portrayed at all, it is often stereotypically. In a 2021 AARP survey nearly half (47%) agreed that “ads of people my age reinforce outdated stereotypes.” Stereotypes include physically and mentally weak, lonely and technologically inept.

And a study by the University of Antwerpen of Belgian award winning ads shows that older people in advertisements are typically portrayed indoors socializing, without a speaking part.

Advertisement confirming all stereotypes of elderly people

Get old or get classic

It can be done differently though. Aging also offers wisdom, experience, stability, contentment and peace. The Magnum commercial "Get old or get classic" - which is very aspirational by the way - depicts just that.

https://youtu.be/oNGN9n1VIRM

Magnum advertisement showing old age in a refreshing way

Here Come The Granfluencers

Using more recent media channels? There are plenty of senior influencers. Just to name a few, the legendary Arnold Schwarzenegger and Dolly Parton, who is the original creator of the Linkedin, Facebook, Instagram, Tinder meme.

Using more recent media channels? There are plenty of senior influencers. Just to name a few, the legendary Arnold Schwarzenegger and Dolly Parton, who is the original creator of the Linkedin, Facebook, Instagram, Tinder meme.

Grandpeers Rule

A specific campaign authentically depicting older people can be part of an inclusive marketing strategy, but it isn't inclusive marketing as such. Inclusive marketing makes everyone feel welcomed by your brand.

Generation gaps are a remnant of the 1960s and 1970s. Nowadays multigenerational travel is booming, young adults stay longer at home than ever, grandfluencers make TikToks with their children, and multigenerational campaigns are cool.

Advertisement for Lacoste's Polo transcending generations

As a final note

I hope the above examples demonstrate that old can be just as aspirational as young. And that multigenerational campaigns can make your brand warm, welcoming and contemporary.

As people live about 10 years longer than in the 1970s, the key demographic of 18-49 is no longer relevant. Only half of the purchasing power lies there. Let's rethink when and how to portray older people in advertising.

Inclusive marketing begins with questioning norms.

Sources

Johan van Mol
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