A recent report by the UK's Advertising Standards Authority (ASA) shines a spotlight on how older people are portrayed in advertising, and the findings aren't flattering. The report suggests many brands are clinging to outdated stereotypes that can be harmful and offensive.
The ASA's research, which included a survey of 4,000 adults and numerous focus groups, revealed that over a third of respondents felt advertising frequently depicts individuals over 55 in a negative light. The report highlights specific examples, such as an advert for Strathmore Foods featuring a grumpy elderly man. This ad, the ASA says, reinforces harmful stereotypes of older people being intolerant and lonely.
One significant concern is the overrepresentation of older people in advertisements for end-of-life services. Respondents reported feeling bombarded with ads for funerals, care homes, and life insurance, especially on channels perceived to have older viewership. This targeted advertising can contribute to a feeling of being reduced to their age and mortality.
The research also found that nearly half of those surveyed believed ads that portray older individuals as technologically inept were potentially offensive. Additionally, over 20% expressed concern that beauty advertisements focused on "fighting" aging could negatively impact self-perception and societal views of older people.
Beyond negative stereotypes, the ASA report also highlights the underrepresentation of older individuals in various advertising categories, including fashion, beauty, technology, and household goods. This lack of representation further contributes to a feeling of invisibility and irrelevance for older consumers.
The ASA's research suggests that advertisers need to modernize their portrayals of older people to reflect the diverse and active lives they lead. Moving beyond outdated stereotypes and embracing more inclusive and realistic depictions is crucial to avoiding offense and effectively reaching this growing demographic.
The message is clear: brands need to ditch the stereotypes and recognize the diverse experiences and contributions of older individuals. Only then can advertising truly reflect the reality of aging in the 21st century.