Too many advertisers are behind the times when it comes to ageing, says the Advertising Standardss Authority in a new report. Growing older looks very different than it did a generation or two ago, with people not only living longer but also continuing to lead full, active lives. Yet too often advertising paints an outdated picture. Following a study involving focus groups and more than 4000 UK adults it says “many any older people feel invisible in mainstream advertising, reduced to outdated stereotypes, and have a perception that they are ‘bombarded’ by ads for funeral services, care homes, and mobility aids”. People of all ages want to see more realistic and authentic portrayals of older people. Almost half (49%) said using humous at thei expense was likely to cause offence. And with 58% believing ads can shape perceptions of the silver generation there is a clear opportunity for cultural change.
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