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02 May 2023
Ads that ignore older women are missing out
Marketing to womenDiversity & portrayal in advertisingStrategy
Using older women in advertising positively influences younger and older female consumers, as well as their brand attitudes and purchase intentions, according to a new study in the Journal of Advertising Research.
The findings add to growing evidence which suggest that featuring people from underrepresented groups has a positive effect on advertising and the perception of brands.