Ageism is becoming an accepted form of prejudice that relegates older people into irrelevance, inferiority and infantilisation, but brands should guard against underestimating the senior generation’s rising buying power and leverage new ageism narratives instead.

Why it matters

Older people are challenging negative tropes and stereotypes about themselves, so marketers must consider new ways of connecting with consumers over 50 amid evolving narratives that reject, reassess and reclaim ageing. 

Takeaways

• Brands can increase product appeal/relevance to a broader demographic by using older talent in their marketing strategy.  
• Reclaim ageing with narratives in which ageing becomes an outlet for continuous growth...