When people aged over 55 appear in advertising it is often via a negative stereotype, but research by Mullen Lowe suggests brands are missing a huge opportunity by alienating this huge, financially powerful cohort: brands need to create nuanced, engaging narratives in which the age of the protagonist is treated as just one of the many facets of their character.

Why it matters

The over-50s – in marketing terms at least – are an overlooked group. This is not just a problem in terms of fair representation, it’s also short-sighted from a commercial standpoint.

Key takeaways

• It is often assumed...