Cultural narratives for brands to reframe ageing in Asia

Ageism is becoming a commonly accepted form of prejudice, but brands should guard against underestimating the older generation’s rising buying power and instead leverage new ageism narratives.

For years, ageing has been approached poorly by brands, pop culture and cinema across societies and countries alike.

New research by cultural insights consultancy Crowd DNA and strategic advertising and design company 72andSunny identifies traditional cultural biases faced by older people and how these outdated ageism-related narratives are changing.

The findings of the report were unveiled at the ‘Reframing Ageing’ webinar, which saw an engaging discussion led by Alex Houghton, Strategy Lead at 72andSunny Sydney and Tom Hayes, Associate Director of Crowd DNA APAC. They were joined by Alla Nock, Senior Consumer Insights and Analytics Leader...

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