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...

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