This report addresses the problem of age representation head on by exploring the scope of the issue – what advertisers are doing to represent older people – and spotlighting the ways brands are getting it right.
- There’s a raised awareness in adland of the need to do right by the middle-aged and older, and campaigns like “Me No Pause” are working hard to change a culture that renders older women, in particular, invisible.
- System1 selected 56 ads from its Test Your Ad database that either feature or target older people and tested these ads with a nationally representative sample to understand how the general public feels about the ads.
- 27 of these ads achieved a Star Rating of 3-Stars or higher among custom samples.
- These ads have proven appeal to older audiences and the report focuses on them to understand the themes and choices that led to this success.
© Copyright remains with the source 2023
All rights reserved including database rights. This electronic file is for the personal use of authorised users based at the subscribing company's Authorised Office (as defined by the WARC Copyright Policy). It may not be reproduced, posted on intranets, extranets or the internet, e-mailed, archived or shared electronically either within the purchaser's organisation or externally, save as permitted by the WARC Copyright Policy.