Britain’s population is ageing – but not in the ways one might expect based on today’s ads.
We recently conducted a piece of mixed-methods research for the Advertising Standards Authority (ASA), exploring how older people are depicted in advertising.
What we found was a striking disconnect between how older generations see themselves and how they’re portrayed by ad agencies. People aged 55+ describe living full, vibrant, and rounded lives - yet much of mainstream advertising still leans on outdated clichés: portraying them as lonely, frail, or technologically challenged.
Over a third of the UK population agreed that older people are negatively stereotyped in ads - a figure that rises to nearly half (48%) of those aged 65 and over.
These depictions aren’t just inaccurate (and irritating); they also have the potential to cause offence - and in some cases, harm. Particularly where ageing is shown as something to be fought, or where older people are framed as isolated, or out of touch because of their age.
Continuing to rely on extreme or one-dimensional portrayals risks alienating a large and influential part of the population - one that not only plays a vital role in society but also holds a significant share of the UK’s wealth and spending power.
Addressing this gap isn’t just good practice, it’s the smart thing to do as a business – ensuring better targeting, stronger resonance and more effective comms.
To read our full report click here.
Ellie Wroe-Wright, July 25
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English (United States)