Can marketing help boost the longevity revolution?
You bet it can.
Marketing makes up the wallpaper of our lives. We are exposed to hundreds, even thousands, of advertising messages every day. And what we see there shapes how we feel about ourselves and our place in the world.
For too long now marketing has ignored older people altogether. Or depicted them as:
😬 Frumpy
😬 Frail
😬 Foxed by technology
😬 Forlorn
To which the only sensible response is: What century are you living in!
The world has changed. We're now living better for longer than ever before. And that means later life looks a whole lot different than it did even a generation ago.
These days, older people are:
😎 Working out
😎 Wearing fashionable clothes
😎 Whooping it up with friends and family
😎 Wielding technology
😎 Wooing new lovers
😎 Whipping businesses into shape
We all have a role to play in taking down the ageist industrial complex. And that includes marketers.
When marketing ignores older people, or dishes them up as grim caricatures, aging becomes harder for everyone.
When later life is shown as a time of richness, revelry and rizz, we can all age better.
You have to see it to be it…
The good news: across the world, more and more marketers are getting with the program.
Below is an ad from an insurance company in Portugal that depicts later life in a way that genuinely lifts the spirits.
What ads have you seen recently that get aging right?
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