Does Advertising Ignore Older Consumers

Last Updated on Wed, 18 Jan 2023 | Marketing Communications

In early 2002, a battle was waged between two of the major television networks, CBS and ABC, over The Late Show with David Letterman. ABC was trying to lure Letterman's show away from CBS to replace Nightline, the news show hosted by Ted Koppel, which it had been airing in the late-night time slot for 22 years. The battle was being fought mainly because Letterman is more popular among younger viewers between the key ages of 18 to 32 and brings in $100 million more in advertising revenue each year than Nightline. Observers argued that the tug-of-war over Letterman is just another example of advertisers' obsession with younger consumers. While aging baby boomers may argue they are more active, more fit, more adventurous, and more experimental than their predecessors, they are still of less interest to advertisers than younger consumers.

It has often been argued that people who work in advertising are different from the typical consumers who represent the target markets for their clients' products and services. Some say advertising may better reflect those who work in the industry than the consuming public, as it is really about the people who create it, not about the consumers who actually buy the products being advertised. A study conducted a few years ago on ageism in advertising considered potential problems that might arise because of age differences between agency personnel and older consumers. The study found that professionals who work in advertising agencies are much younger than the U.S. adult population. Nearly 40 percent of ad agency professional staff are between the ages of 30 and 39, while only 20 percent of all adults are in their 30s.

The youth bias is particularly evident in the creative departments. Agency employment drops like a rock after age 40, particularly among those involved in creating the ads. As a result, agencies rarely have creative professionals with a true understanding of life after age 40, not to mention life after 50 or 60. Richard Lee, a principal of High-Yield Marketing, the company that conducted the study, notes: "Most young agency staff, reflective of their life phase, are fixated on creating advertising that is hip, cool, impressive to their peers, and award-winning. This is more fulfilling than creating advertising for people with dated tastes who wouldn't know Smashing Pumpkins if they stepped on them."

Advertisers who are unable to connect with older consumers may be squandering opportunities to reach a valuable market. While nearly 40 percent of American adults are 50 or older and they control more than 50 percent of the U.S.'s discretionary income, they receive only 10 percent of the advertising messages. Many observers wonder why advertisers remain focused on consumers in their teens, 20s, and early 30s when spending power is becoming progressively more concentrated among those age 50 and older. Some point to the conventional wisdom in marketing and advertising that brand loyalties and consumer preferences form early and once formed, stay pretty much the same. Older people are stereotyped as unlikely to change brands and try something new.

Another reason for the youth bias stems from the problem of advertisers' not wanting to have their brands perceived as being for older consumers for fear of damaging their image among younger people. As the senior vice president of Zenith Media notes: "For a lot of brands we work with, it's sexier to advertise to the younger consumers who are trendier, much more fashion forward, very social and very in the public eye. With marketing dollars so limited and precious, you want to bet on the future."

Of course, not everyone in the advertising industry agrees with the findings of the ageism study. One agency executive calls the conclusions ridiculous, noting that "we have people of every age segment here." There are, of course, examples of excellent advertising targeted at mature consumers, and new media are being introduced to reach the over-50 crowd.

Many believe, however, that the youth bias in advertising is still a major problem. They note that the best hope for the demise of the primary focus on youth in advertising is the marketing people who are growing and maturing themselves. Some feel that it has finally dawned on advertisers that they ought to follow the green, which is quickly going gray, and that older consumers are more hip. As one ad executive noted: "Sixty-year-olds don't think like they did in the last generation. Sixty-year-olds in the last generation wore plaid pants."

Sources: Hillary Chura, "Boomers Hope to Break Age-Old Ad Myth," Advertising Age, May 13,2002, p. 16; Richard Lee,"The Youth Bias in Advertising," American Demographics, January 1997, pp. 47-50.

Advertisers spend millions of dollars every year to understand the frames of reference of the target markets who receive their messages. They also spend much time and money pretesting messages to make sure consumers understand and decode them in the manner the advertiser intended.

Continue reading here: Identifying the Target Audience

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Readers' Questions

  • Lea
    Does advertising ignore older consumers?
    1 year ago
    • No, advertising does not ignore older consumers. Many companies now recognize the spending power of older generations and are creating campaigns to specifically target them. These campaigns often focus on offering products and services that are tailored to the lifestyle of the older generations. Companies also use ads to inform older consumers about products that can help their daily lives, such as health and home care products.
    • mary
      Do advertiser ignore older consumers?
      1 year ago
      • Advertisers do not typically ignore older consumers, but they do often tailor their messages to specific target audiences. This means that while older consumers may be exposed to the same advertisements as other age groups, there may be different implications or messages tailored specifically to them. For example, a car company may target younger adults with a message about the vehicle's speed and design, while older consumers may be targeted with a message about its safety features and reliability.
      • mikko
        Why marketers ignoring older consumers in ads?
        1 year ago
        • Many marketers tend to focus their ad campaigns on younger consumers because they tend to have more disposable income and also present more potential for brand loyalty. Older consumers may have more disposable income, but marketers often assume that they are more set in their buying habits and less likely to be influenced by marketing campaigns. Additionally, older consumers may require more tailored messaging to resonate with them, which may be seen as a more expensive or complex undertaking for some companies.
        • carol
          Do adverrtiser ignore older consumers?
          1 year ago
          • No, an advertiser should not ignore older consumers. While younger consumers may account for the majority of the market share in some industries, the older consumer demographic should not be overlooked. The older consumer demographic has a significant amount of disposable income and can represent an important part of a brand’s customer base. Additionally, targeting older consumers can be a source of social responsibility for companies as it can help to ensure that the needs of an aging population are addressed and respected.
          • christine lawson
            How to advertise to older consumers?
            1 year ago
            1. Focus on Multiple Platforms: To successfully reach an older demographic, use a variety of advertising platforms to reach as many potential customers as possible. Consider print, radio, television, direct mail, and digital media.
            2. Consider Traditional Media: Television and radio can still be effective ways to reach older consumers. Make sure to choose programs and radio stations that are popular with your target demographic.
            3. Leverage Specialty Publications: Target specific publications to reach a more focused audience. Many organizations, such as AARP, produce their own magazines and newsletters that provide a convenient way to deliver content directly to this demographic.
            4. Take Advantage of Social Connections: Older consumers are able to stay connected with friends and family via social media. While a social media campaign may not be the most effective way to reach a wide audience, it can be a useful tool to connect with a specific age group.
            5. Develop Engaging Content: Utilize video, infographics, and other engaging content to capture the attention of the older demographic. Quality content that delivers value or addresses the needs of this audience will be more likely to get noticed.
            6. Connect with Local Communities: Partner with local organizations or charities to build awareness of your brand. This strategy can be particularly effective for small businesses that want to connect with a limited audience.
            • fiore
              What brands are advertising to older consumers?
              1 year ago
              • Some brands that are advertising to older consumers include:
              1. Walmart
              2. AARP
              3. Centrum
              4. MetLife
              5. Philips
              6. Purina
              7. Depend
              8. Liberty Mutual
              9. Home Instead
              10. Burger King
              • Ambessa
                Do advertisers ignore older cutomers?
                1 year ago
                • No. Advertisers do not ignore older customers. In fact, many marketing campaigns are specifically targeted at older customers. For example, senior discounts, retirement accounts, and health care products are typically marketed to older customers. In addition, some companies may offer special rewards programs or other incentives to attract older customers.
                • ari-pekka
                  Can young advertisers market to older consumers?
                  1 year ago
                  • ? Yes, young advertisers can market to older consumers. While certain age groups may be more likely to respond to particular approaches, all advertisers should take the time to understand their target customer base, regardless of age. This includes researching customer needs and preferences, as well as evaluating the channels best suited for reaching them. Once the target customer base is identified, advertisers can adjust their messaging, creative and marketing channels to suit their audience.
                  • andwise sandyman
                    Why advertisers ignore older consumers?
                    1 year ago
                    • Advertisers may ignore older consumers due to a variety of factors, such as their lack of technological savvy and the perception that they are less likely to purchase new products and services. Additionally, older consumers may not have the disposable income or access to the same technology and media platforms as younger consumers, so targeting them may not be cost-effective for many clients. Additionally, older consumers may not be as tech-savvy as younger generations, making it difficult to effectively market to them. Finally, advertisers may view older consumers as less desirable due to their age and the fact that they may not be as engaged with the latest trends.
                    • novella
                      Why do marketing companies ignore older consumers?
                      1 year ago
                      • Marketing companies often focus on younger consumers because many of them have higher purchasing power and are more likely to try new products and services than older consumers. Additionally, marketing companies often look for ways to reach the most amount of people in the most efficient manner, and since marketing campaigns can be expensive, they naturally focus on the demographic that will bring the most return on investment.