A+E Research Smashes Stereotypes About Older Adults

"The World Health Organization has done extensive work on the issue of ageism globally -- on stereotypes, prejudice, discrimination and how we act towards others or oneself based on age," noted Tara Lantieri, Senior Director, Primary Research, Ad Sales Strategic Insights at A+E Networks. "A lot of the research we've been doing is on how so much of ageism is internalized and self-directed. It's a complex issue that begins in early childhood."

A+E Networks conducted multiple phases of research aimed at improving engagement and inclusion of the 50+ consumer in advertising. The latest piece of work focused on understanding the response to different advertising creative approaches; it included a younger sample to highlight differences and similarities between 18-49s and 50-74s.

"We are all absorbing a narrowly constructed societal narrative about age and aging through the images and stories we see in the media every day," explained Marcela Tabares, Senior Vice President, Strategic & Cultural Insights, Ad Sales Research, A+E Network. "We internalize these ideas of what older age looks like, or doesn't look like. This impacts our expectations for ourselves as we get older, and it influences how we perceive others based on their age. That's why advertising and media are so important in crafting more expansive and inclusive ideas of what life can be as we age."

That impact can be seen with people in their 30s and 40s, Tabares added. "They actually hold more negative views and feelings about aging than people who are older, because people who are older are 'in it.' You've arrived and you realize that it is not as bad as it's been presented to you for decades." In fact, the research shows that older adults feel they're doing well across various dimensions of their lives -- their independence, happiness, physical health and financial health.

Older adults' consumer participation, and the possibilities they see for themselves, are underrepresented in advertising. According to A+E's research, two-thirds believe they have a lot to look forward to, and nearly 80% say they don't let age-related changes hold them back from living a full life. There is a gap between what they see as possible for themselves, and societal expectations. For example, they're more likely to believe traveling, wearing stylish clothes, starting a new hobby and being seductive are possibilities for them, compared to what society expects from them.

This gap also exists when looking at individual ad categories. "For example, adults 50+ account for around 10% of faces in ads for fitness, auto, tech, travel, apparel and restaurants, while they spend 40%-55% of the dollars in those categories," Tabares noted. "They want depictions that acknowledge their contributions as consumers.”

Perhaps it shouldn’t be surprising to see widespread under-representation when we think about the creative development process. How often is this consumer given a seat at the table? According to the Bureau of Labor Statistics, the median age of advertising and marketing managers is around 34-40 years old.

"It is incredibly difficult to authentically depict what life looks like for older adults without having that perspective," Marcela said. "We acknowledge this when it comes to race, ethnicity, gender and sexual orientation. The same is true for age. This is why it is so important to invest in research that brings the voice of the older consumer into the creative process."

This lack of understanding is evident in current representations. A+E Networks' audit of approximately 20,000 ads found that representations of older adults leaves much to be desired in terms of quantity and types of depictions. The audit found that only one in 10 faces appear to be 50+, and only one in three of those faces appear to be women.

Tabares noted that the context of those representations also reinforces stereotypes about age. "You start to see how small their world is constructed," she said. "[In advertising] we're less likely to see older adults using technology, exercising, driving, dining out, shopping and engaging in some recreational activities like going camping, to festivals and amusement parks. On the other hand, we’re more likely to see them using a newspaper, staying at home on the porch or in the dining room, as a patient or in a medical setting, and cleaning -- maintaining  what they have rather than being active consumers."

For advertisers grappling with the challenge of engaging both younger and older consumers, it is possible to strike that balance. "It's about balancing realism, inspiration and respect," Lantieri asserted. "In partnership with cultural anthropologists, we've developed seven key principles to portray older adults in a way that resonates across age groups."

The findings dismiss some popular but faulty logic about wanting to see one's felt age, rather than one's physical age. "We've seen consistently in our work that people feel about 15 to 17 years younger than their age," she noted. "But feeling younger doesn't translate directly to wanting to see somebody whose embodied depiction is 15 years younger."

Tabares found that, "it doesn’t have to be a choice of showing an older person or a younger person. There is a way to appeal to all by showing both younger and older people in social or family settings, in multigenerational relationships [and] in the way we live our lives. Showing these relationships communicates that our social value doesn’t diminish as we age. Advertising and media can help us create a more age-positive society for all."

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