Widespread Stereotypes And How To Keep away from Them

Outcomes of two new surveys of people 55 years previous and over present that ageism persists in promoting, despite customers on this group representing a big and engaging market. The research, which every included greater than 750 respondents,) had been carried out by Age of Majority, specialists in advertising to older customers, who requested customers to share their ideas on ageist stereotypes in promoting and advertising.

In keeping with Jeff Weiss, CEO of Age of Majority, the survey findings reinforce the concept advertising to older customers could be improved. “Whereas we’re beginning to see extra genuine representations of the older viewers in advertising, it’s clear that there’s a lot work to be completed, with ‘previous’ stereotypes nonetheless prevailing.”

Three-quarters of customers ages 55+ could be categorized as “Lively Agers,” representing older adults who’re mentally, socially, and digitally lively. With this group consisting of roughly 75 million customers who management 70% of the wealth within the U.S. and account for over 40% of all shopper expenditures, it’s important for entrepreneurs to grasp learn how to keep away from ageist stereotypes in promoting. But, the surveys present that roughly two-thirds of Lively Agers agree that adults age 55+ are nonetheless represented in unfair methods in promoting and advertising.

Information from the surveys present that three particular stereotypes of older customers stand out: an absence of means to make use of expertise, bodily weak spot, and psychological inferiority. These stereotypes are literally myths. Nonetheless, they persist:

Stereotype 1: Missing technological expertise

The surveys discovered that greater than 2/3^rd (68.9%) of Lively Agers discovered an absence of means to make use of expertise to be a generally portrayed stereotype in advertisements or advertising. In actuality, most Lively Agers have some degree of technological sophistication, and plenty of are heavy web shoppers.

Stereotype 2: Bodily weak

The surveys discovered that 52.6% of Lively Agers nonetheless see an outline of older customers as frail and/or feeble in advertisements or advertising supplies. In actuality, 95% of Lively Agers train a minimum of weekly, with 29% exercising each day and 45% doing so a minimum of a number of occasions per week.

Stereotype 3: Psychological inferiority/ forgetfulness

Near half (45.5%) of survey respondents reported that they’ve noticed a portrayal of older customers as being mentally inferior. As this can be a notably adverse stereotype, one may suppose it could usually be helpful to entrepreneurs to keep away from it normally, but Lively Agers nonetheless report its existence.

Weiss emphasizes that avoiding these portrayals could make an actual distinction for entrepreneurs. “Lively Agers are prepared to have interaction together with your model and to spend, should you take the time to symbolize them in genuine methods,” says Weiss. “Counting on ageist stereotypes is ‘previous’ considering and dangerous advertising. Utilizing the tech class for instance, think about how a lot income you might be lacking out by not exhibiting how Lively Agers are lively and adept customers of merchandise like smartphones and wearables.”

The examine confirmed that the product/service areas perceived to have probably the most stereotypical portrayals of older customers embody well being and wellness, expertise, magnificence and private care, sexual well being and journey and tourism. Feedback from survey respondents additionally mirrored widespread complaints round portrayals of older adults that make their look look too younger or too previous/unhealthy, that overemphasize well being issues and/or that reveal an total lack of illustration.

The examine additionally examined the forms of advertising efforts that may make Lively Agers extra more likely to contemplate buying a selected model. Two predominant concepts emerged: “updating merchandise of companies to higher meet the wants of individuals like me (my age),” cited by 57.2% of respondents and “being extra genuine/reasonable when portraying folks my age,” cited by 54.9% of respondents.

Of their open-ended responses, Lively Agers additionally emphasised that entrepreneurs ought to understand that they aren’t attempting to look younger and that they like honesty in messaging over gimmicks. Many additionally emphasised that they don’t need to see political and social messages, although they do welcome environmental affect statements.

Clearly, authenticity is valued in how Lively Agers are portrayed. As one respondent commented in response to a query about what entrepreneurs might do higher when interesting to the 55+ group, “Every part focuses on diapers and medicine with folks over 55! Come on…most of us don’t use that. Cease!” One other added, “They may present extra lively adults not being listening to impaired, mobility impaired, or misplaced.” Such feedback shouldn’t be too stunning, given that the majority teams entrepreneurs goal reply higher to portrayals they see as reasonable.

Weiss sees particular alternatives for entrepreneurs within the well being and wellness space and for merchandise pertaining to sexual well being. “Shock — we don’t cease caring for ourselves, having enjoyable or being adventurous after turning 55,” says Weiss. “Observe the info and comply with the cash in relation to the approach to life developments of Lively Agers and keep away from the fiction of previous stereotypes.”

On stability, the surveys present vital perception into learn how to extra successfully (and realistically) painting customers.