Brand opportunity
Overlooked by brands
Despite the growing influence and spending power (with the AARP predicting 60% of global spending to come from this cohort in 2050) of older generations, many brands remain fixated on youth. In fact, 57% of older adults feel ignored and undervalued by brands, while 48% believe brands don’t understand people like them. And it shows: 46% say they rarely see people their age represented in advertising or media. When older individuals are featured, they’re often boxed into outdated stereotypes and seen through a lens of decline or dependency, rather than vitality and aspiration.
% of Silvers who feel people their age are ignored or undervalued by brands.
of China Silvers
of UK Silvers
of US Silvers
CASE
JD Williams
Admit it, this age thing suits you
UK - Fashion
Fashion and lifestyle brand JD Williams launched an empowering, age-inclusive campaign encouraging women to dress for joy and attitude, not age. The campaign features diverse models of different ages and body types, celebrating the beauty of ageing.
CASE
Volkswagen
Bring back the energy
Germany - Automotive
The ad features and older woman selling her Golf and yearning to be reunited. To replace the hole, she goes to the dealership to test the new electric ID4 and shatters the slow-driver stereotype with style.
CASE
AIC
Break the silver ceiling one photo at a time
Singapore
Just as the glass ceiling limits women at work, age stereotypes often limit older adults' potential in life. With this campaign AIC encourages Singaporeans to shatter the preconceived notions of ageing and redefine how we think, live and age.
It’s time for brands to break this pattern.
We’re beginning to see the first signs of change. From age-positive campaigns to bold, stereotype-defying storytelling, some pioneering brands are starting to rewrite the narrative. Now, that shift must go beyond communication and into innovation.
Because real inclusion isn’t just about being seen. It’s about being designed for, collaborated with and catered to from the start. 74% want brands to involve people their age in developing new products.