SEATTLE: The portrayal of older generations isn’t going down well with those demographics and marketers need to carefully consider their target audiences before succumbing to stock image stereotypes.
Last month, a survey of 400 seniors (age 70+) found that 60% thought seniors featured in advertising were awash with stereotypes. Major gripes were that seniors were portrayed at two extremes – either ‘too good to be true’ or ‘too bad to be true’ leaving just 37% being able to identify with the subjects.
Earlier this year a survey of 1,305 people between the age of 50 and 64 found that two-thirds feel that brands are ‘not at all’ or ‘barely’ interested in targeting them. A fifth believes they are totally excluded from brand marketing…