A new study by YouGov found that older people are unsatisfied with their representations in the content they see online. They believe beauty and fashion brands are among those that least accurately portray them in advertising.
40% of the UK population is now made up of people aged 50 and over. But, it appears that ads and media still have a long way to go to make older generations feel good about themselves when consuming the vast array of videos and images posted in social media or websites online.
Renowned actress Helen Mirren recently fronted a ‘Gold, not Old’ campaign for L’Oreal. However, this sort of representation still remains uncommon as YouGov, who recently polled the opinions of 1000 people, found just a fifth of people aged 50 and above believe that representations put forward by brands for older age groups are accurate.
Ads for beauty products are most likely to draw the ire of this peer group. Cosmetics also fared badly, as did the fashion industry. Perhaps surprisingly, technology enterprises ranked as the third least inclusive overall.
L’Oreal Paris’ UK general manager Adrien Koskas said the latest data mirrored its own research on the subject, as it also found that women over 55 often feel “invisible” or forgotten entirely in advertising. He added: “Our campaigns aim to celebrate ageing instead of denigrating.”
There was good news for some brands though. Respondents to YouGov’s survey felt the health industry was the best at representing them positively, while financial products also did well in this regard. TSB’s marketing director, Pete Markey, said agencies and brands must do their homework to create content that resonates with older people.
He concluded: “Over 50s today rightly still feel very young and data would suggest that with more disposable income they are more adventurous and brand loyal. I am also a big fan of having diverse teams and having a wide range of backgrounds and age groups in a marketing team particularly if that reflects your target audience is critical.”