More than a third (35%) of the UK population believe older people tend to be negatively stereotyped in ads, according to new research by the Advertising Standards Authority (ASA).
The study, involving focus groups and a survey of more than 4,000 UK adults, finds almost half (48%) of those aged 65 and over believe older people are being negatively stereotyped. Women aged over 65 are more likely to share this opinion (53%) than men (42%) of the same age.
Advertising portraying older people as having no purpose in life (32%), being isolated or lonely (27%), powerless (22%) and generally dismissive of older people (22%) has the highest potential to cause harm, the research finds. Respondents believe such negative portrayals could reinforce fears about ageing and social isolation, especially for those aged 75 and over.
More than a third (35%) of the UK population believe older people tend to be negatively stereotyped in ads, according to new research by the Advertising Standards Authority (ASA).
The study, involving focus groups and a survey of more than 4,000 UK adults, finds almost half (48%) of those aged 65 and over believe older people are being negatively stereotyped. Women aged over 65 are more likely to share this opinion (53%) than men (42%) of the same age.
Advertising portraying older people as having no purpose in life (32%), being isolated or lonely (27%), powerless (22%) and generally dismissive of older people (22%) has the highest potential to cause harm, the research finds. Respondents believe such negative portrayals could reinforce fears about ageing and social isolation, especially for those aged 75 and over.
Beauty adverts suggesting ageing must be ‘fought’ are flagged as potentially harmful. Women aged 65 and over, in particular, recognise the potential for such ads to cause harm to the self-esteem of women of all ages.
The sample suggests such ads reinforce unrealistic beauty standards, promoting airbrushed or celebrity depictions of ageing that put pressure on older women to look a certain way.
Want to invest in your future? Make ageism a thing of the past
Almost half (49%) of the UK public agree ads using humour at the expense of older people and those depicting older people as poor/impoverished (48%) are likely to cause offence. Showing older people as frail/weak physically (47%), unable to use technology (47%) and being generally dismissive of older consumers (46%) are also likely to offend.
Most of the sample feel ads depicting older people as being less knowledgeable due to their age, especially in direct comparison to younger people, is “demeaning, patronising and unfair”. One female respondent (in the 65 to 74 cohort) claims such ads “feel degrading and patronising”, implying older people “lack knowledge” and “contribute less to society”.
There is also a fear such portrayals could affect the confidence and self-esteem of older people, putting them off trying new or different things, at risk of being mocked.
LinkedIn’s ‘Parents don’t get B2B’ ad (above) was considered the most likely to cause harm in the ASA research. Across the focus groups, participants felt the creative positioned older people as less knowledgeable and/or capable because of their age. The voiceover of the interviewee character was deemed to have a “mocking” and “demeaning” tone, which could contribute to older people being less willing to try new technology.
The sample also felt the ad could have an impact on society’s view and treatment of older people. One female respondent (in the 55 to 64 cohort) said the ad “makes you feel rubbish about yourself” and isn’t “good for self-esteem”.
The idea ageing is “always a negative process” to be fought off was referenced with regards JD Williams’ ‘Feeling more girlfriend than grandma’ advert. While the sample liked to see an older woman in bright, colourful and ‘trendy’ clothes, the tagline was felt to imply being a ‘grandma’ was negative and should be ‘fought’ rather than ‘embraced’.
Depictions of older people doing unrealistic things (37%), always being wealthy (36%), grumpy (34%), only mixing with older people (32%) and unable to understand/use technology (28%) are also deemed to be clichéd and irritating.
An example cited was Strathmore Foods’ ‘When life takes the Ping!’ campaign. While some of the sample liked the humorous tone and ‘feistiness’ of the male character, others felt the creative reinforced stereotypes of older people being grumpy and “intolerant of younger generations”, while the depiction of an older man living alone and eating a ready meal could imply isolation.
In addition, the sample questioned targeting practices, with older respondents reporting feeling “bombarded” by promotions for end-of-life services, such as funeral or cremation services, life insurance and care homes.
There was a general sense from the sample that advertising does not accurately represent the experiences of most older people, suggesting an ad industry ‘out of touch’ with the reality of ageing. Indeed, 41% of respondents aged 65 and over believe older people are not portrayed accurately in ads.
That is, of course, when older people are being featured in advertising at all. Almost half (44%) of UK adults believe older people are either underrepresented or not represented at all in ads, particularly in categories like fashion, beauty, technology and household goods.
Striking the right tone
Respondents of all ages told the ASA they want to see “more authentic portrayals” of older people. They suggested the focus should be on real people and individual stories rather than age, depicting intergenerational relationships and reflecting a broad spectrum of experiences.
Getting the portrayal of older generations right matters, not least given 58% of the UK public believe advertising can significantly shape society’s perceptions of older people.
There is also an acknowledgement that people aged 55 and over feel relatively positive about their age and more likely than younger cohorts to agree “age is just a number”.
Positive portrayals of older people referenced by the research focus on the person, not their age. This includes ads where older people are shown as being part of a wider intergenerational friendship group or family scene and/or doing a wide range of activities – not just activities associated with being older.
One ad credited with getting the tone right was Dusk Retail’s ‘#DuskSayin Carlo’, which enjoyed one of the most positive receptions in the qualitative research. Rather than focusing on the character’s age, the ad centres on her personality and flamboyancy, demonstrating an older person “comfortable in her own skin”.
Every group shown the ad appreciated the “authentic, layered and relatable” depiction of an older woman. The respondents liked the ad’s humour, which made light of ageing and was not directed at the character.
Another ad enjoyed by the sample was Cadbury Dairy Milk’s ‘Speakerphone’, which they believe depicts not only a “lovely” father-son relationship, but also shows older people are still active members of the workforce.
The tone of the ad is crucial. The research finds that while a comedic tone could make stereotypes “feel more acceptable”, humour can jar if the joke is at the expense of the older person. While a sad or tragic tone may be appropriate when communicating a serious message, for some respondents, such depictions perpetuate perceptions of older people as lonely/sad/purposeless, irrespective of any good intentions.
The research demonstrates a clear desire for portrayals to reflect the real lives of older people, with brands urged to avoid “extreme or one-dimensional depictions”. Where positive stereotypes are used, advertisers should consider if the idea goes too far, becomes unrealistic and risks alienating older people. The participants also want to see real older people in ads for products they are not often associated with.
Brands are also encouraged to show older people mixing with younger people/their family and portray a spectrum of experiences. This could mean differing levels of physical prowess and ability, financial and working status, genders and ethnicities, and tech literacy levels.
Involving older people in the creative process in some way, whether formally or informally, is suggested as a way to better reflect the reality of modern older age.
The ASA also claims advertisers could minimise the impact of ‘targeting’ in end-of-life ads, by incorporating a range of storytelling techniques and voiceovers, avoiding dour or bleak tones and not “overcrowding the same media”, such as afternoon TV.
Ultimately, while the ASA is not currently proposing any new rules, the regulator hopes releasing the data will help brands build stronger connections with a changing UK audience.
“Advertisers have an important role to play in shaping positive perceptions of ageing, and this research highlights a strong desire from the public to see more varied and realistic portrayals of older people in ads,” says research lead Kam Atwal.
“We want to support the creativity of the ad industry, so we hope these findings will help brands to connect more authentically with a growing and valuable audience while avoiding unintended harm.”
