It's Time for Advertising to Stop Perpetuating Negative Stereotypes About Aging

Older consumers offer huge spending power but are largely ignored

It’s a truth universally acknowledged that a brand in possession of a good marketing strategy must be in want of a customer under the age of 35. So obsessed are we with millennials and Gen Z today that there are now agencies whose sole purpose is to help companies understand how to market to them. We might forgive the proclivity if it was where the most significant financial opportunity lay, it is, in fact, older people who hold, and will continue to keep, all the spending power for the foreseeable future.