{"id":10911,"date":"2023-08-24T15:39:38","date_gmt":"2023-08-24T15:39:38","guid":{"rendered":"https:\/\/mysourcefunding.com\/marketing\/older-adults-are-still-underrepresented-in-ads-new-study-finds\/"},"modified":"2023-08-24T15:39:41","modified_gmt":"2023-08-24T15:39:41","slug":"older-adults-are-still-underrepresented-in-ads-new-study-finds","status":"publish","type":"post","link":"https:\/\/mysourcefunding.com\/?p=10911","title":{"rendered":"Older adults are still underrepresented in ads, new study finds"},"content":{"rendered":"<p><\/p>\n<div>\n<div class=\"style__InlineSubscribeWrapper-sc-8ccc5960-1 jArFiG\">\n<div class=\"style__Container-sc-6fdcc87e-0 style__RoundedContainer-sc-6c630ac0-0 iTWzCH wGFGp\">\n<h5 class=\"dist__StyledText-sc-5a46198a-12 cVdxJM inline-subscribe\">Get marketing news you&#8217;ll actually want to read<\/h5>\n<p class=\"dist__StyledText-sc-5a46198a-12 iEaGlZ inline-subscribe\">The email newsletter guaranteed to bring you the latest stories shaping the marketing and advertising world, like only the Brew can.<\/p>\n<\/div>\n<\/div>\n<p class=\"dist__StyledText-sc-5a46198a-12 ggMJgB\">The new Bachelor may be golden, but representation in the ad industry isn\u2019t quite as bright.<\/p>\n<p class=\"dist__StyledText-sc-5a46198a-12 ggMJgB\">A new study from data platform CreativeX found that only 4% of people cast in ads in 2022 were over the age of 60. The study analyzed more than 126,000 ads representing $124 million in ad spend across CPG, food and beverage, healthcare, and alcohol brands.<\/p>\n<p class=\"dist__StyledText-sc-5a46198a-12 ggMJgB\">Of those aged 60+ that were cast, less than 1% were in roles that placed them in a professional or leadership setting. Around 65% were shown in family and domestic situations. According to CreativeX, those in the 60+ demographic make up around 16% of the population and 25% of global spending power.<\/p>\n<p class=\"dist__StyledText-sc-5a46198a-12 ggMJgB\"><strong>Zoom out<\/strong>: Despite \u201cgranfluencers\u201d being on the rise and some brands making an effort to be more age-inclusive, it seems the industry at large has a ways to go in representing older adults\u2014especially women. Previous research from CreativeX found that women over 60 make up less than 2% of people in ads, and less than 1% of those who are shown were in a leadership or professional role.<\/p>\n<p class=\"dist__StyledText-sc-5a46198a-12 ggMJgB\">And it\u2019s not just the 60+ crowd: A few years ago, AARP research found that even though a third of the US population is over the age of 50, this group only shows up in 15% of media imagery.<\/p>\n<p class=\"dist__StyledText-sc-5a46198a-12 ggMJgB\"><strong>Still, there are some bright spots:<\/strong> Brands are reportedly seeking older influencers, and creators like Kim Hale, who appeared in a Home Goods ad in Times Square earlier this year, are showing people that it\u2019s never too late to start.<\/p>\n<\/div>\n<p>Read the full article <a href=\"https:\/\/www.marketingbrew.com\/stories\/2023\/08\/24\/older-adults-are-still-underrepresented-in-ads-new-study-finds?utm_source=&#038;utm_medium=syndication&#038;utm_campaign=feed\" target=\"_blank\" rel=\"noopener\">here<\/a><\/p>\n","protected":false},"excerpt":{"rendered":"<p>Get marketing news you&#8217;ll actually want to read The email newsletter guaranteed to bring you the latest stories shaping the marketing and advertising world, like only the Brew can. The new Bachelor may be golden, but representation in the ad industry isn\u2019t quite as bright. A new study from data platform CreativeX found that only [&hellip;]<\/p>\n","protected":false},"author":1,"featured_media":10912,"comment_status":"open","ping_status":"open","sticky":false,"template":"","format":"standard","meta":{"content-type":"","footnotes":""},"categories":[78],"tags":[],"class_list":{"0":"post-10911","1":"post","2":"type-post","3":"status-publish","4":"format-standard","5":"has-post-thumbnail","7":"category-marketing"},"yoast_head":"<!-- This site is optimized with the Yoast SEO plugin v20.9 - https:\/\/yoast.com\/wordpress\/plugins\/seo\/ -->\n<title>Older adults are still underrepresented in ads, new study finds | Brandiary<\/title>\n<meta name=\"description\" content=\"Get marketing news you&#039;ll actually want to readThe email newsletter guaranteed to bring you the latest stories shaping the marketing and advertising\" \/>\n<meta name=\"robots\" content=\"index, follow, max-snippet:-1, max-image-preview:large, max-video-preview:-1\" \/>\n<link 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