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Misrepresentation of over-50s in advertising is a huge missed opportunity for brands
Marketing to older adults (55+)Older adults (55+) lifestyles & attitudesDiversity & portrayal in advertising
When people aged over 55 appear in advertising it is often via a negative stereotype, but research by Mullen Lowe suggests brands are missing a huge opportunity by alienating this huge, financially powerful cohort: brands need to create nuanced, engaging narratives in which the age of the protagonist is treated as just one of the many facets of their character.
多样性、公平性和包容性需要发挥作用。在客户和机构层面，这一领域仍然存在挑战，机构继续缺乏内部多样性，而客户则在努力实现 DEI 议程。
来自伟门汤普森中国的 Joyce Ling、Leo Burnett Chicago 的 Aki Spicer、MediaCom 的 Anush Prabhu、We Are Social 的 James Honda-Pinder、22feet Tribal Worldwide 的 Mehak Jaini、The Secret Little Agency 的 Eunice Tan 等领先战略家的专家评论和 OLIVER Agency 的 Nick Myers，可以在这里阅读。