Speaking at the Food Matters Live conference http://www.foodmatterslive.com/this week in London, Mark Beasley, Chairman of the Mature Marketing Association http://www.the-mma.org/recognized that the marketing industry has a problem with older consumers.
The reason? The average age of marketers, which is often cited as being about 35.
The lack of diversity – including the lack of older people – in marketing and advertising is the focus of a survey currently being undertaken by The Drum, a ‘global media platform and the biggest marketing website in Europe’. The results should be revealing, particularly with respect to the often hidden issue of ageism.
Robert Burns was famous for saying that it would do us all a lot of good to see ourselves as others see us.
In the case of younger people looking at older people, the solution to ageism might lie in not seeing our future selves in the older people we meet. We are then in a better position to get to know them – rather than avoiding our future selves!
“When I look ahead at the future, I’m terrified of what’s coming. But I know one thing. I’m not going to go to one of those nursing homes where the people sit around in wheelchairs in the aisles all day like broken-down cars.”