Timeless Triumphs: Brands Embracing Diversity Across Generations
Sadly, ageism and systematic stereotyping are still rife in the UK, and in the world of branding - older people are often grossly under-represented. According to the Centre for Ageing Better, just 29% of TV advertisements feature characters aged 50 years or older - a concerning trend that highlights the need for more inclusive and age-diverse portrayals in media.
Let’s face it, it’s not uncommon for branding campaigns to target younger audiences and demographics, resulting in a flood of anti-ageing products that often perpetuate negative stereotypes about getting older.
But these companies are missing a golden opportunity. With the UK’s population ageing and individuals aged 50 and over constituting almost 38% of the total population – this largely untapped demographic commands substantial spending power.
The good news is that several brands are challenging this pervasive under-representation and actively working to represent and create products tailored to older consumers. Crucially, they are also reshaping the dialogue around age, reframing it as a natural and celebrated part of life.
We’ve curated a list of five brands that are spearheading this movement, transforming the conversation about ageing and providing a positive model that we can all learn from.
BOOM! Beauty is a trailblazing beauty brand offering cosmetics for mature skin. As the first pro-age cosmetic and skincare line for women of every generation, they shift the narrative from anti-ageing to pro-age. By featuring a diverse range of women in their imagery, regardless of race, age, or size, their ‘pro-age not anti-age’ mission shines through every touchpoint.
In an unexpected twist, Magnum’s The Pleasure Residence video campaign blends ice cream with age representation. Portraying timelessness through a James Bond-inspired feel, the campaign makes old age sexy, appealing, and undeniably cool with the tagline ‘get old or get classic.’
Breaking away from the one-size-fits-all approach, Trinny London creates makeup for everyone. Featuring Trinny Woodall prominently, the brand celebrates diversity by using a range of models and specialises in providing makeup that caters to individual needs, recognizing that these needs evolve over time.
Shutterstock teamed up with the American Society on Ageing (ASA) to create a guide on creating age inclusive advertising. Reminding us to keep age in focus, the collaboration showcases the ageing experience across a broad range of settings, relationships, identities, abilities and lifestyles. Fundamentally, this campaign challenges the negative stereotypes often associated with ageing – showing people of all ages living life to its fullest.
Shifting the conversation for all the right reasons, Loewe’s age-positive brand campaign features Dame Maggie Smith as the face of their Spring/Summer 2024 collection, proving that great style is truly ageless.
These brands are doing more than selling products; they’re promoting a necessary cultural shift. We love to see it.