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 

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.

Magnum – The Pleasure Residence 

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.’

Trinny London

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  + American Society on Ageing 

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. 

Lowe

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.

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