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Centre for Policy on Ageing | |
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The changing face of older people
— BAFTA seminar report | | Corporate Author | Help the Aged |
| Publisher | Help the Aged, London, 1999 |
| Pages | unnumbered |
| Source | Help the Aged, St James's Walk, Clerkenwell Green, London EC1R OBE. |
| Keywords | Marketing ; Advertising ; Attitudes to the old of general public ; Conference proceedings. |
| Annotation | A Help the Aged seminar warned advertisers and marketers that not only were they guilty of stereotyping older people, they were missing the market by underestimating their buying power. The Changing Face Seminar was held at the British Academy for Film, Television and Arts (BAFTA) in London, and chaired by the broadcaster and journalist Gillian Reynolds. Presentations all explored why older people are so poorly portrayed in advertising. Robert Worcester of MORI confirmed the power held by the 55-64 age group, in terms of income, savings, home ownership, expenditure and political activism. According to Jean-Paul Tréguer, founder of SeniorAgency, the first advertising agency to target consumers over 50, 95% of all marketing and advertising is aimed at younger customers. Austrian media consultant Alexander Späth demonstrated the projected growth of Europe's older population. Angela Horsman discussed the challenges in portraying the Saga brand and image. Nick Bell introduced a 4 minute film created for Help the Aged by his firm, Leo Burnett, challenging ageist preconceptions. All urged advertisers to re-evaluate their attitudes to older people, who could be a powerful market. (RH). |
| Accession Number | CPA-000906206 P |
| Classmark | WU6: WV: TOB: 6M * |
Data © Centre for Policy on Ageing |
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| ...from the Ageinfo database published by Centre for Policy on Ageing. |
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