Older People Are Ignored and Distorted in Ageist Marketing, Report Finds

Older consumers, who hold trillions of dollars in spending power and make up a growing portion of the global population, would seem to be a prime target for advertisers. Instead, the demographic is shunned and caricatured in marketing images, perpetuating unrealistic stereotypes and contributing to age discrimination. More than a third of the United States population is older than 50, but the group turns up in only 15 percent of media images.