The latest results from the Advertising Association’s bi-annual All In Census offer much cause for optimism.
Since 2021, the proportion of women in C-Suite positions has grown from 39% to 46%. Across all ethnic groups, fewer people now express a likelihood to leave the industry due to discrimination or lack of inclusion. Representation of LGBTQIA+ individuals remains strong in both C-Suite positions and the wider workforce. Reasons to be cheerful, one, two, three.
Amidst progress, however, age exclusion in Adland is a glaring outlier. According to a new IPA report, just 8% of those working for UK advertising agencies are over 50, compared with one-third of the UK workforce and over one-fifth of the information and communications sector. This figure has remained flat, indicating that older talent continues to vacate the advertising industry at pace.
The reasons for this disparity are complex and many, with menopausal policies, caregiving responsibilities, and an industry culture that favours youthful vigour all likely contributors. But the consequence is clear: a disproportionately young industry continually under-represents and misrepresents older people.
A 2022 analysis from System1 and ITV found that just 23% of the 1000 highest-spending TV ads featured a person over the age of 55. Even fewer ads portray an older character in a leading role, according to Channel 4. And when they do appar, stereotypes abound – from tiredness to tech ineptitude.
One defence of age stereotypes is that older people are simply harder to influence. Yet, this should be further evidence of the benefits of procuring age-inclusive media. A Gransnet study found that 69% of over-50s would be more receptive to advertising if it better portrayed their age group, with almost half actively avoiding brands that ignore their demographic. In a country in which the average age of a linear TV viewer gets older by the year and over-50s control nearly 70% of household wealth, brands who get this right unlock serious spending potential.
But age inclusion must extend beyond creative portrayals. Subconscious bias risks contaminating channel strategies. Katy Howell, CEO of social media agency Immediate Future, recounts younger marketers hesitating to buy Facebook ads due to their own lack of interest in the platform. As UKOM data reveals the online lives of under-35s and over-55s are diverging. Planners and buyers must understand their target audiences – even if it means buying channels they consider ‘uncool’.
Some brands already excel at this. Under their ‘Made for Midlife’ platform, JD Williams celebrates the 8.5m middle-aged women in the UK. After aligning with the perfect property – ITV’s older dating show My Mum,Your Dad– the brand saw 10% uplift in consideration ahead of the crucial Christmas season.
As the spotlight shines on inclusivity following the latest All In reveal, age discrimination in media must rise up the agenda. Flexible, age-inclusive policies are essential for retaining over-50s talent – so is better audience understanding. Campaigns that reflect older people more accurately are not just morally justified – they could well hold the key to untapped profitable growth.
