David Thorp is right to highlight the key issue weighing against ageism in marketing, when he states: ‘The average age of our consumers is increasing. It will therefore be essential for marketing departments to reflect this shift and take notice of those who speak the language of these customers.’ Where he gets it wrong is using the future tense when such an approach is desperately needed now.

Currently marketing and creative professionals seem unable to distinguish between those who are in maturity (50 to 70 years) and the elderly (over seventies) even though research shows that people don’t see themselves as old until then.

Today, the 50 – 70 age group represents a huge, increasing, and increasingly vociferous generation - a group of some 13 million people in the UK alone that is growing significantly year on year. In fact, this age group represents a parallel ‘teenage’ generation sitting between middle age and old age, a generation comprising those people who were – and remain – the source of many of today’s most iconic socio-cultural developments (rock music, fashion, etc). These are people who generally still see themselves as youthful, want to keep developing and contributing and want, increasingly, to be fulfilled and have fun. They are far from happy at the thought of now being considered old simply because they are over 50.

However advertisements and other marketing messages targeted at this group portray ‘over 50s’ as either suave, silver-haired models whose trim figures and 'ageless' leisure attire are neatly complemented by their bulging purses and wallets; or pitifully cheerful (but potentially confused) people who need comfy slippers and incontinence pants and wear swimming costumes in their walk-in showers and baths. The reason why is clear - needs are identified, markets are segmented, and campaigns created by young people who are unable to appreciate the clear distinction, and not interested enough to find out.

I agree however that much of the problem lies with older people themselves who, unless they are prepared to change, to continue to learn and develop, and to curtail their world-weariness and cynicism, deserve, as in any industry, to be left behind. Much of what we do through our company, in my prime, focuses on encouraging mature people to take a fresh look at life, up the pace, and set themselves some new challenges - at work and in their personal lives.

Another key aspect of the situation is highlighted in the CIM's Draft White Paper on Ageism: ‘Marketing is a profession blessed with a large pool of consultants aged 50 upwards. Why? Whilst for some the move into consultancy is a natural progression and a natural outlet for accumulated knowledge and skills, many others make the move because there’s nowhere for them to go within the organisation they last worked for. They have no choice but to strike out alone or face up to fifteen years of stagnation, going nowhere in a dead end role.’ Sad, perhaps, that they should need to, but on the other hand a wonderful challenge for those who are brave and committed enough to make a success of it.

It would be easy for the situation to be endlessly self-perpetuating. Few in mainstream marketing understand or care about being over 50 – whether the issues relate to their employees, colleagues, or (potential) customers -  because, by definition, it does not thus far apply to them; yet the industry as a whole will be unprepared for a forthcoming tidal wave of opportunities if it fails to change.  So perhaps an ideal solution is for companies and agencies to hire in some of these ex-employee consultants to advise on ‘speaking the language’ of their mature customers and also to get some help in respect of improving internal communication and understanding each other’s needs. Human nature dictates that although we believe we will not get older, unless you are unlucky, it happens to us all.

Self interest can be a great motivator - why wait to be the victim of ageism in the future when it can be stamped out now?

Dianne Bown-Wilson, MCIM Chartered Marketer

Managing Director, in my prime