Scott M. Frisch’s Post

The world is changing as people are living longer & healthier lives, but sometimes our views can take a bit of time to change. On the one hand its good to see that images in online media and marketing, adults 50 and older are now more likely to be shown working out at the gym playing sport or using smartphones than they were in 2018, an AARP study released on Monday found. These are key changes given the population and demographic changes we are seeing worldwide as we are all living healthier and longer lives. Its important to note the importance economically of the older adult cohort with the 50-plus population already accounting for half of global consumer spending ($35 trillion) in 2020 and for nearly 60 percent ($96 trillion) by 2050(AARP 2022). On the other hand, the world of work and images show there is more to be done - in a world where up to 6 generations are now at work. Adults 50 and older make up over a third of the workforce, but only 14 percent of the online images portrayed older adults at their jobs — a percentage virtually unchanged since 2018. Additionally, this study from AARP showed more to be done in relation to showing older adults in relationships or with mobility issues. #positiveageing #wisdomworkers #agefriendly #ageinclusion #silvereconomy

Good news in the battle against ageism…. In this new age of longevity, more and more of us are thriving in later life. Yet older adults have traditionally been portrayed in marketing and media imagery as: ➡️ Frumpy ➡️ Frail ➡️ Foxed by technology ➡️ Forlorn That's now changing … According to this new #AARP report, online images increasingly depict older adults: ➡️ Working out ➡️ Wearing fashionable clothes ➡️ Wielding technology ➡️ Whooping it up with friends and family In other words, doing what millions of people do in later life. This shift matters. Because what we see in marketing, media and advertising shapes how we feel about ourselves and our place in the world. When older people are ignored, or dished up as grim caricatures, aging becomes harder for everyone. When later life is shown in all its richness, we can all age better. BOTTOM LINE: You have to see it to be it… We're not out of the woods yet. The invisible hand of ageism still pulls strings in marketing and advertising. One example: The over 50s make up a third of the workforce. Yet they feature in just 14 percent of online images showing people on the job 🤦🏻♂️ Demolishing the ageist industrial complex will be hard. But hard is not the same as impossible. Let's keep on battling, one upbeat image at a time! https://lnkd.in/gKY9VZYW

This! “Why do we miss out on so much reach?” P&G Chief Brand Officer Marc Pritchard asked in a speech to the Association of National Advertisers Media Conference on March 19. “One reason is habits,” he said. “Consider the target audience of women, ages 18-49. Does that mean women over the age of 50 don’t do laundry or brush their teeth?” #olderadults #seniors #agetech #seniorliving #agingpopulation #marketingresearch #thefutureisold #morninglightstrategy #mrx #consumerresearch #consumerinsights

Understanding how older adults consume and use media is *key* to creating successful acquisition and retention strategies. That's why we conduct our annual media habits survey, which sheds light on new trends and year-over-year shifts among older adults. Take a look at the results of our seventh consecutive survey and read our thoughts on what these findings mean for marketing best practices. 

Not everyone receives information the same way. In fact, you are likely missing a large chunk of people 🍪 who can't scroll your content without using a screen reader, or who may be colour blind. The World Health Organization estimates that 1.3 billion people, or 16% of the world population, experience significant disability. According to the CDC, 27% of adults, or roughly one in four, have a disability. This number is expected to increase in the coming years. 🤯 In our latest blog post, we break down what you need to know about being inclusive and accessible in all areas of your marketing. 💻️ Read more: https://lnkd.in/g_-fXk5T (We acknowledge that we're not experts in accessible marketing, though we are always trying to learn more about this topic.) #accessibility #digitalmarketing #onlinemarketing #websitedesign #inclusivedesign

Who is the enigmatic Generation Z today? Generation Z represents 25% of the world population (20% in North America and 17% in Europe) (NIQ, GfK and World Data Lab 2024). But for statisticians and sociologists it remains largely elusive. Because “Gen Z” refers to a wide range of realities for people born between 1997 and 2012, and therefore between 12 and 27 years old. In addition to differences in social, family, cultural and economic situations, there are also geographical differences. https://lnkd.in/dd4-G8Rf

When you think of marketing to the Mom demographic, you don’t immediately go to thoughts about the latest in tech. But one recent study indicates marketers should be thinking otherwise. Read more here ⬇️⬇️

Harvard Business Review , The Future of Marketing Is Intergenerational Policymakers, employers, and marketers traditionally have concentrated their attention on people in their 20s, 30s, and early 40s. After all, these have been the largest age groups, the biggest spenders, the trend-setters, and — so we thought — the embodiment of the future of consumption. Nowadays, older Americans are playing an increasingly important role in consumer markets. In 2021, there were slightly more Americans above the age of 60 than between ages 20 and 34, and the after-tax income of Americans above the age of 60 was only about 20% lower than the income of Americans below that age. A linear projection of these trends indicates that in no more than five or six years Americans above the age of 60 will become a larger consumer group in terms of income than the 20-to-34-year-olds. Go to Harvard Business Review for full article. https://lnkd.in/gfdpStt6

A new Mintel survey reveals that social media is the true driver of how nearly half of US teens 12-17 discover new beauty and personal care products. According to most recent data from 2022, the US has approximately 25.8 million children between 12-17, that is a large share of the market! In an era where digital fluency shapes consumer behaviors, the impact of Gen Z's immersion in social media on their beauty and personal care product preferences is profound and multifaceted. Read on to see how you can appeal to the Gen Z market: https://loom.ly/rSmaLOw #Botanx #PersonalCareManufacturing #Science #Nature