Adland’s midlife crisis: Overcoming our boomer blind spot

Opinion

Advertisers are busy chasing the Gen Z dream, while one of our largest — and most dynamic — audience segments is relegated to the background. If Hollywood can celebrate ageing, why can’t we?

The recent Oscars topped an awards season that has shone a spotlight on seasoned stars, proving that brilliance knows no age limit. Powerhouses like Demi Moore, Ralph Fiennes and Isabella Rossellini — each over 60 — graced the world’s most famous stage.

And yet, in advertising, this same generation is regularly overlooked. Just 23% of ads feature a person aged 55 and over. And when ads do represent older audiences — especially women — they leave almost half of their target audience feeling patronised.

It seems advertisers are suffering from a severe case of “boomer blindness”, busy chasing the Gen Z dream, while one of our largest — and most dynamic — audience segments is relegated to the background.

And, as a result, we’re falling behind. We should be driving the representation of one of the largest and most ignored demographics. If Hollywood can celebrate ageing like a fine wine, why can’t we?

We’re kidding ourselves

Take Moore: not exactly the image that pops into your head when you think “over 60”, yet she embodies our industry’s blind spot. Glamorous, witty and on fire in her craft — she’s far from the tired stereotype we so often associate with ageing.

She attends red carpet and cultural events in high-fashion looks — and yet the ads we see on a daily basis would suggest her peers have aged out of buying cosmetics, skincare, fashion or enjoying cultural events.

This is not just a minor oversight — it’s an expensive mistake to make. By 2040, the over-50 demographic will wield a whopping £550bn in spending power, accounting for 63% of overall consumer spend. Our tendency to dismiss older generations as a homogenous “boomer blob” is costing us.

According to GWI, marketers are twice as likely as consumers to favour brands that “feel young”. This infatuation with novelty keeps us targeting the same segments, making it far harder for brands to stand out while ignoring a treasure trove of untapped potential.

I’m not suggesting that we pivot all targeting to the over-60s; only that we consider them far more as customers when it makes sense to. But achieving this means moving past our biases and getting a little more creative.

Breaking the boomer blob

Times are changing and so are consumer habits. Enter the digital boomer.

Broadcaster VOD and television streaming is on the rise among this generation. And as smartphone usage grows, so, too, does their social media presence. Although Facebook is still their favourite platform, one in five baby boomers used Instagram in 2024 and GWI reports a 57% rise in baby boomers on TikTok since 2021.

The problem starts with the tools we have. Typical targeting options on platforms like Meta hit a ceiling at 65-plus. That’s anyone born from 1960 back to 1910. It’s a catch-all that encapsulates very different lives — and that’s before you even get into understanding who they are as individuals.

Currently, we don’t work as hard as we should to understand the variety within this broad audience. Younger boomers may still hustle in the corporate world, while their older peers — those enjoying the freedom of retirement — demand a more nuanced approach. Here, interest- and behaviour-based strategies are not just innovative; they’re essential.

To resonate properly, a cookie-cutter age category just won’t do. These platforms should offer a goldmine of data that can help us really understand the quirks and passions of our audiences. Do they indulge in luxury? Engage with influencer content? Prefer cheeky, funny videos or globe-trotting adventures?

Rather than throwing everyone born pre-1960 into the same bucket, we should focus on the attitudes and values they share with brands. After all, it’s their lifelong connection to these ideals, not just their age, that makes them loyal customers.

A failure of imagination

Ask anyone to describe someone they know over 60 and you’ll get a picture of a multifaceted individual. On a personal level, we all understand that older consumers have interests, personality and passions. These are the people who ruled the rave scene in the 80s, defined cool in the 90s and are now reinventing what it means to be “old” in the 2020s.

Some agencies, like Bartle Bogle Hegarty, are taking steps to change the script, emphasising the need for adland to just ask this under-catered-for audience what they want from us.

This is a discerning demographic, sick of seeing themselves in scenarios in which their individuality has been squashed. Advertising thrives on aspirations that mirror the vibrant, diverse lifestyles of older consumers.

Let’s face it: if Hollywood can represent the diverse lives of the older generation, then advertisers have every reason to reflect on our own tunnel vision.

Jed Price is head of strategy at Wonderhatch