The Unwanted Superpower of Invisibility: Advertising Through the Eyes of Older Adults

Abstract

How do Portuguese older adults perceive advertising and the representations of aging it conveys? And how can advertising be more effective and age-inclusive, considering this demographic? To explore these questions, 25 individual in-depth interviews were conducted with Portuguese consumers aged 65 and above, using a qualitative approach to understand their experiences and perspectives. A particular focus was placed on uncovering the meanings of advertising for this audience and on what changes they believe are needed to make advertising more effective and engaging, while offering more authentic and respectful representation of later age. The findings indicate a generally negative perception of advertising among these older adults, many of whom actively avoid it. Senior-targeted advertising is frequently associated with deceptive practices and can, sometimes, lead these consumers to feel overlooked or invisible to brands. Moreover, most participants agree on a biased, negative, and stereotypical misrepresentation of older adults in advertising to which they don’t identify. Drawing on these findings and the existing literature, a set of actionable recommendations is provided to guide advertisers in creating more inclusive, diverse, meaningful, and effective campaigns that better resonate with older consumers.