Ageism continues to be a newsworthy subject. Here are a few recent examples:
- The 'sacking' of Arlene Phillips (66) from 'Strictly Come Dancing', to be replaced by a much younger but less knowledgeable singer
- The ongoing involuntary 'retirement' of female presenters aged over 50, including Selina Scott, Moira Stuart and Anna Ford
- The mature student aged 64, who (according to the Daily Mail of 16.11.09) has applied for 650 jobs but received only one reply
- The boss of a retirement home management company is forced to issue a 'grovelling apology' (according to the Daily Telegraph, 20.11.09) after using the phrase 'dribbling geriatrics'
The Equalities Office referred earlier this year to 'the ageist culture which has prevailed in our society for too long'. As it points out, not only does ageism infringe human rights, but society needs the active involvement of older people.
Given the size, growth and economic power of older people, there are huge rewards for businesses which are able to adopt an age-friendly position (but without falling into the many bear traps that this can involve). Which is where we come in...
Showing posts with label marketing and ageism. Show all posts
Showing posts with label marketing and ageism. Show all posts
Friday, 20 November 2009
Thursday, 12 November 2009
Ageism and Marketing
At rhc advantage, one of our aims is improve relationships between older people and business. This is of course fundamental to all of the work we do and central to what marketing is all about.
It’s also why we actively support AGE UK (the new name for Age Concern and Help the Aged) and its aim of improving the lives of older people. We do this through our membership and role as business partners of their Engage Business Network and a commitment to contribute a percentage of our fee income to the charity.
We have also decided to take a stand against ageism wherever we encounter it in the business and marketing worlds. Ageism in the UK is a cultural given – for a number of reasons, age and ageing are seen as unattractive and undesirable. For this reason, images of age and ageing tend to be avoided – employment practices in marketing and advertising favour younger people, as do the images used in advertising and marketing communications. Both facts are well documented – but that’s for another day. However, let’s be clear that they represent the most glaring examples of ageism in marketing.
It's not much, but our starting point is to write ’angry of Tunbridge Wells’ type letters to the media. Here’s an example, from February this year. This concerns ‘The Marketer’, the official magazine of the Chartered Institute of Marketing. This is an organisation which styles itself as ‘the leading international professional marketing body’, so how it deals with these issues is significant.
The article in question took a fairly routine story about cognitive testing amongst the over-50s by an insurance company. It then proceeded to give it the full tabloid treatment. Here’s what they published:
Geriatric gaming
Gaming grandparents could cut back on car insurance thanks to a scheme from Allstate insurance. More than 100,000 Pennsylvania pensioners are using brain-building video games to test the effects of cognitive training on driving safety. The games use InSight video software from Posit Science designed to reverse dodderiness and improve the visual skills needed for safe driving. Positive results will mean discounts from Allstate for older drivers who game to stay sharp.
It is worth noting that the source for this piece (www.springwise.com) did not use the derogatory terms and stereotypes applied by ‘The Marketer’, such as ‘geriatric’, ‘dodderiness’, ‘grandparents’ and ‘pensioners’. It is reasonable to assume, therefore, that it was the editorial judgement of ‘The Marketer’ to reduce the piece to a sniggering, puerile laugh at the expense of people aged over 50. Just another piece of casual ageism.
I contacted the Editor, who did not see my point at all. It was just a piece of fun. The fact that some people aged over 50 are doddery, pensioners and grandparents justified the piece, in her view. However, Ray Jones, the highly-regarded Head of Communications for the CIM, immediately 'got it' and made space for me to make my point in the next edition, which went to press that evening. I won't reproduce it here, as you can probably guess the points I made.
We will continue to be vigilant. Watch this space!
It’s also why we actively support AGE UK (the new name for Age Concern and Help the Aged) and its aim of improving the lives of older people. We do this through our membership and role as business partners of their Engage Business Network and a commitment to contribute a percentage of our fee income to the charity.
We have also decided to take a stand against ageism wherever we encounter it in the business and marketing worlds. Ageism in the UK is a cultural given – for a number of reasons, age and ageing are seen as unattractive and undesirable. For this reason, images of age and ageing tend to be avoided – employment practices in marketing and advertising favour younger people, as do the images used in advertising and marketing communications. Both facts are well documented – but that’s for another day. However, let’s be clear that they represent the most glaring examples of ageism in marketing.
It's not much, but our starting point is to write ’angry of Tunbridge Wells’ type letters to the media. Here’s an example, from February this year. This concerns ‘The Marketer’, the official magazine of the Chartered Institute of Marketing. This is an organisation which styles itself as ‘the leading international professional marketing body’, so how it deals with these issues is significant.
The article in question took a fairly routine story about cognitive testing amongst the over-50s by an insurance company. It then proceeded to give it the full tabloid treatment. Here’s what they published:
Geriatric gaming
Gaming grandparents could cut back on car insurance thanks to a scheme from Allstate insurance. More than 100,000 Pennsylvania pensioners are using brain-building video games to test the effects of cognitive training on driving safety. The games use InSight video software from Posit Science designed to reverse dodderiness and improve the visual skills needed for safe driving. Positive results will mean discounts from Allstate for older drivers who game to stay sharp.
It is worth noting that the source for this piece (www.springwise.com) did not use the derogatory terms and stereotypes applied by ‘The Marketer’, such as ‘geriatric’, ‘dodderiness’, ‘grandparents’ and ‘pensioners’. It is reasonable to assume, therefore, that it was the editorial judgement of ‘The Marketer’ to reduce the piece to a sniggering, puerile laugh at the expense of people aged over 50. Just another piece of casual ageism.
I contacted the Editor, who did not see my point at all. It was just a piece of fun. The fact that some people aged over 50 are doddery, pensioners and grandparents justified the piece, in her view. However, Ray Jones, the highly-regarded Head of Communications for the CIM, immediately 'got it' and made space for me to make my point in the next edition, which went to press that evening. I won't reproduce it here, as you can probably guess the points I made.
We will continue to be vigilant. Watch this space!
Subscribe to:
Posts (Atom)