Ageism in advertising leads to brands ignoring over-55s

Consumers over the age of 55 are ''massively understudied and underinvested in'' by brands and advertisers in Ireland, according to a study by Dublin media-planning and buying firm Mediavest.

8th December, 2013

Consumers over the age of 55 are ''massively understudied and underinvested in'' by brands and advertisers in Ireland, according to a study by Dublin media-planning and buying firm Mediavest. There is, the company suggests, a big opportunity for brands to lead a cultural change in how society sees, caters to and engages with those aged over 55.

''From time to time we take international findings and contrast them with the Irish experience to find out whether they...

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