(Mis)Representations of older consumers in advertising: stigma and inadequacy in ageing societies

ABSTRACT

How do older consumers in an ageing society interpret and make sense of cultural media products, such as advertising campaigns, portraying their cohort? A qualitative study analysing 626 advertisements and drawing from 18 consumer interviews in Brazil shows how older consumers reject stereotypical images of their cohort in advertising even when the images are positive. Older individuals seek to distance themselves from stereotypical social images of old age, placing themselves in a liminal state of being ‘not too old but no longer young’. This research speaks to the opportunities of cultural media producers to better align their messages with legislative and regulatory efforts to portray older consumers more realistically to successfully destigmatise this section of the population.

KEYWORDS:

• Marketplace exclusion
• stigma
• marginalised consumers
• positive stereotypes
• older consumers

Disclosure statement

The authors have no conflicts of interest to declare.

Supplementary Material

Supplemental data for this article can be accessed here.

Additional information

Funding

This research was developed using research funds from both Fundação Getulio Vargas and Universidad Adolfo Ibáñez

Notes on contributors

Benjamin Rosenthal

Benjamin Rosenthal is a Senior Lecturer at Fundação Getulio Vargas in São Paulo, Brazil. His research focuses on the micro- and macro-level factors influencing consumers. His research projects cover diverse topics, such as consumption practices, brand communities, social movements, social media and older consumers.

Flavia Cardoso

Flavia Cardoso is an Assistant Professor at Universidad Adolfo Ibáñez in Santiago, Chile. Her research interests include macro-level factors influencing consumer behaviour, market systems and activism. Flavia’s research covers distinct areas related to consumer experiences, such as consumer activism, family consumption and retailing.

Carla Abdalla

Carla Caires Abdalla is an Associate Lecturer at Faculdade Armando Alvares Penteado, in São Paulo, Brazil. Her research interests include cultural marketing studies and gender and consumer behaviour studies.