In Conversation: Is the Ad Industry Overlooking Older People?

The debate over whether brands should associate with older generations or prioritize young faces has been ongoing for years. Currently, young influencers, actors, and brand ambassadors dominate screen time. However, the reasoning behind this isn’t as straightforward as it seems. 

While it’s easy to blame the advertising industry and brands for sidelining older individuals, the numbers support this concern. Cannes Lions and AARP reports indicate that older adults are significantly underrepresented in ads. So, who’s responsible for this gap? 

To gain deeper insights into this issue, we spoke with Shantesh S Row, a veteran industry professional with over 25 years of experience in the creative sector. As a C-suite consultant and mentor for MBA students, he offers a well-rounded perspective on the evolving landscape of advertising. 

Let’s dive into our conversation as we unravel the layers of this debate and explore whether advertising indeed neglects the older generation. 

Why is advertising centered around the younger generation 

It’s fair to ask for better representation in advertising, but context, product relevance, and marketing strategy all play a role, said Shantesh S Row when asked about this issue. He pointed out that advertising doesn’t operate in isolation—it follows the data and direction set by marketing demands. 

Ideally, brands should create age-agnostic campaigns that cater to a diverse audience. But does that happen in reality? 

Take non-alcoholic beer brands as an example. The rise of No/Low alcohol products is driven by data showing that Gen Z drinks less alcohol and prefers alternatives. As a result, beverage companies are shifting focus to cater to these preferences. Legacy brands like Budweiser and Heineken have embraced this trend, crafting products and campaigns tailored to younger drinkers. However, that doesn’t mean they entirely ignore Millennials and Gen X in their advertising. 

However, some brands, like Dove, take a different approach. Dove’s brand persona is built around inclusivity, pro-aging, and natural beauty. It serves as a textbook example of a brand that represents all demographics, advocating for equality in the most organic way. 

Row highlighted luxury industries—such as automobiles and fashion—where the approach is the opposite. Brands like Rolls-Royce and Louis Vuitton rarely target younger consumers because their real purchasing power lies with older demographics. Similarly, finance industry ads predominantly feature professionals 40 and above, as these individuals fall into the ideal marketing segmentation for financial products. 

Ultimately, marketing identifies the right audience, and advertising shapes the message to reach them. The challenge isn’t just about representation—balancing aspiration with actual consumer behavior. 

Where B2B advertising stands on representation 

While B2C advertising skews younger, B2B advertising takes the exact opposite approach. The two cannot be directly compared because they serve entirely different audiences with different advertising norms. 

“B2B signifies serious business—it requires a face that commands maturity, knowledge, and seniority,” Row said. He emphasized that a 50-year-old executive brings more credibility and trust in a corporate ad than a 25-year-old trying to represent leadership. 

This is because B2B advertising isn’t about mass appeal—it’s about reaching decision-makers, industry experts, and professionals who influence business strategies. In contrast to the youth-driven imagery in consumer advertising, B2B marketing intentionally showcases authority figures in their 40s, 50s, and 60s, aligning with its audience’s expectations. 

The psychology behind decorative model of the advertising industry  

When asked why advertisers often present people in a visually curated or ‘decorative’ manner, Shantesh S Row explained that advertising, like many industries, is not free from biases. The decorative model isn’t exclusive to advertising—it’s a fundamental aspect of branding and marketing across industries. 

“If you want to promote a product or brand, you have to present it in the most visually appealing way to inspire people to experience it,” Row said.

This highlights a crucial point: advertising isn’t just about driving sales—it’s about creating aspiration. It’s not always about immediate transactions but making consumers feel and connect with the brand through creative storytelling. 

Social media isn’t the sole voice of advertising 

While social media is a key marketing channel, it represents just one part of a brand’s larger digital strategy. However, virality isn’t the ultimate measure of success—brand loyalty and actual sales cannot be solely judged by online engagement. 

It’s also important to recognize that social media skews younger, attracting Gen Alpha, Gen Z, Millennials, Gen X, and a few Boomers. But when we shift our focus to traditional advertising—TV, radio, and print—there is a more balanced representation of age groups.  

These mediums continue to feature mothers, fathers, grandmothers, and grandfathers, reflecting a broader demographic reach than social media-driven campaigns. 

Advertising isn’t just about age—it’s about context 

The debate over age representation in advertising isn’t black and white. While the B2C advertising world leans towards youth-driven imagery, it’s not simply a case of brands ignoring older generations—it’s a matter of target demographics, industry demands, and consumer psychology. 

On the other hand, B2B advertising thrives on authority and expertise, often highlighting senior professionals to reinforce credibility. Luxury brands, finance, and certain legacy industries also favor older demographics, proving that age representation in advertising is more about relevance than exclusion. 

However, as consumers become more vocal and socially conscious, brands must rethink their storytelling—not just for inclusivity’s sake but to reflect the real-world diversity of their customer base. Representation isn’t just a moral responsibility; it’s a strategic advantage.  

In the end, the most powerful advertisements aren’t just about selling a product—they’re about connecting with the people who use them. 

Explore more of the changing face of brand comms series.