Getty images show advertising’s ageist stereotypes. A new report from AARP this week zeros in on something we all knew: Advertisers focus on the young – not unlike the tech firms who make products being advertised. Despite the 50+ population representing one third of the US population, they only show up in 13% of advertising imagery. The AARP report authors analyzed the Getty images – and observed that even though 69% of people aged 65-73 own a smartphone, less the 5% of the images of technology included any older adults. The same held true for images of workers. While one third (53 million) of the labor force is 50+, only 13% showed them working – otherwise they were shown at home, with a partner or in a medical setting. And the kicker: 81% of the employees of advertising agencies are younger than 55 -- their ageism is well-documented.
It’s 2019 and in full sprint to the year-end finish. Soon you will launch a boomer/senior, home health tech product or service, or maybe a caregiver advisory service. As your company gets ready to travel into battle or a booth this fall with the sound of lively pitches all around, it is time to for you to revisit this guidance. Perhaps sometime soon, your new or existing company will officially launch a new product or service, or perhaps a long-awaited, over-described and much-anticipated offering will finally ship. First read existing content and research reports on your particular market segment. Look over this updated checklist that continues to hold true – with updated links and references. If necessary, refine tactics:
Heightened focus on social isolation has resulted in more research, greater concern. Since the initial correlation between loneliness, social isolation and poor health outcomes, new reports have emerged to try and understand why people are lonely and what can be done to mitigate it. AARP, which has been researching the subject since 2010, released new survey results in 2018 confirming the same percentage – 35 percent of adults age 45+ are lonely – but with a growing number of older adults in the population, this represents an additional five million adults based on census data and asks them to assess their health. Today, Aging in Place Technology Watch and GreatCall have published a new white paper about initiatives to fight social isolation -- a few of the points are excerpted here:
The last gasp of August and Labor Day's hurricane Dorian is behind us. Note how a devastating Hurricane Dorian already has become a past tense Wikipedia entry (!). Now we must contemplate the fall season of tradeshows and events, rev up anticipation for impending technology announcements, consider that technology anti-trust investigations are launching in multiple states. Meanwhile, the older adult technology market is still comprised of four main categories, into which the new entrants and inventions, including wearables, sensors, AI, and predictive analytics, will fit. The research report, Voice, Health, and Wellbeing 2020 has now launched and interviews are underway. Interest has grown in the use of technology to mitigate social isolation – more on that topic later this week, and the US population aged 65+ passed 52 million in 2018. What to make of all this? Here are the blog posts from August for consideration:
MIT Technology Review’s "Old Age is Over" is thought provoking. Or in the case of the technology section – "Old Age is Made Up," written by Joe Coughlin, head of the MIT Age Lab, the content is just plain provoking. We agree that old age is made up – but in this article, that assertion is underpinned with generalizations that are just, well, also made up. And it shows a lack of understanding about who benefits from technologies that exist in their current form, or that some of those have been upgraded well beyond his generalizations. Consider:
Getty images show advertising’s ageist stereotypes. A new report from AARP this week zeros in on something we all knew: 
It’s 2019 and in full sprint to the year-end finish. Soon you will launch a boomer/senior, home health tech product or service, or maybe a caregiver advisory service. As your company gets ready to travel into battle or a booth this fall with the sound of 
sp of August and Labor Day's hurricane Dorian is behind us. Note how a 
MIT Technology Review’s "Old Age is Over" is thought provoking. Or in the case of the technology section – "