Why marketing to seniors is so terrible

This article appears in Fast Company

Ads geared toward older consumers tend to be condescending at best, offensive at worst. Here’s why marketers get seniors wrong. Plus, a look at the brands that are getting it right, from Mercedes to Covergirl.

Honest question: When was the last time you saw anyone over 55 in a decent ad? The world of advertising is a hellscape full of reverse mortgages, erectile dysfunction pills, and bathtubs that won’t kill you.

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