{"id":22221,"date":"2023-09-20T09:15:23","date_gmt":"2023-09-20T02:15:23","guid":{"rendered":"https:\/\/gudjob.net\/?p=22221"},"modified":"2026-08-18T23:09:52","modified_gmt":"2026-08-18T16:09:52","slug":"lam-the-nao-de-loai-bo-dinh-kien-tuoi-tac-trong-nganh-quang-cao","status":"publish","type":"post","link":"https:\/\/gudjob.net\/en\/blog\/lam-the-nao-de-loai-bo-dinh-kien-tuoi-tac-trong-nganh-quang-cao\/","title":{"rendered":"How to eliminate age bias in the advertising industry?"},"content":{"rendered":"

Only 4% of people over the age of 60 appear in advertising campaigns, even though this is a demographic group that accounts for 25% of global spending.<\/em><\/p>\n

According to CreativeX's analysis of more than 126,000 ads globally, only 4% of people appearing in ads are over the age of 60. Not only that, nearly two-thirds of that 4% appear in family-related contexts and less than 1% appear in business or work contexts.<\/p>\n

In fact, the over 60 demographic accounts for about 25% of global spending power.<\/p>\n

In 2019, The Drum once performed a study on the same topic<\/a> to talk about why ageism still exists in the advertising industry.<\/p>\n

Ms. Emma Twyning - Director of Communications and Policy at the Center for Aging Better said that some brands are currently taking the right direction on the issue of age discrimination, such as Marks & Spencer.<\/p>\n

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Marks & Spencer is one of the brands that demonstrates the connection between generations, while limiting the reinforcement of age stereotypes through advertising.\u200c \u200c<\/span>Source: Marks & Spencer<\/em><\/figcaption><\/figure>\n

This contrasts with most advertising that features older people, Ms. Twyning added. <\/em>Have a more vibrant and interesting life.<\/p>\n

Besides the Marks & Spencer brand, Ms. Twyning also mentioned another name, Dove.<\/p>\n

The next name mentioned is JD Williams, an online fashion retailer that has teamed up with agency House 337 to launch a spring-summer advertising campaign with a message that goes against harmful stereotypes.<\/p>\n

JD Williams' advertising campaign starring older models includes interesting and humorous advertising statements, such as \u201cNo, that's not my daughter, and yes, I still look hot,\u201d \u201cI'm feeling more like a girlfriend than a grandmother.\u201d<\/em> or \u201cAdmit it, these things are still appropriate for your age.\u201d<\/em><\/p>\n

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JD Williams's advertising campaign exudes the confident, trustworthy and energetic image of an older woman.\u200c \u200c<\/span>Source: JD Williams<\/em><\/figcaption><\/figure>\n

Ms. Zara Ineson - Executive Creative Director at House 337, also the person behind this campaign, said that while JD Williams is always aware of the over 60 age group, it seems that the brand still does not really have the right way to communicate with this demographic group in a creative way.<\/p>\n

Ms. Ineson added that this brand inherently understands which target group they want to convey their message to, as well as knowing which agencies often run advertising campaigns that ignore the older demographic group.<\/p>\n

To ensure that JD Williams could become the most suitable representative for the older audience, House 337 used social listening tools and helped the brand create a group of women of all ages, living in different areas in the UK to carry out creative communication activities.<\/p>\n

Besides, according to Ms. Ineson, another important factor is that those who carry out or participate in the campaign must have relevant life and experience.<\/p>\n

Therefore, for the staff at House 337 participating in the campaign, 95% are women and more than 85% are over 35 years old. Ms. Ineson shared that they always gather staff, sign contracts or work with customers based on experience, instead of simple research.<\/p>\n

Trinny London \u2013 a makeup company that has built a successful reputation thanks to its way of conveying a positive message about aging.<\/p>\n

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Ms. Trinny Woodall, Founder of Trinny London, wants to convey the message of honoring aging, instead of making women feel ashamed of wrinkles and age spots.\u200c \u200c<\/span>Source: Vogue Business<\/em><\/figcaption><\/figure>\n

According to shares with The Drum by Ms. Shira Feuer - Chief Marketing Officer at Trinny London, to ensure the positive message about aging is clearly shown on the website, as well as communication activities, the brand used models ranging in age from 18 to 83, along with a variety of skin types, skin colors and hair colors.<\/p>\n

Because Trinny London represents positivity about aging, Ms. Feuer said partnering agencies must clearly understand the overarching values \u200b\u200bthe brand represents and wants to convey.<\/p>\n

For Ms. Feuer, to convey the message comprehensively through marketing activities, the most important factor is transparency.<\/p>\n

Conclude<\/h2>\n

While brands like JD Williams, M&S, Trinny London and Dove are among the names making great strides in conveying a positive message about ageing, they are still among the few in the industry doing so.<\/p>\n<\/p>\n

According to Thanh An \/ Brands Vietnam<\/em>
* Source: <\/em>The Drum<\/em><\/a><\/p>","protected":false},"excerpt":{"rendered":"

Ch\u1ec9 c\u00f3 4% nh\u1eefng ng\u01b0\u1eddi thu\u1ed9c \u0111\u1ed9 tu\u1ed5i tr\u00ean 60 xu\u1ea5t hi\u1ec7n trong c\u00e1c chi\u1ebfn d\u1ecbch qu\u1ea3ng c\u00e1o, d\u00f9 \u0111\u00e2y l\u00e0 nh\u00f3m nh\u00e2n kh\u1ea9u h\u1ecdc chi\u1ebfm \u0111\u1ebfn 25% s\u1ee9c chi ti\u00eau tr\u00ean to\u00e0n c\u1ea7u. Theo d\u1eef li\u1ec7u ph\u00e2n t\u00edch h\u01a1n 126.000 qu\u1ea3ng c\u00e1o tr\u00ean to\u00e0n c\u1ea7u c\u1ee7a CreativeX, ch\u1ec9 c\u00f3 4% trong s\u1ed1 nh\u1eefng ng\u01b0\u1eddi […]<\/p>\n","protected":false},"author":1,"featured_media":22338,"comment_status":"open","ping_status":"closed","sticky":false,"template":"","format":"standard","meta":{"_acf_changed":false,"wpai_generated_summary":"","footnotes":""},"categories":[173],"tags":[217],"class_list":["post-22221","post","type-post","status-publish","format-standard","has-post-thumbnail","hentry","category-mang-xa-hoi","tag-tin-tuc"],"acf":[],"_links":{"self":[{"href":"https:\/\/gudjob.net\/en\/wp-json\/wp\/v2\/posts\/22221","targetHints":{"allow":["GET"]}}],"collection":[{"href":"https:\/\/gudjob.net\/en\/wp-json\/wp\/v2\/posts"}],"about":[{"href":"https:\/\/gudjob.net\/en\/wp-json\/wp\/v2\/types\/post"}],"author":[{"embeddable":true,"href":"https:\/\/gudjob.net\/en\/wp-json\/wp\/v2\/users\/1"}],"replies":[{"embeddable":true,"href":"https:\/\/gudjob.net\/en\/wp-json\/wp\/v2\/comments?post=22221"}],"version-history":[{"count":0,"href":"https:\/\/gudjob.net\/en\/wp-json\/wp\/v2\/posts\/22221\/revisions"}],"wp:featuredmedia":[{"embeddable":true,"href":"https:\/\/gudjob.net\/en\/wp-json\/wp\/v2\/media\/22338"}],"wp:attachment":[{"href":"https:\/\/gudjob.net\/en\/wp-json\/wp\/v2\/media?parent=22221"}],"wp:term":[{"taxonomy":"category","embeddable":true,"href":"https:\/\/gudjob.net\/en\/wp-json\/wp\/v2\/categories?post=22221"},{"taxonomy":"post_tag","embeddable":true,"href":"https:\/\/gudjob.net\/en\/wp-json\/wp\/v2\/tags?post=22221"}],"curies":[{"name":"wp","href":"https:\/\/api.w.org\/{rel}","templated":true}]}}