A recent report from the Advertising Standards Authority has investigated how older people are portrayed in the media.
For respondents aged 65+, targeting of ads had clearly defined drawbacks because of a change in the types of products that were being advertised to them. In particular, they felt overwhelmed by the number of ads for end-of-life products they felt were targeted at them. This includes products such as:
- funeral and cremation service
- retirement /care homes
- life insurance
When the topic of age in relation to advertising was initially brought up in the focus groups with those aged 55+, the two topics most frequently and spontaneously mentioned were:
- concerns about older people being inundated with targeted advertising for certain end-of-life products (such as funeral or cremation services), and
- broad omission of older people from ads for more general products.
The primary focus of the research was to understand to what extent, and how, certain depictions of older people in ads can give rise to offence and/or harm. For the purposes of this research, ‘older people’ were defined as anyone at or above 55 years of age. Research agency Strat7 Jigsaw was commissioned to conduct the research for the report dated March 2025.
The results are disappointing. The survey found that the UK population thought older people tend to be negatively stereotyped in advertising compared to the portrayal of other groups in society.
Typical quotes from research participants include:
‘They are always advertising about cremation. Oh, my goodness. It is always about funerals.’ Female, 75+
‘We might appear older, but I think most people are still pretty young at heart. We’ve got quite a lot to offer.’ Female, 75+
‘It’s always the same sort of ads. They are all about funerals and care homes.’ Male, 65-74
At Austin’s Funeral Directors, we are especially sad to see how older people are portrayed in many adverts, and the impact this is having on individuals. For over 300 years, we’ve been helping families across Herts to plan funerals for their loved ones. We know, more than most, how bereavement can impact friends and families and that loved ones can be lost at any age. Death and funeral planning are not just for the elderly.
Our team offers empathetic compassion to every individual, of any age. Our caring team is available 365 days each year. It’s important to us that each person we’re in touch with receives the highest standard of care and compassion. The advertising industry should add inclusive compassion to its portrayal of older people in adverts. Based on our experience, it’s welcomed and valued.
