On Sunday, there’s a good chance that your living room will be a multi-generational celebration of Super Bowl viewing. The reality is we don’t live age-segregated lives anymore. Adults 50-plus socializing with younger cohorts is the new normal.

Some advertisers have already benefited from acknowledging this reality. Apple, for instance, offers a universal approach in its advertising, which has not stopped Millennials from identifying with the brand as cutting-edge and progressive. Other leaders include Tommy Hilfiger, whose “family portrait” ads feature a panoply of young and old. Retailer Target has done the same, illustrating that women with gray hair are sexy.

By offering such visions that are more reflective of society the way that it is, advertisers are challenging outmoded marketing tactics and are taking advantage of a golden opportunity by including positive images of aging in advertising.

 

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