Advertisers are busy chasing the Gen Z dream, while one of our largest — and most dynamic — audience segments is relegated to the background. If Hollywood can celebrate ageing, why can’t we?

As the Oscars celebrated icons like Demi Moore, Ralph Fiennes and Isabella Rossellini, Wonderhatch’s Head of Strategy, Jed, unpacks the advertising industry’s ongoing blindspot when it comes to age representation.

“If Hollywood can celebrate ageing like a fine wine, why can’t we?”

Despite over-50s soon accounting for 63% of all consumer spend, this generation is underrepresented in advertising — and when they are included, the results often feel patronising. Jed calls out this “boomer blindness,” highlighting our industry’s obsession with youth and novelty:

“We’re kidding ourselves if we think older consumers aren’t active, stylish, or digitally savvy.”

He challenges the one-size-fits-all approach to over-60s targeting, pointing out the absurdity of lumping anyone born between 1960 and 1910 into the same category.

“It’s not just outdated — it’s lazy,” he argues. “We don’t work as hard as we should to understand the variety within this broad audience.”

The solution? Creative courage, better data strategies, and above all — imagination. “On a personal level, we all know older consumers with personality, quirks and style. But on a brand level, we often forget that.”

This isn’t about swinging the pendulum entirely. It’s about recognising that older audiences aren’t an afterthought — they’re an opportunity.

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