If you haven’t noticed already, let me tell you something you may or may not choose to take on board. Experience is worth nothing. And by nothing I mean experience is worth nothing financially. This begins to happen once you cross the line into your 40s, but your experience is devalued even more once you hit 50. You know this is true because you’ve seen the ads, the movies that point out what matters, what’s worthy is being younger.
“A paucity of older people in advertising leads to a poorer output and a missed opportunity for brands.”
“78% of those aged 50 or over feel under-represented or misrepresented by advertising, with 49% saying they actively avoid brands who ignore them. Plus 69% suggest they would be more receptive to brands if their advertising represented over-50s more accurately.”
“The demographic make-up of the advertising industry sends a pretty clear message to people who have the gall to a) stay alive and b) keep working past the age of 30. And that message is: ‘Fuck you and the mobility scooter you rode in on.'”
Waller’s quote makes me want to say, “Wake the fuck up to this mother-fucking GOLD MINE” to the historically female-centric romance fiction industry. Women over 40 have money to spend and the world of romance fiction is, with very few exceptions, ignoring them and their money. Readers are saying they are receptive to romance novels that represent over-40s (and beyond) more accurately, as LEAD characters. Yet, as with advertising, these readers are still getting a “Fuck you and the mobility scooter you rode in on” from an industry that employs mostly women who will one day be over the age of 40, 50 and beyond.
Vizard, S. (2019). Brands should stop seeing age as a defining feature of the over-50s. Marketing Week. https://bit.ly/2yI0JgA
Wallman, R. (2019). Adland’s obsession with youth will come at a cost. Marketing Week. https://bit.ly/2XajNz6