The advertising industry is addicted to youth.
We are obsessed and possessed. We crave it in our agencies and we covet it in our audiences. We believe younger staff are more creative and younger consumers are more valuable.
But this is nothing more than received wisdom. Dogma upon which we have all been indoctrinated. Spurious beliefs and specious myths; unquestioned, unfounded and ultimately unsound.
By undervaluing older staff we undervalue expertise. By overlooking older audiences we overlook opportunity.
This article makes the case that changing our ageist attitudes is not only a moral decision but a commercial one. A decision that would improve the quality of our work. And a decision that would improve the quality of our standing.
Let’s start close to home.
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