New research from Crowd DNA and 72andSunny reveals how cultural narratives around ageing are changing
Cultural representations of ageing have long been problematic. ‘Getting old’ is equated with diminishing social relevance, and in many people’s eyes, this begins as early as 50.
This results in many brands unnecessarily limiting their audiences to younger demographics, missing out on the chance to connect with older customers. This means brands are potentially not realising the valuable sales growth opportunities with those aged over 50.
New research by cultural insights consultancy Crowd DNA and strategic advertising and design company 72andSunny has revealed this outdated narrative is now changing.
Older people are becoming more vocal about who they are and how they experience ageing. They are smashing tired tropes and negative stereotypes to create new cultural conversations about how they should be represented in today’s media.
The research will be shared in a live event. Key takeaways include how brands must embrace these new narratives, or risk losing cultural relevance.
This New Narratives event is part research presentation, part panel discussion, and is designed to provide rich insights into this new reframing of the ageing experience.
The panel discussion will feature three subject matter experts, each offering their own unique perspective on the contemporary representation of ageing in culture: Alla Nock, Head of Consumer Insights, Marketing Analytics and Engagement at Kimberly-Clark; Elizabeth Farrelly, Author, Lecturer and Columnist for The Saturday Paper and Architecture Australia; and Matt Ho, Digital Media and Insights at National Youth Singapore.
The event is on Wednesday 29 March 2023 at 1pm AEST.
It is a free webinar that everyone is welcome to join.
RSVP to firstname.lastname@example.org to receive an invitation.
New Narratives is an ongoing collaboration between Crowd DNA and 72andSunny, exploring significant shifts in cultural narratives. Previous events included the evolving narratives around Masculinity and Femininity in Australian culture.