What does ‘age’ mean in today's media world? And why does advertising often seem to present only two images of it: the caring senior couple with a stair lift – or the flawless silver model on the catwalk? In her article on Seven.One Insights, Ines Imdahl gets to the bottom of these questions and advocates for a new understanding of age and diversity.

Under the title ‘Age Diversity – Between Stairlifts and Supermodels,’ she analyses how images of age arise in communication – and why they often fail to reflect people's real lives. The Rheingoldsalon's depth psychology research shows that the 50+ generation is neither homogeneous nor easy to categorise. It is diverse, active, keen to consume – and it wants to be seen.

Ines Imdahl makes it clear that it is not enough to serve older target groups with a ‘one-size-fits-all’ narrative. Instead, a differentiated approach is needed that takes the psychological needs and lifestyles of this generation seriously. Between the stair lift and the supermodel lies a broad spectrum of experiences, desires and potential – and this is where real age diversity begins.

The article is part of the ‘50plus und Schluss?’ initiative, with which the Rheingoldsalon is setting new impulses for brand communication. The aim is to update images of age and show the 50plus target group for what it is: a relevant, discerning and inspiring generation.

Read the entire article here.