The rheingold salon is delighted that our depth psychology study ‘50plus and that's it?’ has been nominated for the prestigious Real Impact Award. We are among the three best studies of the year – and that makes us proud!

Our study examines how people aged 50 and over see themselves – and how they feel they are portrayed in advertising. Spoiler alert: there is a huge gap. Women disappear from media visibility at the age of 50 and only reappear as ‘dear grandmothers’ at the age of 80. Men are often reduced to health problems. Differentiation? None whatsoever.

Yet the 50+ target group is anything but homogeneous – and will make up over 50% of the population in the coming years. They are willing to switch brands, quality-conscious, innovative – and they want to be seen. Not as a cliché, but as human beings.

Our approach: We don't just measure brand recall or sympathy, we also capture preconscious perceptions and psychological narratives. Because real advertising impact begins when people feel understood.

Thank you to everyone who made this study possible! Special thanks to our partners Screenforce Deutschland, Gerolsteiner Brunnen and soon Procter & Gamble – as well as to everyone who contributed their ideas, participated in discussions and helped out.

Now it's time to keep our fingers crossed for the award ceremony – and to continue working together to change the portrayal of age in advertising.

You can read the entire article on the nomination here.