NCOA & Google collaborate to tackle ageism in advertising

The National Council on Aging (NCOA) has partnered with Google to create inclusive marketing resources for the advertising industry to ensure that older adults are more authentically represented. 

Google’s inclusive marketing toolkit is now available to all marketers who want to improve representation and accessibility in their work through the All In platform. The resources include useful tools, strategies, and practices to embed inclusion into every stage of a campaign.

NCOA said it was able to leverage its 70+ years of experience to review and provide detailed feedback on Google’s audience guide on age; “to help the advertising industry portray people of all ages in a positive nuanced way”. 

AVOIDING STEREOTYPES

“Ageism hurts all of us by diminishing the incredible value of our lived experiences. It’s time for marketers to treat it the same as every other form of bias,” stated NCOA President and CEO Ramsey Alwin.  “We applaud Google for providing practical tips to communicate with older adults with dignity. NCOA was proud to review the guidelines; and we encourage every savvy marketer to use them in their messaging.”

The resources are a starting point for creating work that is authentic and void of stereotypes, confirmed NCOA. The site covers a host of valuable topics at every stage of an advertising campaign. This includes building diverse teams that include older adults and crafting inclusive strategies from planning to media buying; developing advertising creative that is inclusive; as well as insights for how to measure progress.  

“Advertising shapes culture. By addressing how people are portrayed in all forms of marketing, we can foster a more respectful and accurate representation of everyone; especially older adults,” added NCOA’s Chief Marketing and Business Development Officer, Ken Bracht.  “These resources will further improve as research and insights evolve.”

For more information about the All In resources, visit The National Council on Aging website. Recently, NCOA urged Congress to help Americans aged 55+ get back into employment as part of its economic recovery plans. Click here to read more.