Leonie Roderick: How are we still getting age in advertising so wrong?

Last week saw the return of the annual Mature Marketing Summit. The event, run by the Mature Marketing Association (MMA), looks to showcase best – and worst –practice when it comes to portraying senior consumers in advertising.
The summit came at an opportune moment. Just a week before, Gransnet and Mumsnet revealed a staggering 85% of Brits aged 50 or over believe ads aimed at older people rely on stereotypes, with 79% claiming their age group is patronised by advertisers.
The