In today's cancel culture, it has never been easier to be accused of discrimination, and never been more important to watch what you say.
But there's one big group that no one really cares if you make fun of, treat poorly or generally ignore and at times, show bias towards.
Look around. People over 50 get laid off all the time, get made fun of and generally live in fear of not being able to provide for themselves or their families. To be clear, I don't give a s*** about "OK, Boomer!" - if you can't take that without ID'ing it as discrimination, then you're probably not tough enough to be someone I want to work with, regardless of age.
That's why this ad, from the creative agency FEARLESS, was so awesome. Take a look at the ad and we'll talk about it after the jump (email subscribers, enable images or click through, you'll want to see this one):
"Our writers, art directors, strategists, producers, directors, editors, designers, and account managers are chosen on talent, not age. They're in their 20s, 30s, 40s, 50s, and 60s, and every single one of them is a total badass at what they do.
Teams that draw on the full gamut of experience are the kind more and more clients are demanding to see looking back at them in presentations and pitches.
This shouldn't be surprising. With the average age of the consumer steadily rising, and the over-50s outspending the under-30s by a country mile, the ability to harness the broadest possible range of creative perspective is a distinct advantage; shallow and narrow are no match for deep and wide.
Adults over 50 buy 60% of all new cars, yet only 5% of advertising dollars are targeted at anyone over 35. Think about that the next time you see a car ad with a young 30-something behind the wheel. The folks buying BMWs and Mercedes are doing so despite the advertising not because of it. Imagine what the sales numbers would be like if we directed our messages to the right audience. It's the same story across a whole raft of industries, and as a consequence, huge opportunities are being lost.
If traditional agencies don't want to take the aging consumer seriously, then we will. We have the people, the know-how, and the chops to speak to them intelligently. There's also a burning desire to end ageism raging in our DNA."
Bravo, Ian David. Keep doing you on this topic. It's awesome.
Closing note. If you're over 40 or 50, it's easy to applaud, right?
Not so fast my friend. You've got a role in this too. While you might not look like dude in the ad (females, think about what the equivalent would be), you've got to do your part as an older worker to stay relevant.
Stop thinking the kids you work with should get the F*** off your lawn.
Improve your knowledge and skills accordingly.
Upgrade the way your dress to fit the times.
Do what it takes to have the energy required to show you're engaged and ready to get shit done.
Don't sit in the back and hope that a layoff doesn't happen to you.
If you're in a management role, you've got two goals this year. Coach older talent to be the things I've listed above to ensure they stay relevant, and think about the value that the right older workers provide given the market opportunity listed by Ian.
Don't discount great older talent.
Older talent - be better.