We all have both positive and negative images of aging based on our own family members, other personal experiences, societal expectations, and the media. When marketing to the 50-plus segment of the population, we should always check these assumptions as we produce print material and Web sites. Old clichés such as older adults playing shuffleboard, bingo, or eating early-bird dinners no longer apply.

How your firm portrays people over 50—in photos and graphic representations, in visual displays, and in advertising—can either attract or repel 50-plus consumers. The Mitman Group helps companies better understand the diverse 50-plus market and avoid biases and age-related stereotypes in their marketing and advertising.