INVISIBILITY OF THE 50+ IN THE MEDIA

Sao Paulo
Wed, Feb 3, 7:00 PM (GMT-2)

THE EVENT PROPOSES THE DISCUSSION OF THE REASONS BEHIND THE INVISIBILITY OF THE ELDERLY GENERATION (50+) ON ADDS, MEDIA, AND OTHER COMMUNICATION CHANNELS. THREE EXPERTS, WITH DIFFERENT BACKGROUNDS -A JOURNALIST AND RESEARCHER; A DOCTOR WHO RECENTLY WROTE A BOOK ON AGEISM; AND A MEDIA EXECUTIVE IN ONE OF BRAZIL'S MOST RELEVANT MARKETING CO. - WILL DISCUSS THEIR IDEAS AND POTENCIAL SOLUTIONS.

Sao Paulo

How many times have you seen a 50+ playing a protagonist role in an add? Many? Just a few? None? The last alternative is the most likely.

How can it be that in a country where the 50+ add up to 54 million people (or about 25% of the total population), respond for USD200 billions of aggregate income per year, and are the main, if not the sole financial support of 22% of Brazilian families, do not get recognition for their social and economic status? What are the reasons for the marketing / communication myopia?

The most amazing is that this scenario seems to mirror those of many developed nations, where the elderly population does have expressive purchasing power, such as in the US, but is still far from being fairly represented in the media and in marketing campaigns. According to Ken Dychtwald and Robert Morrison’s very interesting book “What Retirees Want”, in 2019 AARP (in the US) conducted a study of the portrayal in online media imagens of people age 50 and up. They represent 46% of the population, but only 15% of the people pictured. A research in Brazil in 2019 conducted by Vitamina Research Co. indicated that 75% do not feel correctly represented in the media. Ageism also explains a lot about this void.

The three speakers are well versed on the theme and will discuss it from the perspective of their professional background and expertise. Marta Monteiro, is a well-known media professional, journalist and longevity researcher, founder of “Geração Ilimitada”; Prof. Egidio Dorea, MD, PhD, coordinator of the Continuing Education Program at the University of São Paulo (USP 60+), and also director of Ativen and of Aging2.0 São Paulo; and Marco Antonio Vieira Souto, Head of Strategy of Grupo Dreamers / Artplan, a Brazilian media and marketing group, and member of Aging2.0 Brasil’s advisory board.

The event will inaugurate a series of lives that Manual do Tempo (“Handbook of Time”), a YouTube channel put together through the cooperation of both Aging2.0 São Paulo and Ativen, a consultancy on matters of innovation and longevity in Brazil. Stay tuned both here and in our medias (Facebook: Aging Brasil; Youtube: Manual do Tempo; and Instagram: aging2.0 saopaulo)

Keynote Speaker

  • EGIDIO DOREA

    EGIDIO DOREA

    USP

    COORDINATOR

  • Panelists

    • Marcia Monteiro

      Marcia Monteiro

    • Marco Antonio Vieira Souto

      Marco Antonio Vieira Souto

      Artplan

      Head of Strategy

    • Egidio Dorea

      Egidio Dorea

      University of São Paulo - USP

      Coordinator


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