Imagine this: A woman in her late 60s, a retired teacher, is scrolling through her favourite news app. She sees ads for anti-ageing creams, cruise holidays, and mobility aids. Each one screams a single, monotonous message: “You’re old, and this is all you need.” She closes the app, feeling unseen for who she truly is—a vibrant, tech-savvy individual with a lifetime of experiences, passions, and untapped potential.
Or think of a young man with a disability, bombarded by charity ads that portray people like him as objects of pity rather than participants in everyday life. He uses cutting-edge tech, travels the world, and runs his own business, but in the advertising world, he’s invisible unless he’s a symbol of “inspiration.”
These are just two of the millions of consumers who fall outside advertising’s narrow spotlight. It’s not just an oversight—it’s a cultural blind spot with massive consequences.
Who Are the Invisible Consumers?
Advertising tells us who matters. But who does it leave out?
1. Older Adults: The Forgotten Spenders
Older adults hold more wealth than any other demographic, yet their ad representation is abysmal. When they do appear, they’re either portrayed as frail and dependent or as unrealistically youthful, dancing through retirement as if ageing were a myth.
But older adults today are running marathons, launching startups, and embracing technology at record rates. Why does advertising refuse to reflect this reality? Ignoring them perpetuates ageism and sends a clear message: “You’re not relevant unless you look or act young.”
2. People with Disabilities: Stereotyped or Silent
Over a billion people worldwide live with some form of disability. They represent a diverse, dynamic consumer base, yet they’re either absent from ads or pigeonholed into narrow roles—the brave hero overcoming adversity or the charity case seeking pity.
Brands often miss the mark entirely, failing to normalize disability as an everyday part of life. Imagine seeing an ad where a person with a disability is simply buying groceries or going to a concert, without their disability being the focus. That’s the kind of representation that’s still shockingly rare.
3. Low-Income Communities: Erased or Exploited
Advertising largely ignores low-income consumers, except when pushing payday loans, fast food, or discount retailers. The underlying narrative? These individuals aren’t aspirational enough for mainstream brands.
This not only alienates a significant portion of the population but also perpetuates harmful stereotypes. Low-income consumers are as diverse and aspirational as anyone else—they want access to quality products and services that respect their dignity, not exploit their circumstances.
The Cost of Ignoring Diversity
The exclusion of these groups isn’t just morally wrong—it’s economically foolish. Together, these “invisible consumers” represent billions in untapped purchasing power. By ignoring them, brands leave money on the table and risk alienating a significant portion of their potential audience.
But the real cost is cultural. Advertising doesn’t just reflect society; it shapes it. When entire groups are erased or misrepresented, it reinforces harmful biases and perpetuates inequality. Ageism, ableism, and classism become ingrained in the cultural fabric, shaping how we view ourselves and others.
Real-World Failures and Successes
Failure: A notable example is the 2018 ad campaign titled “Dear Young People, Don’t Vote,” sponsored by the Washington, D.C.-based nonprofit Acronym. This advertisement depicted older individuals as selfish, uncaring, and out-of-touch, suggesting they were responsible for ruining the future due to their lack of concern for younger generations. While the campaign aimed to encourage young people to vote, its portrayal of older adults was divisive and derogatory, reinforcing negative stereotypes about aging.
Success: On the flip side, Tommy Hilfiger’s adaptive clothing line is a masterclass in inclusion. Designed for people with disabilities, it’s marketed without fanfare, simply showing real people living their lives. It’s a powerful reminder that inclusivity doesn’t need to be performative—it can be seamless and authentic.
How Advertising Shapes Our Worldview
Advertising influences how we see ourselves and each other. When certain groups are constantly stereotyped—or worse, invisible—it impacts their self-perception and how society treats them.
For older adults, this means feeling pressured to fight aging rather than embracing it. For people with disabilities, it means being seen as exceptional only when they fit an “inspirational” mold. For low-income communities, it means internalizing the idea that they don’t deserve quality or aspirational products.
Breaking the Cycle: What Needs to Change
- Authentic Representation
Ads must reflect the full spectrum of human experience. Older adults, people with disabilities, and low-income individuals need to be shown not as outliers or exceptions but as everyday consumers with diverse interests and lifestyles. - Inclusive Storytelling
Move beyond tokenism. Show older adults as tech innovators, people with disabilities as fashion-forward consumers, and low-income individuals as empowered decision-makers. Normalize diversity without making it the story. - Community Collaboration
Work directly with underrepresented groups to ensure authenticity. Co-create campaigns that resonate with their lived experiences rather than relying on outdated stereotypes. - Data-Driven Inclusion
Brands need to stop underestimating these audiences. Leverage data to understand their behaviors and preferences, recognizing them as valuable consumers, not fringe markets. - Accountability and Metrics
Just as diversity is measured in workplaces, it should be tracked in advertising. Brands should set goals for inclusive representation and hold themselves accountable for meeting them.
Imagine a world where advertising reflects all of us
A world where older adults see themselves as vibrant contributors, people with disabilities are shown in every aspect of life, and low-income communities are respected and celebrated. This isn’t just a dream; it’s a necessity in the current world we all living
The invisible consumer deserves to be seen. They deserve to be valued. And it’s time for the advertising industry to step up.
