Publicidade x pessoa idosa : uma relação conflituosa?

Abstract

This study investigates the communication and advertising strategies adopted by brands in engaging with the elderly audience, analyzing how these campaigns influence the inclusion and experience of this demographic in the digital environment. Population aging and the expansion of the so -called Silver Economy highlight the need for advertising practices that address the accessibility and comprehension demands of older adults. Through documentary research, this study examines the role of Marketing 4.0, which proposes a connected and consumer-centered approach, as applied to communications targeting seniors. It was observed that while some brands are beginning to adapt their messages and visuals for this audience, many campaigns still fall short by overlooking essential aspects such as clarity, accessibility, and empathy. It is concluded that adopting inclusive advertising communication that values longevity can not only facilitate digital interaction for the elderly but also strengthen this audience’s connection and trust in brands.