In today’s episode, we’re tackling one of the industry taboos – ageing.
Joined by two creatives proudly in ‘mid-life’, Michael Johnson (Johnson Banks) & Jane Evans (Visible Inc.) we’re asking all the questions no one else dares.
Hearing the statistics on age diversity in the industry, it’s obvious there are empty seats where older creatives should be. To figure out why that is, we discuss how ageing is perceived. And how these outdated views of ageing are impacting our agency diversity.
We talk about clients, and whether they care about the age of their partners. Do they want energised young scrappy upstarts, or mature teams with a proven track record?
We hypothesise why there’s a big drop off, as our guests reflect on where their peers are now. Asking them when they were doing their best work, and if their creativity is as fierce now as it was in their 20s.
And what next? Talking about how to ‘be relevant’ in an ever-changing landscape, and what retirement looks like for this generation.
Ultimately, our guests believe that mid-life creatives are a huge untapped resource, ready to help us access the largest consumer group. So if that’s true, where are they? And why isn’t anyone harnessing their power?
Credits —
Small print:
Invisible to Invaluable: Unleashing the Power of Mid-Life Women, Jane Evans
Visible Start - https://visiblestart.com/
Olivia Stubbings ‘The Late Radicals’ for the IPA Excellence Diploma in Brands -
https://ipa.co.uk/knowledge/ipa-blog/the-late-radicals
Mentions: Vera Wang / JR Tolkein / Barabara Beskind / Anne Rothenstein
Stories: Brett Allan / Belinda Hubbal
Sponsored by Lucky Dip
luckydip.studio
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