The article makes some good points about not talking down to older people, but here's the thing the article misses: aspiration. Advertisers test all sorts of me

The article makes some good points about not talking down to older people, but here's the thing the article misses: aspiration. Advertisers test all sorts of messaging before they roll out a large campaign, if empowered old people sold units we would already see more of them in ads. Advertising is largely playing on the target audiences emotions, selling them an idealized form of themselves if only they brought X product. Old people dont aspire to be old. They are, for the most part, quite happy to buy products fronted by younger people who remind them of their younger selves. So the missing grey dollar goldrush this article bemones is largely already being served, and its worth considering that most ads must simultaneously reach multiple demographics, would you aspire to drink old lady coke? Advertisers are not stupid.