Does age really matter when it comes to brands?

Deborah Goldfarb
4 min readFeb 28, 2022

“I finally figured out what I wanted to be when I get older… younger.”

I hated being a kid! I have spent most of my childhood life wanting to be older. I guess I finally got what I wanted… I got older. But wait… now I want to be younger, to turn back time! What the hell! I’m certain that most people feel the same way as I do. Is age really just a number?

Living in Los Angeles and Western Society in general, we are obsessed with youth. To be young is everything. It’s the epitome of beauty, vitality, and the most exciting time of our lives. So much so — that our value in society seems to decrease the minute our physical appearance starts showing any signs of aging. Yep, that’s right — once we see worry lines and crow’s feet, we know it’s time for botox, expensive facial treatments and products.

And, to add insult to injury-it seems like we are suddenly being ignored as well. Just look at the number of glossy images in magazines, newspapers, television, or online — older people are noticeably absent. And, of course, let’s not forget the AARP mailers and advertisers we receive almost daily. So, are we really surprised that to stay young, we turn to beauty treatments, anti-aging products, pills, sports cars, affairs, and other insane life choices?

Things would be decidedly different if we lived in Eastern Societies like India, China and Korea. In these cultures-aging is celebrated and valued for the wisdom and experience that comes with living. But alas we live in the US! One thing I do know is that we value those that have aged…are mature and iconic brands.

Hmmm…don’t believe me-let’s look at some of our oldest brands that have withstood the test of time. The most immediate brands that come to mind are Coca Cola, Jim Beam & Fruit of the Loom. It’s truly amazing that these iconoclastic brands actually started in the late 1800’s and are still going strong! Of course, like these mature brands…others (Levi-Strauss, Lego and Brook Brothers) have not only maintained/grown their market position but added a needed bit of “nip and tuck” to remain relevant, popular and profitable within their target audience.

Crazy, huh? Why are they still here and have such brand value? That’s a great question and one that each brand would need…

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Deborah Goldfarb

Debbie Goldfarb is the founder of Biz Made EZ and is a well-respected marketing and branding consultant working with both small and large businesses.