3rd State Collective Asks Canadian Marketers to Unlock the Power of an Aging World

In a bold move to tackle age-related discrimination, 3rd State, an agency collective comprised of expert advisory and communication firms Junction59, Candela, and YouAreUNLTD, is launching the Ageless Universe movement. The trailblazing initiative is designed to inspire action, deepen commitment, and foster a more equitable society.  

Deemed the last acceptable 'ism', people as early as forty start feeling the sting of ageism, and even more alarming, children as young as six begin to adopt negative  stereotypes. With a high societal cost, this issue not only impacts productivity, innovation, and workplace diversity, but it overlooks the potential inherent in an aging world. 3rd State aims to replace this with an appreciation for the wisdom, experience, and resilience that comes with age. 

Introducing the 'Ageless Universe' campaign 

“We aim to inspire the marketing community to see the opportunity of an aging world by embracing experience, authentically representing, and building solutions for older audiences” states Marc Cooper, co-founder of 3rd State. 

The campaign inspires individuals in the marketing and advertising sectors to take the first step by committing to the Ageless Universe Pledge 

There is Superpower in an aging world.

Taking a playful approach, the campaign imagines the absurdity of a world, where older superheroes, despite wielding all their powers, face ageist discrimination. These superheroes symbolise areas where ageism overshadows great potential, such as the value of hiring experienced workers and the misrepresentation in marketing that ignores a large and growing part of the population.

Phase One Targets the Marketing and Communications Industry  

Recognising the influential role of the marketing and communications industry in shaping public perception, Phase One of the campaign zeros in on this community. By avoiding stereotypes, ensuring diverse representation, using inclusive language, and developing products and services for aging consumers, marketers can lead the way in ending ageism. 

Key Campaign Objectives:  

1. Champion Experience and Age-Inclusive policies: Ensure age is a part of your DEI, employment and hiring policies. Older workers offer invaluable experience, knowledge, and skills that can help foster innovation and growth. 

2. Authentic Marketing: Challenge marketers to represent older demographics accurately in their campaigns, aligning creative outputs with appropriate representations of older individuals and the world we live in. 

3. Business Growth: Recognise age as an opportunity for business and societal growth through encouraging the development of products and services tailored to older  individuals. 

By signing the pledge and joining the Ageless Universe, individuals declare their commitment to ending ageism and embracing the superpower of an aging world.  

Join 3rd State in reshaping the narrative. Together, we can harness the potential of an aging population and defeat ageism.  

To obtain more information about the Ageless Universe Pledge or how to get involved, connect with us here.