Design Next Podcast: Brent Rivard talks advertising ageism, invisible audiences and the power of experience

Is the advertising industry missing out on its most valuable asset?

Brent Rivard has spent decades shaping some of the world’s biggest brands – Budweiser, Mercedes-Benz, Nestlé, HSBC, plus many more. Now Brent is focused on challenging the status quo. His agency, Geezer Creative, was inspired by the fact an ‘invisible’ audience of over-50s are being underserviced by creativity.

In this episode of Design Next, we dive deep into the realities of ageism in advertising, the loss of mentorship, and why businesses are making a crucial mistake by ignoring the over-50 demographic – despite this group holding decision-making power and much of the world’s disposable income.

The ageism problem in advertising

The industry has long operated on the assumption that youth equals creativity, while older professionals are pushed out – not for lack of skill, but because they are the most expensive employees. The result? A talent pipeline that is too young, too inexperienced, and lacking the mentorship that once defined great advertising.

“The only industries guiltier of ageism than advertising? Supermodels and Hollywood.”

And it’s not just an issue for creatives – it’s a business problem. The rush to chase Gen Z and younger audiences is leaving 8.3 trillion dollars in spending power on the table.

“We need to start marketing to this cohort. [over 50s] Brands think they’ve turned over every rock in search of growth, but there’s a massive one sitting right in front of them.”

The Importance of Generational Collaboration

We know by now that different generations bring different perspectives, creating richer, more effective storytelling. But essentially it’s an issue of insight, relevance, and making sure the right people are in the room. Quite simply…

“If you want to understand a 53-year-old menopausal woman, don’t ask a 28-year-old man.”

Experience matters more than ever

Geezer, promises that every creative team will have at least one person with 25+ years of experience – because great ideas come from a mix of fresh perspectives and deep expertise.

So what’s the solution? Businesses need to rethink the value of experience, invest in diverse teams, and start marketing to an audience that is currently being ignored.