Is ageism digital's latest trend?
After observing the youth-centric, almost airbrushed packaging of the digital world, we at .rising wanted to ask our audience whether they thought the digital industry was ageist. The result was a resounding yes.
We live on an endless conveyor belt of progression, constantly moving, always advancing and relentlessly shifting to the latest trend.
Born out of the seeds of technology, the digital marketing world is at the forefront of this constant change, with everything now built upon a digital by default philosophy, us humans are now fully subscribed to an online world.
As a result, digital is booming. In the UK especially, London’s Tech City has grown from a pile of cheap east end bricks, to Europe’s foremost digital hub of innovation.
However, it seems that somewhere along the path of innovation, the digital world has shunned the people who started it all.
After observing the youth-centric, almost airbrushed packaging of the digital world, from websites, to training courses, to skinny jeans – we at .rising wanted to ask our audience whether they thought the digital industry was ageist.
In a recent poll we conducted – Is the digital industry ageist? – the result was a resounding yes.
After receiving hundreds of votes, our poll concluded that 74% thought yes, 16% thought no and 10% remained undecided that digital was ageist.
Vivienne Neale, a self-confessed ‘grey’ digital expert and a student on Google’s digital marketing course, Squared Online, feels forgotten by the wider industry and is passionate about her exclusion from the packaging of the market.
“The [digital] industry is ageist”, says Neale: “It’s almost obsessed with appearing young, hip and trendy for the sake of seeming current.
“Much of the literature littering the industry, such as training courses and conferences, spend too much time appealing to the youthful entrants to the industry, not the experienced or equally capable older generations.”
She continues: “It’s these sub conscious slips that underpin the notion that ageism exists [in digital].”
It seems there is mass assumption in the industry that “digital natives” somehow own the upper-hand, regretfully ignoring the age group largely responsible for the industry’s success.
Harry Thuillier, head of marketing at Squared Online, admits that the digital sector could be perceived as ageist:
“On the surface, yes this industry could be perceived as ageist. Looking around our team and digital marketers in other companies Squared Online works with I can’t see many people in non-director level positions over the age of 40 or even 30.”
However Thuillier assures that Squared Online remains inclusive to the older “digital immigrant”.
“Most of us are digital natives in the sense that we grew up using this technology from an early age and therefore are comfortable using it. But that doesn’t mean to say a ‘digital immigrant’ – someone who has adopted digital tech later in life – can’t have a far better understanding of digital and a deeper awareness of how to use it to connect with customers,” says Thuillier.
“Digital is just a tool and ultimately good marketing and business is about connecting with people, not technology. We don’t target based on age but rather mindset,” he adds.
Commenting on a discussion thread on LinkedIn regarding ageism in the industry, digital enthusiast Geoffrey Sharp recently suggested that older marketers should “work a little extra to overcome [ageism]”.
“The baby boomers have enormous buying power and perhaps a selling point is that other boomers may better relate to that market,” he said.
Responding to what she calls Sharp’s “ludicrous claim”, Neale finds the comment “frustrating” and a disappointing reality “of having to work within a flawed construct.” She continues:
“There is a massive market within the ‘grey pound’ sector who want to be trained by people who are not ‘digital natives’ and who can combine the past with the contemporary.
“Plenty of decision makers are often in the 40-55 age range and like to deal with like-minded souls (not always of course). Anyone who thinks social is for the under 30s needs to review their ideas and sharpish.”
The question of ageism in digital is a difficult theme to pin down. Is it simply the design of the youthful outer sleeve that alienates the older generation? Or could it be that the language used is inherently skewed towards youth?
“In some respects media-focused industries have always been hip, and environments where the latest and the newest are vital drivers. However, with the perceived digital divide and let’s face it there are still older people who have yet to embrace digital technologies, the rift is wider,” comments Neale.
In the pursuit of the new, has capturing the latest buzz packaged the digital industry as a ‘young-only’ landscape? It does seem that the industry has ironed over the wrinkles of experience that perpetuate, and often control the digital scene in the pursuit of seeming on-trend and fresh.
Of course, the digital world is not alone. Many brand-focused industries concentrate on youth to shift units. Fashion, retail, advertising and the gaming industries are all guilty of excluding the more wise and experienced of society.
The biggest question is: what can be done to include everyone in the digital industry, regardless of age?
As the digital sector grows and the skills gap widens, it seems only sensible to call upon the experienced, or at least try to appeal to the more-than-capable “grey-haired” generations to participate. Perhaps the industry needs to unstitch the illusions of youth that perpetuate the digital marketing world in order to attract those who can do the work needed; not alienate them.
