By Geoffrey Rowan
The Trouble with Good Old Sex
Marketers have a sex problem. They slather it liberally onto any brand surface where it might stick – the ultimate consumption aphrodisiac. No one gets fired from a marketing job for saying, “sex sells.” But at the same time, they ignore or alienate the source of half of all household spending because sexy older people … well – that’s ridiculous.
The failing of marketers is that we tend to prematurely sexualize young people, and prematurely desexualize older people.
Teens and pre-teens, soaking in their volatile stew of hormonal dysphoria, are bombarded with images and messages they can’t or shouldn’t understand, with dangerous ramifications that they are massively unprepared to deal with. The marketers’ message: “Think sexy, be sexy, be sexier. No, even sexier.”