Invisíveis para as marcas?

: a inclusão da geração baby boomer na comunicação publicitária

Abstract

Demographic aging is a global phenomenon, and Portugal stands out as one of the European Union countries with the highest aging index. Despite this scenario, advertising communication continues to prioritize younger segments, leaving the Baby Boomer generation underrepresented or confined to stereotypes. This absence in advertising raises questions about its impact on how these consumers perceive their own identity and how they are regarded by brands. This research examines the Baby Boomer generation's perception of its representation in advertising communication within the Portuguese context, a topic that remains underexplored in academic literature. Through a qualitative approach based on in-depth interviews, this study seeks to understand how these consumers interpret their presence—or absence—in advertising campaigns. The findings reveal that Baby Boomers often feel invisible or reduced to limited portrayals, primarily associated with health and wellness products. While this lack of representation does not directly affect their purchasing behavior, it may undermine their emotional engagement and brand loyalty. Thus, this dissertation contributes to the discussion on representation in advertising, highlighting the importance of more inclusive approaches that acknowledge the economic and social potential of this group and promote a more diverse and realistic portrayal of aging.

Date of Award	14 Jul 2025
Original language	Portuguese
Awarding Institution	Universidade Católica Portuguesa
Supervisor	Carla Martins (Supervisor) & Joana Machado (Co-Supervisor)