Age Discrimination – Twiggy for Marks and Spencer

Marks and Spencer - Twiggy

Ok so the size debate is a massive issue in the fashion industry but it’s not the only one! After looking into the Dove brand and all their research and campaigns I realised that as a society were pretty discriminatory in a number of ways. Don’t get me wrong, it’s not our fault – were just meek and mild puppets on the end of a string that dance, prance and fully agree with what the media shoves in our faces! You could say we don’t have a choice, as really we don’t, being a child of late 80s I grew up with the whole ‘ideal’ of perfection slowly gaining pace, but today it’s even worse, the Dove survey found that girls ‘between 6-11 years old’ were becoming concerned with their appearance and body weight.

Though at the end of the day we do have a choice, don’t we? For all I know we’re supposed to be living in a democratic society with a choice for pretty much everything, bar it seems the ‘ideal’ of perfection!

One of these key discriminatory areas seems to be the ‘age’ issue, because obviously that doesn’t coincide with the ‘ideal’ of perfection. How could anyone ever sell a product looking a day over 20? No one would buy it!! Oh and of course in last years census the majority of the UK population was under 20 – great you’re really approaching the target market! NO, at the end of the day only a minority of the population is under 20 and well a 20 year old isn’t going to buy Oil of Olay Anti-aging formula – are they?

Marks and Spencer - Twiggy Advert

I vote that companies should take note from a brand like M&S – they did a great advertising campaign that included a range of models/celebs with ages that equalled each range in their target market. Yes it may be a few years old now – but I personally think they did a great job showing the world, that like Dove you don’t have to be a 20 year old lollypop lady (oh and I don’t mean the local school school one – I’m talking about head too large for the body) to promote a great product.


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Filed under Model Size Debate

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