Can and should the marketplace be inclusive to all consumers Essay

Can and should the marketplace be inclusive to all consumers - Essay Example It will examine the problem that the aged face when companies decide to advertise and sell their commodity through the media and social networks. The paper will also try to explain how the aged can be integrated in the fashion industry. According to Macnicol (2005), age discrimination has a long history going back to 1930s, and even today it is a topic of debate in Britain. In the current world, many old people have a feeling that they are overlooked and ignored in the market. For example, in the designing of shopping complexes in the street. There are many old people who cannot obtain a service or the product that they want- whether from cinemas, restaurants or newspaper. This is because things have changed, so there is nothing that suits their taste. According to Mumel and Prodnik (2005), this discrimination has led the aged to stay away from this market. They consider themselves less fortunate and burden to society. According to Birtwistle and Tsim (2005), a fashion designer that can adopt and agree to cater for the individual needs of aging women will do quite well because it has a high potential, unsaturated market. Fashion designers have failed to provide old people with clothes that are psychologically, physically and socially comfortable. Psychological comfort gives the old person a well-being sense (Kunze, Boehm, & Bruch, 2011). Old people want clothes that will make the public have a positive mind and respect them. Physical comfort is achieved when the older people put on clothes that protect them from heat, humidity and cold. Their social comfort will be achieved by wearing clothes that will make them presentable and create a good impression to the public. The old also feel excluded in todays media. Images of the youth dominate the media today. Older peoples pictures are of two categories: one portrays old people as decrepit, aimed at generating sympathy and enable other people to contribute to them (