The literature on the development of assistive robots is dominated by technological papers with little consideration of how such devices might be commercialised for a mass market at a price that is affordable for older people and their families as well as public services and care insurers. This article argues that the focus of technical development in this field is too ambitious, neglecting the potential market for an affordable device that is aleady in the realm of the ‘adjacent possible’ given current technology capabilities. It also questions on both ethical and marketing grounds the current effort to develop assistive robots with pet-like or human-like features. The marketing literature on ‘really new products’ has so far not appeared to inform the development of assistive robots but has some important lessons. These include using analogies with existing products and giving particular attention to the role of early adopters. Relevant analogies for care robots are not animals or humans but useful domestic appliances and personal technologies with attractive designs, engaging functionality and intuitive usability. This points to a strategy for enabling mass adoption – which has so far eluded even conventional telecare – of emphasising how such an appliance is part of older people's contemporary lifestyles rather than a sign of age-related decline and loss of independence.

Older consumers have long been the ‘invisible majority’ in advertising despite the rapid increase in an ageing population. A significant proportion of this population have high levels of disposable income, even in times of recession, but advertisers are not encouraging them to part with it. This paper intends to find out why advertisers have been slow or struggle to target older consumers effectively. The aims of this study are two-fold. First, it explores the portrayal and representation of older consumers in Tesco's ‘Dotty’ campaign and Marks & Spencer's (M&S) ‘Twiggy’ campaign, with special reference to the use of celebrities. The second aim is to demonstrate how the focus has shifted from the more traditional, negative stereotyping (Tesco campaign) to a more progressive approach, presenting aspirational images that older consumers can identify with (M&S campaign). Although both campaigns were effective in terms of increasing profits, this paper suggests that the ongoing M&S example of using older celebrities in advertising campaigns demonstrates a more effective creative strategy that is in tune not only with a growing population of older consumers but is also especially applicable in times of economic uncertainty.