In a race against Trump, Biden can use age as an advantage 

With the presidential race looking most likely to be another match-up between Joe Biden and Donald Trump, one of the biggest questions involves just how much of a factor age will be.

On its face, the idea seems ridiculous, since the two men are only about three and a half years apart (Biden turned 81 in November; Trump will turn 78 in June). Nevertheless, it has been getting a great deal of attention. Former United Nations Ambassador Nikki Haley, Trump’s only remaining challenger for the GOP presidential nomination, has called Biden “too old.” 

When former House Speaker Nancy Pelosi (D-Calif.) discussed the issue with New York Times columnist Maureen Dowd, she said: “’Is age a positive thing for him? No.’ But she said that age is ‘a relative thing.’” 

First lady Jill Biden has a different take. “I say his age is an asset,” she told MSNBC. She cited President Biden’s wisdom and said that as her husband travels the country, she sees his vigor, energy and passion “every single day.” 

As a longtime marketer and someone who works to bust myths about older generations (I’m in my mid 60s), I see that the first lady is right. Biden can use his age as an advantage against Trump in this race — if his campaign harnesses it correctly. 

The key is to frame the age issue as a matter of two choices: the wisdom and experience of age vs. the immaturity of arrested development. The Biden team must emphasize that Trump is like a stunted adolescent who never grew up — a spoiled, immature whiner who pitches a tantrum when he doesn’t get everything he wants, even if it means trying to overthrow American democracy. 

Appealing to older and younger voters alike 

This framing would attract voters of different ages for different reasons. Let’s start with those 50 and older, who have been showing up to the polls in the largest percentages. They went for Trump over Biden by a few points in the 2020 election, while younger voters went overwhelmingly for Biden, according to a Pew Research analysis of validated voters. 

People in this age group have imprinted ideas in their minds about masculinity and heroism showing up in unspoken ways. Members of the Silent Generation and baby boomers grew up with movie stars like John Wayne (the box office leader of the 1960s) and Paul Newman. These men, and most of the heroic figures that followed them in later decades, did not scream abuse or search for opportunities to boast. They did not talk about themselves in the third person. They exuded strength and quiet wisdom. 

Biden’s team should message his focus, determination and less bombastic nature as a good thing. Show that Biden is about getting things done, while Trump is all talk, no action. 

For many younger voters, this same dichotomy can play out differently. They’re familiar with certain archetypes for older people. They know the “crazy uncle” archetype who sits on his sofa screaming at the TV. They know the “wise old grandpa” archetype. It’s clear which they would prefer for president. 

Capitalizing on all this means playing up Biden as being reflective, knowledgeable, patient and wise. As a man who understands that reality comes in shades of gray, not black and white. 

Focus on the future 

But this campaign framing will only work if Biden and his team set about providing people with a clear vision of how their daily lives will be different if he gets a second term. Fighting for a better future is what makes an older person seem vital. It shows that they’re not giving up or wishing things could be as they once were. 

This is where Trump has had an edge. He keeps talking about getting rid of everything he doesn’t like and making other sweeping changes. He’s talking about the future, albeit one that many Americans reject and even find frightening. 

The Biden team should show that the president is driven by a set of goals — to cement specific policies, pass new ones and strengthen the nation in ways that people can understand. Voters need to know that he has this sense of purpose.  

There is ample opportunity for Biden to make this case and to argue that his wisdom and experience make him the right person for the job. After all, entering your 80s should not be seen as nearing the end of the line. (Haley has even argued that Biden wouldn’t “make it” through a second term.) People loved Norman Lear, who lived to be 101. They adored Betty White, who was just 17 days short of her 100th birthday when she died. Warren Buffett remains in charge of Berkshire Hathaway at 93, and the results show that he’s still on top of his game. 

My advice to team Biden: Don’t shy away from the age issue. The first lady is right. You just need to make it work in your favor. 

Vaughan Emsley is a former executive president and global leader at Saatchi & Saatchi, and now a marketing consultant.