of appropriate aspirational ages. An Integrated Approach to New Food Product Development recognises the aspirational age as '1–3 years older than the calendar age of the child'. This would depend on the product and who the manufacturer aims to target. If the business desires a wider target audience, the target age should be 'acceptable to the youngest age in the target'. The article recognises the aspirational age as the 'safe' choice as consumers would not 'reject a product that has a simpler flavour profile'. Cultural differences The aspirational age of the Western world would differ greatly. For example, to assume the aspired age (if accepted as within adolescence) would correspond universally could be stereotypical. Heavily influenced by societal laws such as marriageable age or legal drinking for example, differences in experiences would thus lead to different idealised aspirational ages between cultures. Issues Stereotypes A report by Age UK recognised advertising aimed at the aspirational age rather than the biological age as 'stereotypical'. A study conducted by Age UK, led by Sandra Chalmers found that elderly people felt that their generation were 'completely ignored'. Thus under-representation of older consumers due to marketing towards an aspirational age can be risky. Ann Murray Chatterton examined 52 commercials to find 35% included someone who was above the age of 50, and 12% including someone above the age of 65 years. Consequently, older consumers are less represented in an attempt to capture the target audience. Effectiveness and future use of the aspirational age Product development The article Nostalgia: A Neuropsychiatric Understanding even suggests that product development using smell can induce 'nostalgic recall' and is thus an important 'marketing tool'. In this sense, the aspirational age can be embedded as a factor within product development. Reversals Reversals of the aspirational age would differ as the child's aspirational age has risen 'whilst the adults has fallen'. Children at Play: An American History assessed the relationship between products and age within America to conclude that 'marketers who once sought to sell toys to fourteen year olds have lowered their age target to ten'. The aspirational age will continue to adapt as societal changes occur. "An eleven year old no longer asks for a stuffed animal or a fire truck and instead desires a Madden NFL football game, a cell phone, an iPod, or a Beyonce Knowles CD, while a thirty-five-year-old may also indulge by buying a Madden football