Do you sometimes feel excluded when it comes to advertising? A third of the UK population is over 50 but research from Marketing Week reveals that they often feel that brands are ignoring them. If you’re an older consumer, you’re more likely to have money to spend and the time to spend it.
So why are you being ignored?
Old Myths and New Realities
It’s always dangerous to make assumptions about people’s consumer habits, and concerning older people there are plenty to go around. One is that they are stuck in their ways and completely brand-loyal.
However, the baby boomer generation is far more used to having its expectations met, rather than simply making do with what it’s got. Older people are in fact open to opportunities in which to spend their disposable income.
Also, contrary to popular belief, these spending habits are not restricted to particular sectors or retailers. This is a generation weaned on the changeable, unpredictable thrills of pop music and popular culture in general; who’ve grown up with fashion and who want to continue to express themselves accordingly.
They’re into travel, and food and drink, and investing in things, including property, cars and collectibles. They’re concerned about preserving their assets but they also want to get the most out of life and stay active.
Who’s Appealing to You?
How are you being represented in advertising and is it striking the right note with you? People often feel a lot younger than they actually are but when it comes to advertising they face a barrage of stereotypes.
Being catered for shouldn’t mean being patronised: as people get older their tastes may change, or may simply be expressed in different ways, through different channels. People who are 50-plus can have real economic power and are often looking for new ways of spending their money.
It’s right, therefore, for them to feel they deserve more when it comes to what’s being marketed in their direction. There’s been a sea change in how an older perceives itself; now the people who are selling to them need to keep up.
