Age is a poor way to target people over 50

At last, there has been a noticeable change in mainstream advertiser’s interest in marketing to older audiences. About time.

Ten years ago I commented that the ratio of media spend to older audiences was disproportionate to their share wallet. Also that most advertising aimed at older audiences, skewed to aged-based products and services rather than age-neutral products. Huge opportunities wasted.

Our belief is that the interest in older audiences was been driven by the Boomers reaching traditional age milestones, such as retirement and saying – “forget the stereotypes, my age does not define me”. Being ageless is driving the mindset. That makes Boomer in particular appealing to advertisers, as they are ‘still with it’ and ‘still want it.’

Corresponding to the consumer’s appetite for spending we have seen a surge of aged based media offerings, especially digital and more creative agencies interested in the space.

Great news and we’d like to share some observations.

This post by Gill Walker originally appeared in Ad News on May 16, 2016. Click here to read the full article.


Contact Evergreen to increase the effectiveness of your communications

Skip to content