Although a lot of brands choose to market to the young and glamorous, the baby-boomer generation are the ones with more disposable income than any other demographic in the UK today. The over-50s make up (link: http://www.marketingmagazine.co.uk/article/1194290/unstoppables-brands-engage-over-50s text: 35% of the population), and there are more adults aged over 45 than under.
With this in mind, surely devising a marketing campaign that ignores and alienates almost half of the adult population is a reckless and foolish move?
Many marketers pass by this lucrative older market and aim at a younger one because they are hoping to catch the customers in their youth and keep them for life. There is the perception that older people are unlikely to switch brand allegiance, but this is not generally the case.
The mature audience of today differ from many that went before them in outlook. They have grown up exposed to marketing and advertising and tend to be relatively well off, having profited from social mobility and good employment pensions. They are unlikely to fit a stereotype, and don’t want to be treated in a patronising, stereotyped manner by marketers.
A 50 year old will often enjoy the same interests as a 25 year old; for instance sports, cooking or the environment, and could have a very similar marketing profile. Many over-50s are still part of the workplace and will be for some time, and the concept of being ‘old’ happens much later than it used to.
Only (link: http://www.marketingmagazine.co.uk/article/1194290/unstoppables-brands-engage-over-50s text: 5% of over 65s) in a recent poll said that they feel their age. Therefore, sticking with the traditional ‘Saga style’ approach when marketing to them is more likely to irritate than appeal to this generation.
**Stop treating the older population as a niche market**
Rather than thinking about the over-50s as a separate and distinct demographic which requires a different brand solution, it is much better for brands to extend their relevance across the age groups, and avoid falling back on old clichés.
The over-50s are a large, complex and diverse demographic like any other age group. They are just as likely to switch brands if their needs aren’t being met, and aren’t necessarily ‘set in their ways’. They appreciate good customer service and recommendations from sources they trust.
Many feel the key is including older people in your marketing campaign, rather than actively aiming it at them in a contrived manner. (link: http://www.the50plusmarket.com/Downloads/Not_another_article_about_marketing_to_the_over_50s.PDF text: In an interview) global brand director of Orange, Alex Batchelor said “With our market segmentation we try and ignore age as much as possible…You can have 70 year olds who buy all the latest gadgets alongside 30 year olds”
**Age doesn’t come without its difficulties **
Although the attitude of the older generation is often similar to younger adults, there are of course changes regarding overall health and physical ability that are inescapable in the 70+ age bracket.
Changes in physical mobility can mean a time of anxiety for some older people. Brands who specialise in products catering specifically for the older market can offer reassurance through tailored campaigns, but they need to be useful rather than patronising.
Playtex launched a (link: http://www.marketingmagazine.co.uk/article/1060509/lingerie-brand-playtex-rebrand-targets-over-50s text: marketing campaign in 2011) after research found that women in the 50-plus age bracket felt ignored. Although they feel ‘young at heart’ they have to contend with a changing body shape, and underwear aimed at young women is no longer suitable.
This doesn’t mean they want to buy the ugly and unfashionable underwear often marketed at older women however; but rather something that is stylish and pretty without being overly girly and youthful. Indeed it seems that fashion might be ahead of the curve on this one, as MAC, Jimmy Choo, Celine and Lanvin have all featured glamorous models over the age of 70 in recent campaigns.
Although there are changes that happen with age that can’t be helped, most 50+ people still feel young mentally and have a wide range of hobbies and interests just like any other age group. While some brands will be marketing directly to the older generation due to the nature of what they sell; it is important to do this in a way that doesn’t make them feel patronised, instead empathising and engaging with this audience.
Age-neutrality is now key for an older generation that are mentally young and open-minded. Increasingly businesses are making their products easier to engage with for everyone, rather than offering subsets of their product range aimed at an older market. Creating great advertising campaigns that appeal to every age group is now the key to a successful future for brands.