Older people want to shop shock
It is a paradox that older people make up a large and growing number of consumers – presenting a tremendous opportunity – yet they are almost entirely ignored by marketing executives. Over-50s need and want to buy stuff like anyone else, but some 90% of marketing spend is directed at younger people. A report out [...]
Age doesn’t tell you anything
One of the many lessons ageing populations are starting to teach us is that age is a rubbish way of categorising people. Advertisers have been obsessed for years with selling to an 18-49 or 25-54 demographic and, partly as a result, we are stuck with the idea that people over the age of 50 or [...]