In the past decade, electric guitar sales have plummeted, from about 1.5 million sold annually to just over 1 million.
marketing
Is ‘anti-ageing’ an ageist descriptor for brands?
Commonly used in the beauty world, I have long maintained that the expression ‘anti-ageing’ is ageist. It implies there’s something wrong with ageing. Imagine if skin-whitening treatments were positioned on an ‘anti-black’ platform! Now there are signs that the anti-ageing term is losing popularity. According to this article in Elle, Google reported that last year […]
I’ve never been the right age to jump out of a building
What a wonderful line of copy. It comes from the latest TV ad for Boots No 7 which promotes a philosophy that beauty isn’t about showing off, it’s about showing up. Read more about the advertising campaign here. In a similar vein, here’s a print ad for a New Zealand lingerie brand celebrating older women by […]
Euromonitor reports on how global consumers are challenging ageing
This new white paper reveals findings from several of Euromonitor’s global research initiatives as well as economic and sales data to examine the effects of ageing populations on societies, health and buying behaviour and uncover the following trends for the senior consumer. It covers much of the same old stuff but with a few noteworthy contributions. […]
Using the sex appeal of an older woman to sell. What do you think?
Now here’s a new twist. We’ve been seeing an increasing prevalence of older people being used as talent in advertising – for all sorts of sensible and ridiculous reasons. Now here’s an ad for SunLife Home Insurance that plays up the sex appeal of an older women among younger men. I’d be fascinated to know what […]
80 year-old model is an inspiration to all
You may have heard of Deshun Wang, the 80-year-old man who recently featured on a fashion catwalk? This inspiring TV commercial tells his story of life-long learning and perseverance. Sadly, I have no idea who the advertiser is. Now that’s a pity.
More evidence that older consumers will reshape the business landscape
Less than 15% of firms have developed a business strategy focused on the elderly according to BCG while the Economist Intelligence Unit found that only 31% of firms take into account increased longevity when making plans for sales and marketing. This despite the fact that the over-60s currently spend some $4 trillion a year and that […]
Accenture’s shopper research proves there’s little difference between ages
The survey among 10,000 consumers in 13 countries, reveals many similarities, and some differences in shopping habits and preferences across the generations. That being the case, you might wonder, what’s the fuss about creating customer experiences that are more Age-Friendly? Quite simply, the research does not consider the physical challenges that confront shoppers as they age. In fact, […]
Ageism is the last ‘ism’ for inclusive marketing
Companies that fail to recognise the potential of the ageing consumer segment and have not adapted their customer experiences to ‘include’ them are effectively ageist in their approach.
How about being younger for longer?
A child born in Japan today has more than a 50 percent chance of living to be 107. The same will surely be reflected in other societies as they age.
