But the differences in how younger and older consumers are absorbing commercial media have widened dramatically over the past five years. It may not come as a surprise to some, but different age groups now have very different patterns of media consumption and the gap is widening according to a report from the IPA in […]
media
AARP Co-opts Media To Challenge Age Stereotypes
AARP has joined hands with Refinery29 – a successful Millennial woman-focussed medium – to launch a cross-platform initiative that aims to shift attitudes and shape a new image around ageing to tackle redundant age stereotypes. According to this article in Campaign, “Life Begins At,” a year-long drive including co-branded content is a year-long initiative that […]
Some things you need to know about the ageing demographics
With the distinct absence of much new to talk about in the ageing space, it’s a good time to refresh on ageing demographics. This excellent article from Axios is well worth a read and covers some of the key issues around ageing with enough subject matter to write a book. It’s a nifty update on ageing demographics […]
TV wakes up to the power of older viewers with a raft of new shows
Older viewers have been largely overlooked by media. I remember to the look of incredulity on the face of a senior global media executive when I once suggested he should charge a premium for TV time that attracted a concentration of older viewers. (my blog article on this subject) It now seems that with millennials […]
Are older users taking over Facebook?
Data just out shows that the fastest growing segment of Facebook users are over 55 years with more than 1 million extra users over 65 years-old expected to join this year in the USA alone. In the UK too, the largest growth will be among older users, with 500,000 new users 55+ expected to join […]
Older Americans (over 54 years) don’t listen to radio?
Nielsen was kind enough to share their US radio listener research in a Tops of 2017: Audio report. The problem is that the research only extends to people up to the age of 54. Does this mean that older people in the USA don’t listen to radio anymore? They suddenly tuned out on their 54 […]
Apple TV spot incidentally provides positive reinforcement of aging
Having spent a lifetime in the ad industry, it’s hard for me not to comment on a TV spot from Apple that features older people. Usually, my evaluations of the depictions of older people in advertising are negative. I’m scathing about the use of outdated stereotypes or worse, downright ageist portrayals. But increasingly, there is […]
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. […]
Why our hands become increasingly critical to our customer experience
Hand strength declines with age and the effect is exacerbated by hand arthritis – one of the most common problems that adversely affect the fine motor skills of older people. I should know, I suffer it. This issue and it’s consequences for the customer journey (think packaging and product design) are a centrepiece of my […]
