As an old (ageing) adman myself, I have often claimed that advertising is a ‘young person’s game’.
Organisers said that all ages were expected, but acknowledged that the crowd would lean heavily toward the baby boomers. The festival’s own marketing videos illustrate this, with gray-haired revellers feasting on gourmet food and dancing. On average, attendees at the Desert Trip festival will spend more than $1,000 each. Satisfying an affluent older crowd became one […]
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 […]
Every single day, companies turn away valuable customers without even knowing. This particularly applies to the largest, fastest growing and wealthiest demographic, the 50+ consumer. A deeper understanding and careful response to the unique needs of older customers can expand your market appeal without compromising the loyalty of younger customers. But how!? Find out at […]
We normally rile against exaggerated images of older people frolicking on beaches or performing physical feats, but if those stories are real and extraordinary, then they can inspire people of all ages. Nike introduces us to Sister Madonna Buder, as part of their “Unlimited” Campaign. As you’ll see in the TVC “Unlimited Youth” it celebrates an […]