As an old (ageing) adman myself, I have often claimed that advertising is a ‘young person’s game’.
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.
Rock festival taps into the ageing demographic and becomes among the most lucrative in history
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 […]
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 […]
Marketing to the Ageing Consumer – a workshop. Bangkok, October 11, 2016
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 […]
Nike inspires us with 86 year-old, super athletic ‘Iron Nun’
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 […]
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 to grow a business that serves baby boomers and seniors – Podcast with Kim Walker
In this 50 minute interview, hosts Aaron Murphy and Mark Hager ask me for my thoughts on how small businesses can succeed with their efforts aimed at the mature market.
Changing perceptions about ageing – one video at a time
The average age of people employed in marketing communications in the UK was a tender 33 years when we researched our book on the ageing consumer a few years ago.
Swiss Life joins the line of insurers tackling ageing. Yawn.
In collaboration with Economist Intelligence Unit, the insurer has put quite a bit of effort into the concept of Rethinking Longevity. Not exactly a new idea.