There’s so much ‘hot air’ about the ageing population it’s good to see a company taking firm action for a change. Effective October 1st, 2018 Prudential Singapore has scrapped the statutory retirement age of 62. This gives its 1,100 employees the option to have extended careers to fulfil their personal and financial aspirations. With the lifting of the […]
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It’s Time For Brands To Take Age Out Of The Equation For Older Women
Make some room millennials, the new power consumer in Britain today is an older woman. These over 50’s women outspent their younger counterparts for the first time in 2015, yet according to research conducted by JWT’s Innovation Group, 67% think advertisers only care about young people. Brands are missing out on a golden opportunity. Read […]
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 […]
Most older people feel they are stereotyped in advertising
With so much talk about diversity, and its bedfellow inclusiveness, older people are too often left out. According to this article in Marketing Week, based on research from UM, two-thirds (68%) of British people aged 65 and older believe ads often stereotype people their age. It’s amazing to me how we still need research to […]
Are older consumers unworthy of innovation?
Why is it that innovation seems to be the unique domain of younger consumers? Each year I look forward to The Future 100 report published by JWTIntelligence. It’s a snapshot of the year ahead and the most compelling trends, themes and phenomena. A fascinating read which you can download via the link here. However, there’s something […]
Struggling to find the word to define older people
Apparently, Japan’s 60-somethings don’t like to be called ‘seniors’ yet in other parts of the world, this is the best of a bad bunch of classifiers. According to a study by a research arm of advertising agency Hakuhodo, nearly 90% of respondents in that age bracket — which includes the baby boomers who took part in […]
Ageless marketing is one answer to generational gaps in quality of life.
If living standards of younger generations’ are under threat as reports suggest, companies should adopt ageless marketing practices. According to a Ipsos Global Trends Survey 2017, covering almost 19,000 adults aged 16+ in 22 countries, suggests that roughly an equal number of people believe that today’s youth will have a better (39%) or worse (40%) life […]
Tech adoption shows that older consumers are smashing stereotypes
If evidence were needed to prove the folly of outdated stereotypes, look no further than the rates of tech adoption among older consumers. While it is true that seniors consistently have lower rates of technology adoption compared with younger ‘digital natives’ take a look at some findings from this Pew Research report. Although based on the […]
Make an e-tail experience fit for all ages? Change everything and nothing.
The economic might of older shoppers and their often underestimated tech savviness, means that e-tail experiences should be designed to appeal to older and younger shoppers alike. What needs to change? Everything and nothing. Before we get to that, let’s look at some research findings from Klarna UK; comparing the online shopping behaviour of younger […]
Is there money to be made from loneliness?
It’s a horrible question, to be sure. But if you think about it, most professions make money from the misfortune of others. Doctors make money from the illness of a patient and a horticulturalist makes money out of a failing crop. Viewed this way, it makes the question sadly more palatable. This article in the Guardian […]
