Founder and CEO of ROAR Forward. Former President/Publishing Director, Hearst Magazines. Bestselling Author of ROAR Into the Second Half of Your Life.
This is 60-75 years old…the new face of aging. We are healthy, fit, tech savvy and lifelong learners. In this group, we are marathoners, ironmen, hikers and equestrians. We are consumers of all product categories from auto to luxury to style to travel to tech to financial and we are definitely not brand loyal. We will try a new brand and spend big bucks to do it (because we have the spending power).We don’t see images of ourselves in marketing, advertising and media. Why? Because they don’t target us. And when they do it is with old-fashioned approaches and stereotypical images of men over 60 (who only buy pharma products). It’s the same for women over 60. Time to acknowledge that the new consumer in this age group is not who you think. #ROARforward into this new growth segment with the right message and image. Ad Age Adweek Media Silver Marketing Association Association of National Advertisers Chris Boothe Paul Woolmington Jacki Kelley monica shaffer karo Tony Spring Tony Case Marc Metrick Marc Speichert Trey Laird Colleen Rizzo Colleen Rizzo Marla Kaplowitz Bill Duggan Gigi Ganatra Duff Ryan Shanks Lynn Lewis Shenan Reed Brian Dodge Carl FremontMichael Kretchmar Chuck ThomasPeter Kaldes Mark Lachs Justin Boxford Jonathan Bottomley Kristen Kneier Hill, CFA David Carey Courtney Gerber Kunzelmann Stephanie Kramer Altagamma Avivah Wittenberg-Cox Esi Eggleston Bracey Mathilde Delhoume-Debreu Vanessa Friedman James Fallon Suzanne Vranica
I used to think that brands were willfully ignoring old people too. Then I was talking to my wife about it. She’s worked in agencies as well as on the client side and she’s a very experienced marketer. She told me that marketers know that older people are a lot more tolerant of seeing young people in ads than young people are of seeing old people on ads. When you have a limited budget, it’s a trade off most marketers are willing to make. Even knowing that, as a 70-year-old it annoys the f*ck out of me. 🤣
Where are the women ???
Just as we made the world sit up and take notice of the young when we were young, we now are making the world sit up and take notice of those who are ageing. Let us all roar more loudly.
Is 60 the new 40?
I recently asked a young-ish food influencer on a panel why more brands don't target or visually represent our demographic on social media. She suggested that brands should "advertise on TV because that's when 'those people' sit at home, watching their shows." I explained to her afterward that I am one of 'those people.' This is so disturbing on so many levels.
Michael Clinton -So your saying you men are ready for your Ralph Lauren / J.Crew modeling contracts? This photo is proof positive that age is just a number not a lifestyle. I endorse this message. Advertising has to rid of of the borders and keep all age groups in the equation. #worthyimage
why the limit to 75? 🙄
I think the word 'retirement' creates a negative stereotype. Instead we should think about later living, where the ocean of skills, experience and knowledge should be celebrated.
Since hitting 60, I graduated with an MA (40 years after an MSc), had my first feature film optioned and won a big screenwriting competition. Also play 10 hours tennis a week. As long as the NHS keeps repairing me (hip, hernia, nerve decompression) I'll keep looking for exciting things to do. Agree that the silver surfer market is ignored other than endless life insurance and mobility device ads!
Partner Success Manager
1moIt was ever thus. Where your post falls down is in your sentence "Because they don’t target us." Who are they? Are "they" the same young guns who are the creatives in every agency and their client marketing counterparts? When I started in advertising I was in the 16-24 demographic and didn't understand the 25-34 group let alone the even older ones. In fact as I recall I didn't empathise with the 30's when in the 20's. The same thing occurs as we enter each group it seems like. Empathy to an older group is challenging at best and impossible usually. with statements like " well I won't do that when I'm that age" Watching Saturday evening family entertainment on TV being an obvious one... until you have a family. I launched Wired magazine in the UK 30 years ago and my teenage nephews still think I am a dinosaur because I am 61. The look of shock on one nephews face when he found out was a thing to remember. I agree with what you say and I don't have a specific answer other than that's the way it has always been and probably always will.