According to the U.S. News & World Report, Americans over 50 control 77 percent of the total net worth. By 2013, half of the populations of Germany, Italy and Japan will be over 50.
We travel. Buy more than 65% of new cars. Dine out in restaurants several times a week. Own computers, cell phones and surf the web. We like convenience and appreciate quality. We value things that make our lives less complicated.
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Yet when we turn on the television or flip a page in a magazine, we rarely see any advertising aimed at us—except for messages that remind us we’re getting older. Or that poke fun at how out-of-touch we supposedly are.
Aging is fine. I’m more than okay with that. In fact, I have no desire to be 25 again. Because if I were, I would not have been around to see The Beatles arrive. Experienced the thrill of seeing John Glenn climb out of Friendship 7 after orbiting the earth. Or violated copyright laws by sitting on the floor with Silly Putty and copying comics from the Sunday funny papers.
Older, yes, but not old. Inside, most of us haven’t changed that much.
Bob Hoffman, author of 101 Contrarian Ideas About Advertising, has some sage observations about marketing to those of us over 50 in a recent issue of AARP Bulletin. He says, “Older people want to be youthful, but they do not want to be like young people. The way to influence older consumers is to take the time and trouble to understand them. But marketers are too lazy and too obsessed with youth to bother with this.”
Interesting. Especially when you consider that we boomers and our parents watch more live television than younger adults. We tend to read more as well, whether it’s an honest-to-goodness newspaper in your hands or a three-page letter imploring us to save the whales. And more than 27 million people over the age of 55 are engaged in some form of social networking.
So if we’re the ones willing to take the time to take in the information, why is no one talking to us?
A few are. Mostly, they are the ones that realize that once a person passes the 50+ mark, he or she doesn’t suddenly lose the ability to know what’s hot or cool. And more importantly, the boomer consumer continues to be interested in pursuing a life that’s rewarding, enjoyable and free of stress—and, with considerably more disposable income than the average millennial—is a target that marketers should acknowledge.
There are a few advertisers and advertisements that I think do a good job of reaching out to multiple age groups without making us feel like we aren’t invited to the party. For instance, GAP’s ad showing Angelica Huston. REI’s television spot featuring a multi-aged group of hikers caught in a rainstorm. Harley Davidson is a 100-year old brand that knows its market and successfully keeps them connected over the years through events, reunions and rallies.
What do you think? Do you feel forgotten by mainstream advertising? Have you remained loyal to specific brands? We have the numbers, the interest and the clout to shake things up a bit…or as I prefer to say, rock the wrinkle! Maybe it’s time we put our mouth where our money is.
“Any fool can know. The point is to understand.” Albert Einstein
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