Advertising to over-50s Ageism in advertising: Fighting marketing’s unconscious bias
Gransnet: Advertising to over-50s said that they felt their age group 78% was underrepresented and misrepresented in advertising
Gransnet: Advertising to over-50s We’re either unrealistically happy, rich and or glamorous (and on a cruise!) or worried old crones peering nervously into an empty purse. There is a middle ground which most of us inhabit.
Gransnet: Advertising to over-50s You'd think people over 50 were only interested in life insurance and the cost of funerals... I don't feel any different now inside than I did when I was in my 20s. I'm interested in the same sorts of things... this summer’s hottest fashion look, what new songs are playing on the radio and this season’s must-see new film.
Gransnet: Advertising to over-50s Invisible How come all these companies Ignored don't realise that the very people they are aiming at, feel alienated Depressed and upset by their advertising strategies? Disheartened Angry
Gransnet: Advertising to over-50s 77% of 50-59 year olds feel that their age group is most ignored by advertisers
Gransnet: Advertising to over-50s believe that they are ignored because advertisers 62% are too young to understand their market It is the assumptions that are made about us, usually patronising and demeaning ones, made as soon as they see the grey hair, the lined face, or the date of birth.
Gransnet: Advertising to over-50s avoid brands who actively 49% ignore their age group
Gransnet: Advertising to over-50s Technology and Fashion and Entertainment Cosmetics or gadgets clothing industry beauty products (TV, radio etc.) Hello, we like gadgets and new phones too!
Gransnet: Advertising to over-50s What do your customers want ?
Gransnet: Advertising to over-50s 1 2 Have a better, more realistic understanding Keep it real of certain age groups I have to laugh at the Using actors under 25 to advertise anti- toothpaste/toothbrush TV ads where all wrinkle creams is insulting to both sides those earnest looking 'dentists' try to convince us they're not actors.
Gransnet: Advertising to over-50s said employing more older 88% Employ a diverse people to understand the workforce audience better said by asking them what 93% Ask they want and not making assumptions said acknowledging that 92% Acknowledge spending they have spending power power and focusing their efforts accordingly
Gransnet: Advertising to over-50s Technology/gadgets Fashion/clothing 87% Items for their children or grandchildren Entertainment Financial products (theatre, restaurants etc.)
Gransnet: Advertising to over-50s 61% Home appliances 85% Beauty and cosmetics Holidays
Gransnet: Advertising to over-50s 33% Influencer/blogging /vlogging marketing
Gransnet: Advertising to over-50s Who do they trust ?
Gransnet: Advertising to over-50s …of the 1000+ 0% surveyed voted for celebrity endorsements Don't use celebrities who probably wouldn't be seen dead using the product if they weren't being richly rewarded.
Gransnet: Advertising to over-50s 1. Recommendations From friends and family Online product reviews 2. At point of sale (e.g Amazon reviews) 3. Online personal recommendations Such as on Gransnet
Gransnet: Advertising to over-50s How can you deliver what they want ?
Gransnet: Advertising to over-50s Understand your audience - don’t make assumptions - - Do engage with them and find out what they want - Do employ more of this demographic
Gransnet: Advertising to over-50s All adverts aimed at over 50s make you feel old or incontinent ...
Gransnet: Advertising to over-50s For more stats and info on how we could provide insight for your brand, contact us: www.gransnet.com lara@gransnet.com
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