Advertising to over-50s Ageism in advertising: Fighting marketings - - PowerPoint PPT Presentation

Advertising to over-50s

Ageism in advertising: Fighting marketing’s unconscious bias

78%

said that they felt their age group was underrepresented and misrepresented in advertising

• r

We’re either unrealistically happy, rich and 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.

You'd think people over 50 were

• nly 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.

Invisible Ignored Depressed Disheartened Angry

How come all these companies don't realise that the very people they are aiming at, feel alienated and upset by their advertising strategies?

77%

• f 50-59 year olds feel that

their age group is most ignored by advertisers

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.

62%

believe that they are ignored because advertisers are too young to understand their market

49%

avoid brands who actively ignore their age group

Hello, we like gadgets and new phones too! Technology and gadgets Fashion and clothing Entertainment industry

(TV, radio etc.)

Cosmetics or beauty products

What do your customers want ?

1

Have a better, more realistic understanding

• f certain age groups

2

Keep it real Using actors under 25 to advertise anti- wrinkle creams is insulting to both sides I have to laugh at the toothpaste/toothbrush TV ads where all those earnest looking 'dentists' try to convince us they're not actors.

Employ a diverse workforce Ask Acknowledge spending power

said employing more older people to understand the audience better

88%

said by asking them what they want and not making assumptions

93% 92%

said acknowledging that they have spending power and focusing their efforts accordingly

Financial products Fashion/clothing Items for their children or grandchildren

87%

Technology/gadgets Entertainment

(theatre, restaurants etc.)

Holidays Home appliances

85%

Beauty and cosmetics

61%

33%

Influencer/blogging /vlogging marketing

Who do they trust ?

…of the 1000+ surveyed voted for celebrity endorsements

0%

Don't use celebrities who probably wouldn't be seen dead using the product if they weren't being richly rewarded.

Recommendations

From friends and family

1. 2. 3.

Online product reviews

At point of sale (e.g Amazon reviews)

Online personal recommendations

Such as on Gransnet

How can you deliver what they want ?

• Understand your audience - don’t make assumptions
• Do engage with them and find out what they want
• Do employ more of this demographic

All adverts aimed at over 50s make you feel old or incontinent ...

For more stats and info on how we could provide insight for your brand, contact us:

www.gransnet.com lara@gransnet.com