It’s a fact of life – we’re all getting older. Every day. It happens to everybody. And I can’t believe I’ll be 65 in May.
Is that a problem? Not for me.
The problem is that advertisers are mistaking me for an OLD PERSON.
Yes, I have a NSW Seniors Card. It’s an app on my iPhone 10.
It sits right next to the other apps I use on my phone like Netflix, LinkedIn, What’s App, Uber, Twitter, SONOS, Airbnb, Spotify, NYT, Citibank, Qantas, Instagram, Facebook and about 20 more along with all the other Apple and Google usual suspects.
But does the fact that I’m 64 negate all this digital activity? And your attention. And your understanding of me?
It seems to. Because the creative community seem to confuse me with an OLD PERSON. And, apparently “old people aren’t digital”, therefore they are “uncool” and unworthy of marketing attention.
This, of course, is a mistake. A business mistake. And an advertising mistake.
For those who have been paying attention, they know there is a new market emerging. We call them the “NEW OLD” – those active adults between 50-75 – where you could say it’s the stereotype that’s old, not the market.
The “New Old” market has never existed before. Thanks to science and healthier lifestyles, we are all living longer … but not necessarily getting older in the traditional sense.
These days we’re all living about 15 years longer than our grandparents. But that doesn’t mean 15 more years as a “grandparent”. It really means 15 extra years of “middle age” where you are pretty much doing and liking the same things you did when you were entering middle age at 35.
No, you’re not a kid anymore. But you’re certainly well in the game.
Sure, not everyone over 50 is Brad Pitt (56) or J Lo (50). But they’re not all Rupert Murdoch (88) and Judy Dench (85), either. Nor are they all the well-heeled, beautifully coiffed, silver-haired couple walking on the beach, or the pensioners drinking cheap beer and playing the pokies at the RSL.
Over 50 is a diverse group. Not all of them are rich (even though their average worth is $1.3m) – but about 3.5 million of them are absolutely cashed up and looking for action. To invest time and money into the things they still enjoy doing. And believe me, they’re pretty much doing the same things you enjoy doing.
Healthy, wealthy and 15 more years of A-grade spending power? What a great opportunity for agencies and creatives that open their eyes and “get it”!
So, if you believe in the power of creativity to change perceptions and add real value to a brand – and your creative teams are still coming up with old people clichés to sell to a generic 50+ market – send them back to the drawing board.
These days, lazy work that’s intended to engage a still energised market, just ain’t gonna cut it. They’re missing the point – and the market. And me.
by Jeff Sanders, founder Fifty Not Out
So don’t treat me like an old person. I’m too young for that.
WPP AUNZ: The ageless generation is booming and brands are missing out
