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By In the news
In the news
02 June 2008 17:44
The mature market is being neglected and misrepresented by marketers, with over 60 per cent of the over 50s believing that advertising aimed at them presents them as infirm or immobile.
New research commissioned by mature marketing agency Millennium showed that three quarters of over 50s think that the only products specifically targeted at them are life assurance products, false teeth and incontinence plans.
More than half (59 per cent) of the over 50s claimed that today’s marketing did not target them and was irrelevant, rising to 65 per cent among the over 65s.
The research also showed that online marketing is viewed as the most influential channel among the over 50s, and that only 39 per cent claim to be brand loyal when shopping.
Millennium managing director Fiona Hought says: “The over 50s have grown wise to marketing techniques. The research indicates that the influences of the mature market are changing, but it seems marketers are failing to adapt and communicate effectively, if at all, to cash in on the ‘grey pound’. Marketers need to focus efforts on using the right channels to present clear and targeted messages to attract potential consumers.”
Source: Precision Marketing
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coombsyl says
RE: Over 50s neglected and ignored
As I turned sixty, I had a letter from the Prudential informing me that I could attend such thrilling events as tea dances! I mean, really, I am sixty not ninety!!! I think in some marketers eyes we go from being energetic middle-agers to decrepit and frail pensioners!! It is quite insulting!
As I turned sixty, I had a letter from the Prudential informing me that I could attend such thrilling events as tea dances! I mean, really, I am sixty not ninety!!!
I think in some marketers eyes we go from being energetic middle-agers to decrepit and frail pensioners!! It is quite insulting!
12 March 2010 07:20
Lingdada says
I agree totally with this article! I'm 54 and far from needing false teeth and retirement packages! I socialise regularly,I get entertainingly drunk in pubs,listen to indie,rave,club music,watch live bands,eat out in restaurants at least once a week,and have an active sex life with partners who tend to be in their 20s and 30s! And I know that being like this at over 50 isn't unusual ! People this age now tend to be much more active with their own hobbies and lives and are far less swayed by advertising nonsense,as we've seen it and probably done it before anyway!! We often have far more spending cash to use for holidays,entertainment and treats,that the very young couples bogged down by babies at 19! Team up with friends,or try meeting new ones and do it in your own style!!
I agree totally with this article! I'm 54 and far from needing false teeth and retirement packages! I socialise regularly,I get entertainingly drunk in pubs,listen to indie,rave,club music,watch live bands,eat out in restaurants at least once a week,and have an active sex life with partners who tend to be in their 20s and 30s!
And I know that being like this at over 50 isn't unusual ! People this age now tend to be much more active with their own hobbies and lives and are far less swayed by advertising nonsense,as we've seen it and probably done it before anyway!!
We often have far more spending cash to use for holidays,entertainment and treats,that the very young couples bogged down by babies at 19! Team up with friends,or try meeting new ones and do it in your own style!!
24 February 2010 10:57
Pauline56 says
Yes I do feel the over 50's are neglected and ignored if you are divorced and singal is ok you go to clubs an make friends but people who are married and what to make friends is impossible, all the clubs around are for the over 60's it is not right. Has any one else found this?
12 February 2010 12:45
PhilLizBo says
The last thing l feel is ignored or neglected, l am a full time carer for my lovely wife who is disabled with severe arthritic joints and no mobility in the legs, we are both mid 50,s so we enjoy ourselves as much as possible, my suggestion is not to look at or watch adverts you have a mind of your own do what you want buy what you like don,t be guided by what others think ,yes we read magazines and look at what they say is the best buy and think , yes but look at the price. That is what we are guided by with all our purchases and it is quite a fun thing to go round local shops and now online to compare prices, pushing my wife in her wheelchair is exercise for me, l have medical problems aswell, and it gives the girl fresh air even in winter except snow, we have activities throughout the week where we meet other folks in a similar situation young and old, l have a very good local carers association we meet once a month for tea and a chat, l don,t have a problem with having to search for anyone to look after my wife we have good friends around. You have to make things happen for yourself no one else will do it for you.Life is for living so live it don,t sit around feeling neglected or ignored that will be a slippery slope to depression , and mark my words it is not a pleasant place to be and very hard to get out of , their are places and people out their for everyone go find them and join in you never know you might just enjoy yourself.
29 January 2010 00:01
PamB says
27 October 2009 22:25
