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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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moggie57 says
RE: Over 50s neglected and ignored
seems when i hit 50 a lot of things stopped .like getting a job ,"you are too old" and yet i'm too young to join any clubs for the older age group..most places say we are looking for some-one younger for a job, i say how young do you want me to be,? i thought a mature person was someone my age.even though i'm deaf in both ears that doesn't entitle me as a concession.. they look at me and say you are not old enough..
03 July 2010 11:58
aman says
Though it's right that maximum of the newly launched products take youth as target people but there are many elderly products too. And according to some statistics it is found that most of the online marketing grab the attentions of over 50's. So, it is half truth that no marketing campaign is designed for olders. blair rewards
31 May 2010 13:42
coombsyl says
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
