Marketing to the over 50s. Time to get rid of those damn stereotypes surely?

Not everyone over 50 is "old" and stuffy

I have just beem looking at a leaflet for a marketing conference promising to provide “practical tools and new insight into engaging the over 50s through intelligent segmentation and tailored messages”.

It sounds promising, exciting and revolutionary. But when I looked at where they were looking to source the speakers from, it all felt like was defaulting into stereotypes. Catalogue home shopping, BUPA (private medical aid), insurance and Visit Guernsey. No top technology companies, no leading social media, no adventure holiday companies, no designer and lifestyle brands and stores.

What the hell?

As an over 50, admittedly only 2 years over, I am by far ahead of most of the “younger” crowd at work when it comes to the gadgets, use of digital tools and the internet. I am the first to try new technology and stuff. One reason is mindset, but also have disposable income and time that younger people around me with families just do not have. I am not the only one. Why do the over 50s have to be seen as slipper wearing, doddery and old fashioned. I see many people on their 50s heading off on sabbaticals and “gap years”. This means risk, this means adventure, this means exploration.

To really get insights and finding out how to engage over 50s, surely the best is to look at the big brands and how much of their business is actually over 50 and look at how their young, youthful and positive activities attract that group. Reinforcing knitted jumpers and slow country walks is not going to give new insights...




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