Marketing to the Over-55s - UK - August 2017
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“Age-related stereotypes continue to pervade the advertising landscape, with depictions of the over-55s often perpetuating a model of senior life that is at odds with how most 55+-year-olds see themselves. Campaigns that align their representation of older people more closely with the age group’s own assessment have the opportunity to not only engage better with the demographic, but to also help improve intergenerational understanding.”
– Jack Duckett, Senior Consumer Lifestyles Analyst
The sheer size of the over-55 population makes this group a lucrative commercial prospect for businesses. However, more often than not, when it comes to representing older people in campaigns, marketers tend to fall back on out-dated stereotypes, with many portrayals failing to align with the way this cohort view their own personalities and lifestyles.
Loneliness is a growing area of concern, particularly considering links with physical and mental decline. As CSR strategies become an increasingly important consideration for consumers, there could be a significant commercial benefit for businesses that are deemed to be helping to tackle the UK’s growing loneliness epidemic.
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