The emotional truths of the Third Age

Beth Salmon

Discusses the problems of marketing to the `third age', and wonders why marketers and advertisers seem to find it so difficult.

The emotional truths of the Third Age

Even though marketers have known for years that 'Third Agers' are increasing in number and affluence, they somehow still slip through the marketing net.

Beth Salmon

Why does it seem to be so difficult for marketers and advertisers to get to grips with the minds and lives of 'Third Agers'? For years now, the demographic trends have pointed to their increasing numbers as well as their astonishing affluence, and yet it is still very rare for anyone aged more than 40 or 45 to appear as part of the designated target market for...

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