The Feldwick Factor: improving marketing to older age groups

Paul Feldwick

In his monthly column, Paul Feldwick considers the question: "What practical steps can be taken to improve marketing to older age groups?" and suggests that, in an essentially youthful industry, marketers should focus on understanding themselves.

The Feldwick Factor: improving marketing to older age groups

Paul Feldwick

Q For years, people have been talking about the importance of the over-50s as a target market, but I don't see much evidence that marketers understand them any better than they did. What practical steps can be taken to improve marketing to older age groups?

Kay Scorah, havemorefun.com

Advertising has always been a young person's business. Back in 1903, Albert Lasker was managing director of Lord and Thomas, aged 23. When I joined my first agency in 1974, hardly anyone was over 40: the managing director was 28...

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