Communicating with Older Audiences

This paper provides an overview of the over-50s as a target market, and why they have often been (wrongly) neglected by advertisers.

Best Practice

Communicating With Older Audiences

Advertisers and marketers are astonishingly neglectful of older audiences defined here, fairly arbitrarily, as those aged 50+. This neglect applies both generally and, more specifically, in the use of older people as models in advertising even for products primarily sold to older people (1).

The reasons for this neglect are complex, but tend to arise from some fundamental and probably false assumptions about older people:

  • That they are unreceptive to new ideas and new products: the way to...

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