Communicating with older audiences

Melanie Haslam

According to Melanie Haslam the over 50s are neglected in spite of holding 80% of the nation's wealth.

Communicating With Older Audiences: Why We Don't

Melanie HaslamWise Branding

 

A recent article in Admap (January 2002) highlighted the fact that the over-50s are a neglected market. Despite the fact that they hold 80% of the nation's wealth, have a higher disposable income than the under-50s, and comprise nearly 40% (and rising) of adults aged over 15, 90% of marketing and advertising spend goes towards the under-50s. This leaves a large and potentially lucrative market open and uncontested.

However, before the advertising community considers how to communicate with older audiences, it either needs to have...

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