Hello Quintastics! A new vision on 50 plus marketing

Sandra van Vemden, Liesbeth Gerritsen and Pernille Kok-Jensen

Redefining the outdated 50-plus marcom image has long been overdue – this paper provides actionable insights from a study in the Netherlands into this target group.

Introduction

What happens when you want to change the stereotyped image of an entire target group without a commissioning client? Dull, outdated and not quite right is what we found in current marketing and communication targeted at anyone above the age of 49. Meanwhile, extremely alive and kickingis what we saw when actually looking at this target group. The nagging feeling that there is a gap between how 50-somethings are being portrayed in current marketing and communication and the reality of people in their fifties wouldn't go away. Whilst working for various clients we felt their...

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