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...