The essence of ‘yold’. Or, how to make age irrelevant in advertising

The advertising industry tends to be oriented towards younger people, both in terms of its practitioners and its output, despite the fact that an older 50+ generation has most of the UK’s spending power.

Marketing has failed to advertise relevantly and respectfully to people in the over-50s demographic. A succession of speakers at the Mature Marketing Summit (London, October 2017) argued that, both in marketing and among marketers, this age group is

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