A new survey has found that over 90% of people aged 40-plus cannot remember a brand using someone their age in marketing campaigns. In totally unrelated news, according to the study by Anything But Grey, the average age of those working in the marketing and advertising industries is 36!
These two stats might not come as a surprise to you, but once you understand that the over 55’s hold £6 trillion of assets, or approximately 70% of all UK household wealth, it’s clear there’s a disconnect.
So, while all the excitement in the industry may be around platforms like TikTok which heavily skew towards a younger audience, there’s an undeniable value in reaching an older, more affluent audience. This untapped market holds immense potential for brands willing to broaden their marketing strategies and challenge the status quo.
Digital habits and preferences
Contrary to popular belief, anyone older than a Millennial is not automatically a technophobe, in fact the use of tech among even the oldest cohort, The Silent Generation, may well surprise you!
A report by the Centre for Ageing Better predicts that by the mid-2030’s half of all UK adults will be over 50. So, while focusing on traditional media (TV, Radio, OOH, Print) might well be a valid tactic, excluding digital would very much be a mistake.
Understanding the digital footprint of more mature audiences is key. They prefer user-friendly websites (who doesn’t?), value privacy, and enjoy content that resonates with their life experiences.
Brands should focus on creating an intuitive online experience that leverages familiar platforms like Facebook and email. The open web is also important to these audiences, with over half of over 55’s citing online as their main platform for news according to Ofcom. This is highest in the 55-64 bracket at 61%, dropping to 38% among 0ver 75’s.
Representation matters
We’ve previously written on this blog about the importance of inclusive marketing. The top 2 reasons we gave for ensuring representation were authenticity and reach. Unless your product or service is uniquely aimed at younger cohorts, there’s simply no point in excluding more mature audiences who have more buying power. But it’s not simply about targeting and channels, your creative is key.
Despite making up around a third of the UK population, over 55’s appear in only 23% of ads according to ITV. They also account for 65% of TV impressions. To combat this, the UK’s biggest commercial broadcaster has created an online resource called Wise Up!
Upon release of Wise Up!, star of daytime ITV, Lorraine Kelly said:
“I’m delighted to see a report which encourages advertisers to make the most of older people and their amazing lives and experiences. Because though we respect and love our older generations, we don’t always give them their share of media attention. Advertisers reading this – you have a proud tradition to uphold. Some of Britain’s best-loved ads have starred older characters.”
You can download the full report here, but key points include:
- Only 23% of the 1,000 highest spending UK TV ads even featured older people. (defined 55+)
- Only 6% over agency employees are over 50
- Research shows the over 55’s are hard to please – they’re ad-weary, critical, knowledgeable and completely sick of being patronised…
- But, they can be pleased by including relevant cultural references, celebrating friendships and experiences, emphasising society and the greater good, and by, of course, including people who look and act like them in ads!
To discuss how you can reach and engage mature audiences effectively, contact our expert team today.
A new survey has found that over 90% of people aged 40-plus cannot remember a brand using someone their age in marketing campaigns. In totally unrelated news, according to the study by Anything But Grey, the average age of those working in the marketing and advertising industries is 36!
These two stats might not come as a surprise to you, but once you understand that the over 55’s hold £6 trillion of assets, or approximately 70% of all UK household wealth, it’s clear there’s a disconnect.
So, while all the excitement in the industry may be around platforms like TikTok which heavily skew towards a younger audience, there’s an undeniable value in reaching an older, more affluent audience. This untapped market holds immense potential for brands willing to broaden their marketing strategies and challenge the status quo.
Digital habits and preferences
Contrary to popular belief, anyone older than a Millennial is not automatically a technophobe, in fact the use of tech among even the oldest cohort, The Silent Generation, may well surprise you!
A report by the Centre for Ageing Better predicts that by the mid-2030’s half of all UK adults will be over 50. So, while focusing on traditional media (TV, Radio, OOH, Print) might well be a valid tactic, excluding digital would very much be a mistake.
Understanding the digital footprint of more mature audiences is key. They prefer user-friendly websites (who doesn’t?), value privacy, and enjoy content that resonates with their life experiences.
Brands should focus on creating an intuitive online experience that leverages familiar platforms like Facebook and email. The open web is also important to these audiences, with over half of over 55’s citing online as their main platform for news according to Ofcom. This is highest in the 55-64 bracket at 61%, dropping to 38% among 0ver 75’s.
Representation matters
We’ve previously written on this blog about the importance of inclusive marketing. The top 2 reasons we gave for ensuring representation were authenticity and reach. Unless your product or service is uniquely aimed at younger cohorts, there’s simply no point in excluding more mature audiences who have more buying power. But it’s not simply about targeting and channels, your creative is key.
Despite making up around a third of the UK population, over 55’s appear in only 23% of ads according to ITV. They also account for 65% of TV impressions. To combat this, the UK’s biggest commercial broadcaster has created an online resource called Wise Up!
Upon release of Wise Up!, star of daytime ITV, Lorraine Kelly said:
“I’m delighted to see a report which encourages advertisers to make the most of older people and their amazing lives and experiences. Because though we respect and love our older generations, we don’t always give them their share of media attention. Advertisers reading this – you have a proud tradition to uphold. Some of Britain’s best-loved ads have starred older characters.”
You can download the full report here, but key points include:
- Only 23% of the 1,000 highest spending UK TV ads even featured older people. (defined 55+)
- Only 6% over agency employees are over 50
- Research shows the over 55’s are hard to please – they’re ad-weary, critical, knowledgeable and completely sick of being patronised…
- But, they can be pleased by including relevant cultural references, celebrating friendships and experiences, emphasising society and the greater good, and by, of course, including people who look and act like them in ads!
To discuss how you can reach and engage mature audiences effectively, contact our expert team today.