Media Logic’s Post

This! “Why do we miss out on so much reach?” P&G Chief Brand Officer Marc Pritchard asked in a speech to the Association of National Advertisers Media Conference on March 19. “One reason is habits,” he said. “Consider the target audience of women, ages 18-49. Does that mean women over the age of 50 don’t do laundry or brush their teeth?” #olderadults #seniors #agetech #seniorliving #agingpopulation #marketingresearch #thefutureisold #morninglightstrategy #mrx #consumerresearch #consumerinsights

The United States population is aging, and marketing efforts toward seniors are important to fit this dynamic. Many retailers put much effort into reaching younger consumers, but including space for senior consumers can be fruitful. Check out these tips: #SilverEconomy #SeniorMarketing https://lnkd.in/gWN8Dekk

"Media executives say advertisers should take into account a host of social changes when assessing the value of reaching older audiences. Life expectancy is longer, and people are starting households later than they used to, meaning they might not have settled on whether they will favor, say, Dove or Pantene or Suave shampoo. Many older people also have more disposable income. “What a day in the life of a 65-year-old looks like now versus what it looked like 20 years ago I think has changed dramatically,” said Sean Cunningham, chief executive and president of the Video Advertising Bureau, a video ad industry trade group. Median household net worth for adults 65 and older rose 7% between 2017 and 2023, according to a September report from Cunningham’s organization. The same report showed that 50% of adults over 65 aren’t cutting back on buying name-brand products because of economic uncertainty and inflation." by Isabella Simonetti + Joe Flint via The Wall Street Journal #longevity #advertising #retirementplan

Interesting to see the latest study published in Campaignlive on the exit of seasoned professionals from the advertising industry. They surveyed 130 former professionals from full service agencies, media agencies , creative agencies and media owners and the report shows that over half of these exists occur between in the 45-54 age bracket. The findings challenge some of the common myths around older workers and digital advancement. Fewer than 2% of respondents cited an inability to adapt to the digital age as a reason for leaving. Nearly 40% cited involuntary redundancies as the reason for leaving. https://lnkd.in/e39KkK3G This echoes previous studies with a Marketing Week’s survey of 3000 marketers previously reporting that 70.2% were aged between 26 and 45, while only 21% were 46 or older. Ageism in the advertising industry seems prolific. https://lnkd.in/ekTPp97B And the pattern is also evident within Ireland where the IAPI 2023 census revealed the lack of people age 50 and above within the Marketing world. https://lnkd.in/etG59-FA #agediversity #positiveageing #ageism #agefriendlyireland

Personalization is resource-intensive, so it's not for everyone or every situation. BUT, if you're looking to optimize conversions, you need to get more relevant with your messaging. Efficiency is important in the personalization game. Make sure the data is clean. Then focus your tests on the changes you expect to have the greatest impact. In senior living, a logical place to start is segmenting by 'Who the shopper is.' In 2023, senior living shoppers looked something like this based on Roobrik Survey data: 54% older adults researching for themselves, 30% adult children, and 16% other. But most messaging speaks just to the older adult. And this would be fine if everyone cared about the same things... But this data suggests there are some key differences between older adults and adult children shoppers: - Older adults are not worried about their safety while that is the #1 concern for adult children. - Adult children are more likely to be motivated by their parent's loneliness or isolation. - Older adults are more than twice as likely to be motivated by downsizing. Let's keep these data points in mind when we structure and write copy for the website, ads, landing pages, mailers, and email nurture. This data illustrates the importance of NOT taking a one-size-fits-all approach to marketing messaging in senior living. - - - - Want to join the next Know Your Audience Challenge? Registration is now open! https://lnkd.in/guZByACv #roobrik #knowyouraudiencechallenge #seniorliving #infographic #survey #seniorlivingmarketing #marketing #personalization

A 2019 study by the British Office of National Statistics labels 65-79 year old people as “the happiest age group” that tends to prioritize positive things over negative ones. Here’s an article provides some interesting data describing how positive information moves older consumers. #MarketingAndAdvertising #LongevityEconomy #Seniors https://lnkd.in/geh-bgjt

A 2019 study by the British Office of National Statistics labels 65-79 year old people as “the happiest age group” that tends to prioritize positive things over negative ones. Here’s an article provides some interesting data describing how positive information moves older consumers. #MarketingAndAdvertising #LongevityEconomy #Seniors https://lnkd.in/gnbUF5cu

Think older adults aren’t tech-savvy? Think again! Many eCommerce retailers overlook seniors, believing they’re not reachable through social media, mobile content, or online shopping. But the data tells a different story. Older adults are increasingly active in the eCommerce space and will play a significant role in the market in the coming years. Read: Older Adults' eCommerce Habits in 2024 - https://lnkd.in/eM2g6gfS Embracing and marketing to this demographic now could give your business a major advantage, while ignoring them might leave you scrambling to catch up. Don’t miss out on this growing and influential audience! #Ocala #seniors #ecommerce

Ah The Age "Debate" Understanding that people 81 and 78 are in cognitive decline shouldn't be a surprise. OK, not all older people. But these guys, yes. Ageism And #Advertising One of the chapters in my "How To Build A Kick-Ass Advertising Agency" discusses ageism in advertising. Here you go... Ageism, another business and cultural issue, is a global business challenge. From Wikipedia: "Ageism, also spelled agism, is discrimination against individuals or groups on the basis of their age. This may be casual or systemic." Ageism is particularly endemic in the advertising industry. In 2021 only 8% of WPP’s workforce was over 50, and rival Dentsu’s 50-plus total skewed lower at 6.9%. Note that 34% of the US population is over 50. Simply insane. Given the size and purchasing power of the 50-plus group, it’s amazing how poorly this demographic is properly represented in advertising campaigns. From AARP on the effect of ageism on the advertising product itself: That helps explain why those age 50 and over who do most of the consumer spending represent only 15 percent of adults in online media images and are seven times more likely than younger adults to be portrayed negatively. I see two reasons for our age of ageism. First, there appears to be a belief that younger people are simply better at creating truly wonderful marketing, advertising, and new tech solutions in the digital age. FYI: Satya Nadella, the Microsoft CEO was born on August 19, 1967. UM, OK. What does Marc Zuckerberg think? “Young people are just smarter.” Think it’s just Silicon Valley speak? Nope. Just ask #WPP: "We have a very broad range of skills and if you look at our people—the average age of someone who works at WPP is less than 30—they don’t hark back to the 1980s, luckily." This lame statement was made by WPP’s CEO, Mark Read. Read is around 55. Guess it’s OK for management to be “old.” The second reason for agency ageism is the cost of older employees. Employees over 50 simply cost more, and higher costs are not good in a profit-stressed industry like advertising. In addition to having a higher salary requirement than a twenty-some-thing, older employees have higher employment-related costs. Older employee benefits like the health plan and longer vacations simply cost more. Growing annual healthcare costs at 15% a year were a major reason I decided to sell my advertising agency.