“The Generalisation Of Older People In The Media Is Appalling!”: Starts At 60 CEO

“The Generalisation Of Older People In The Media Is Appalling!”: Starts At 60 CEO
SHARE
THIS



The media continues to dangerously generalise people over 60, believes Rebecca Wilson, CEO and publisher of over 60s site, Starts at 60.

Despite increasing chatter on the importance of personalisation, Wilson said many media organisations still clump together the older demographic.“The generalisation around an older person has been than an older person at 60 is the same as an older person at 80,” she told B&T.

“When I go on The Today Show they put pictures of 85 year olds over the top of me and I run an over 60s site, not an over 80s site.

“The generalisation of an older person is frightful, it’s appalling!”

The stock imagery used in many marketing communications doesn’t help either.

“It’s very, very poor,” said Wilson. “The quantum of media stock imagery that’s used in advertising…of an older person and how they’re selling to them is all out of the same cookie box.”

Last week, Wilson explained how much of the retirement advertising uses couples walking along a beach in white. And that’s not always the case.

“Unfortunately what we’re not doing for the whole world, because we can’t afford it at the moment, is this demographic isn’t being bought in a targeted way by media yet, because they’re still bucketing them into the ‘if I buy some TV, I’m still doing my job’.

“It’s not being targeted in a data oriented way.”

Wilson said she’s been told by every major operator that a 65 year-old woman isn’t online, something she slams given her site just surpassed two million page views.

Due to this belief older people don’t go online has Wilson suggesting media buyers don’t see this demographic targetable in anything other than TV.

“They haven’t looked at who their buyer is, they just buy media,” she said. “The media industry, bless it, is run by young people, and they’re not looking at it through this generation’s eyes so they find it really hard to see the difference between 55 and 65. And there’s a huge difference.”

Talking specifically about marketing retirement, when will marketers actually get it right?

“As the digital market changes this market, and the consumption or uptake of the digital market, they will have to get it to look different,” she said.

Please login with linkedin to comment

Latest News

Apple Revists Muhammad Ali’s ‘I Am the Greatest’ Speech In New Ad For The X
  • Campaigns

Apple Revists Muhammad Ali’s ‘I Am the Greatest’ Speech In New Ad For The X

Apple has gone for a simple but highly effective campaign to promote the selfie taking ability of its new iPhone X, employing boxing great Muhammad Ali’s famous 1963 “I Am The Greatest” speech. The ad shows simple selfie photos taken by the phone as Ali’s hubris plays over the top. Ironically, the ad plays on the narcissism of […]

by B&T Magazine

B&T Magazine
Comexposium Takes Over NZ Partner MTS To Become Largest Trans-Tasman Events Group
  • Marketing

Comexposium Takes Over NZ Partner MTS To Become Largest Trans-Tasman Events Group

Marketing events group Comexposium has absorbed its New Zealand joint venture partner MTS to deliver an expanded event solutions business across the Trans-Tasman. The deal will see Ryf Quail (pictured above) return to Sydney to lead Comexposium Australian and Kiwi team, while his current MTS team remains in place as Comexposium employees. While the business […]

Eyeota Kick-Starts 2018 With $15.6 Million In Additional Funding
  • Marketing

Eyeota Kick-Starts 2018 With $15.6 Million In Additional Funding

Audience data provider Eyeota has announced a $15.6 million Series B capital raise to spearhead additional growth in 2018. The company was founded simultaneously in Singapore, Australia and Europe in 2010, and has remained independent and enjoyed strong growth locally, as well as launching into the US. Peter Hunter (pictured above), Eyeota’s general manager for […]

Poem Wins Four New Clients
  • Marketing

Poem Wins Four New Clients

Sydney-based PR and social agency Poem has announced it has won four new clients following another strong year of growth. The four clients are Property NSW (The Rocks and Darling Harbour), Fantastic Furniture, Ovolo Hotels and Purpose (a conference on purpose-driven business). Poem co-founder Matt Holmes said: “We’ve hit a nerve with clients who are […]

Facebook Makes Another News Feed Change
  • Media

Facebook Makes Another News Feed Change

Social media behemoth Facebook has announced its second major update for News Feed to make sure the news people see, while less overall, is high quality. This week, Facebook announced that the platform will launch a small test in the US focused on prioritising news from publishers that users find trustworthy. Facebook is also exploring ways […]

Attention! B&T’s Inaugural Bootcamp Launches!
  • Advertising
  • Marketing
  • Media
  • Technology

Attention! B&T’s Inaugural Bootcamp Launches!

B&T announces its new industry bootcamp! And, if you're like us & didn't know anything about it, all's revealed here.

by B&T Magazine

B&T Magazine
Domain Boss Antony Catalano Exits
  • Media

Domain Boss Antony Catalano Exits

Mystery surrounds Domain boss's surprise exit, although the Mystery Machine nor a talking dog not spotted at Fairfax.

PHOTOPLAY Offers A Ghost Train Ride Like No Other At Sydney Festival
  • Media

PHOTOPLAY Offers A Ghost Train Ride Like No Other At Sydney Festival

Jasmin Tarasin, director at boutique production company PHOTOPLAY, is inviting invites audiences to take a trip through the inner-workings of the mind in ‘Ghost Train’, her latest multi-sensory VR project set to feature at this year’s Sydney Festival. Working in collaboration with musician and co-creative director Jonnine Standish, Tarasin’s uniquely immersive ‘Ghost Train’ is a […]

March One To Rebrand Fundraising Institute Australia
  • Marketing

March One To Rebrand Fundraising Institute Australia

Independent advertising and branding agency March One has been appointed to oversee the rebrand and repositioning of Fundraising Institute Australia (FIA). FIA is the national peak body representing professional fundraising in Australia. It was established to advance advocacy and professional standards, and has identified the need to better promote its role as the industry self-regulator, […]

Victorian Government Launches VR Bushfire Experience Via The Fuel Agency
  • Advertising
  • Campaigns
  • Technology

Victorian Government Launches VR Bushfire Experience Via The Fuel Agency

As part of its summer fire campaign, the Victorian government has launched a virtual reality (VR) bushfire experience and content series via The Fuel Agency. The VR experience places the user in the midst of a large bushfire, and is designed to encourage people to leave early on high-risk days before it’s too late. The […]

Local Ad Tech Company VeNA Partners With RugbyPass
  • Advertising
  • Media
  • Technology

Local Ad Tech Company VeNA Partners With RugbyPass

ad tech company VeNA has signed an exclusive reseller partnership covering Australia and New Zealand with digital rugby network RugbyPass. Across Asia and parts of Europe, RugbyPass is the exclusive digital rights holder and over-the-top broadcaster for live rugby, including the Super Rugby, the Rugby Championship and autumn internationals, the Six Nations, the Aviva Premiership, […]