How Much Is Ageism Costing Your Brand?
Ageism is a big issue in Australian advertising, with the over 50 market is often neglected, but Nick Richardson, partner of Fifty Not Out, isn’t having a bar of it.
Against all the evidence, ageist stereotypes continue to reinforce advertising activity, leaving the Over 50s largely forgotten. Not that they care – they’re out there spending anyway.
But it’s high time more brands defied ageism to tap into what Nielsen calls “the most valuable generation in history”.
It’s the stereotype that’s old, not the market
Here are just five of the many preconceptions that snowball into a distorted picture of what today’s 50+ consumers are like, because they are like no generation before.
1. They don’t spend
Not unless you count the $4 billion (ABS) they spend every week on products and services.
Yes, they spend in the stalwart categories of travel and financial services – but also on cars, booze, fashion, tech, luxury goods, leisure – the list goes on.
They’ve fewer financial responsibilities than their younger counterparts, so have more to spend on themselves.
2. Their brand loyalties are set
50+ are marketing’s original consumers, the eldest of them the first to be classified as ‘teenagers’. They’ve been consuming their whole lives and are brand-savvy.
They have the experience, time and incentive to browse, switch, bargain and try new products – and they do.
3. They text with one digit
Much is made of the lack of tech-savviness among over 50s. And sure, they may be a bit slower on the uptake than digital natives, but they now spend an average of 5 hours a day online, more than double their FTA TV time (WYZA research).
4. They’re looking forward to retiring
The traditional idea of retirement is largely rejected by this audience, for a variety of reasons. Many want to keep working – some need to – well past retirement age, but what they’re looking forward to is greater balance.
You may not see them in your workplace, but they’re not hanging up the boots.
5. They all want to be young again
Sure, some of them may want to look 35. And maybe feel 35. But they don’t want to be 35 again. Their bank of wisdom gives them a better perspective on life than someone younger.
That’s why this year’s NSW Seniors Festival campaign struck me as odd.
Grow Young? And wear pastels? No thank you. I’d rather grow old like the gals in this Voltaren spot
from Canada (thanks to The Stable for this one).
Media agencies could do plenty more to understand this market
See that last little slice headed “50 and over” on the media demography pie chart? It’s nearly half of all adults, almost 8 million consumers spanning four decades. That’s some slice.
If only we invested as much energy dissecting and profiling this market as we do Millennials, we could isolate more pockets of value for our brands.
Fed up with reading opinions pieces like this? Let’s do something
Rather than just holding up a mirror and perpetuating the status quo, wouldn’t it be great to see the advertising industry acting positively to combat ageism?
Not just because it will make society a better place for everyone, but because we have a commercial responsibility to build brands and sell products to the people who can afford to buy them.
Nick Richardson, partner of of Fifty Not Out, will be speaking at the IAA’s Thought Leadership Forum on ‘Forgotten After Fifty’ on Wednesday 27 July. For tickets visit here.
Please login with linkedin to comment
fifty not outLatest News
Indy Enigma Delivers Signage For NSW’S First Purpose-built Surf Park
Enigma, one of Australia’s largest full-service independent agencies, today unveiled a bespoke placemaking campaign for URBNSURF – Sydney’s new, world-leading, purpose-built surf park. The creative team behind Enigma’s Property & Place division has developed a unique set of wayfinding and environmental graphics and signage for URBNSURF Sydney, ahead of its opening at Sydney Olympic Park […]
Houston Ramps Up Creative Capability, Appoints Two Senior Creatives
Brand strategy and design consultancy, Houston has strengthened its creative offering, announcing the appointments of Alex Creamer to the role of Creative Director and Michelle Teh as Design Director.
JCDecaux Secures All Major Bus Advertising Contracts Across Sydney
JCDecaux has been awarded the Transport for NSW (TfNSW) bus advertising contract for all buses in the Sydney Metropolitan regions. Lead image: Ben White, general manager. Winning the competitive tender process marks a significant expansion of JCDecaux’s current bus advertising contracts across Sydney. It extends JCDecaux’s Transit reach across the whole of Sydney Metropolitan regions […]
CommBank Launches The Brighter Side TV On 10 And 10 Play
CommBank has today unveiled The Brighter Side, a new television series to be broadcast on 10 and 10 Play to inform and empower Australians with practical tips and bright ideas to help them take control of their financial future. The Brighter Side showcases a diverse range of stories to inspire Australians to make their money […]
IMAA Announces Next Female Leaders Of Tomorrow Programme
The IMAA is celebrating the success of its inaugural Female Leaders of Tomorrow programme for providing a real-world solution to address the gender pay gap at senior levels* with events in Sydney and Melbourne. It has also announced its new 2024-25 programme. The 2023-24 programme’s 16 mentees and mentors, along with mentee leaders, IMAA directors […]
Fast 10: Avid Collective’s Luke Spano On Building Deeper Relationships With Local Publishers & Advertisers
In this latest instalment of the Fast 10 series, Greg ‘Sparrow’ Graham chats with Luke Spano, Managing Director at Avid Collective. You have an intriguing background as a professional poker player plus stints at JR Sports & NightGuru, how did that lead to native content? My previous work in the two startups were focused on marketing […]
QMS Boosts NSW Billboard Network With Australian Turf Club Agreement
Leading digital outdoor company QMS today announced a further expansion of its NSW network, signing a new agreement with the Australian Turf Club to manage key assets at Sydney’s iconic Rosehill Gardens Racecourse. The agreement, which was secured as part of a competitive tender process, takes effect on 3 June 2024 and covers six locations […]
VMO Signs Deal With Stockland Shopping Centres.
VMO has secured an exclusive agreement with Stockland to manage the operations of 22 large format digital screens, strategically positioned throughout nine Stockland town centres across Australia. These centres include Stockland Piccadilly in Sydney’s CBD, Stockland Merrylands, and Wetherill Park in Western Sydney, Stockland Green Hills in the Hunter region, Stockland Shellharbour on the south […]
Day Management Appoints Paramount’s Tim Wall As Head Of Talent And Publicity
Day Management has appointed Tim Wall in a newly-created role of head of talent and publicity. Wall will be responsible for managing and overseeing Day’s broad and impressive portfolio of talent, including Day’s most-recent coup, the highly sought-after breakout star of Married At First Sight Australia, Lucinda Light. Wall was previously senior publicist at Paramount […]
Enjoy A Hahn Solo… And May The Fourth Be With You
This May the fourth Hahn will celebrate alongside Star Wars fans rewarding their passion via a giant Hahn travelling solo through the sky. It’s the one day of the year when all sci-fi fans rejoice and giggle to themselves and Hahn in partnership with Thinkerbell, UM and Affinity is celebrating with an out of this […]
DMARGE Founder Unveils Creator-Led Social Media Agency Feedstar
New creator-led social media agency Feedstar to be aimed directly at Gen Zs. Well, they'd hardly want print, would they?
TV Ratings (02/05/2024): A total of 1,753,000 Aussies Witness Port Adelaide’s Defeat
Seven's AFL numbers almost double that of the NRL last night. The NRL still easily winning for ruptured ACLs.
Hotglue Cashes In With La Trobe Financial Digital Media Account
Hotglue staffers learning their cashflows from their collaterals today after nabbing La Trobe Financial's digital media.
M&C Saatchi’s Sydney Creative Lead Exits
B&T's stopping short of calling it a revolving door at M&C at the present, but there's definitely heat on the hinges.
Taylor Swift’s Music Re-Enters TikTok As Universal Pens Landmark Deal
Yes, B&T may have spent 152 hours failing to get Taylor Swift tickets, but, as you'll read here, it's all behind us now.
HAVAS Red launches inaugural Influencer White Paper
Havas Red has debuted its first influencer white paper. Unless you print it out in colour, of course.
Two Sides Global Campaign Reports Increasing Greenwashing As Organisations Focus On Sustainability
New report confirms greenwashing's on the rise. Apparently Mars' 'work, rest & play' claims also under investigation.
Aruga Launches New HQ & Changed Ownership Structure
PR agency Aruga proves Brisbane is 'so hot right now'. So hot in fact, Adelaide's had to go on anti-anxiety meds.
Delicious & American Express Partner To Launch Month Out 2024 In Sydney
Cost of living got you eating noodles prepared in the two-minute style? Why not live vicariously through this.
Aussie Ad Market Continues Decline In March
The belt-tightening in adland shows signs of a turnaround soon. Bar the belt-loosening at the all-you-can-eat buffet.
VMA Focuses On Skills And Training For Members
If there was a post-COVID hangover (bar the anti-vax ranters) it was the rise in skills shortages. Here's another one.
Nearly 90% Of Consumers Want Transparency About AI Images, Finds Getty Images Report
Study finds consumers want transparency around AI images. Couldn't care less about photoshopped magazine covers.
The National Breast Cancer Foundation Partners With VML To Boost Funds
Anyone else feel we've exhausted the office morning tea for cancer? B&T proposes the office moonshine still instead.
Perry ‘Pez’ Lazaris Named New National Hit Network Announcer
Why is it mandatory for the media to only publish the nicknames of people in radio & underworld crime figures?
Before Adland: Garry Dawson’s Journey From Teacher To Marketer
Here, the Hopeful Monsters marketer talks his shift from the classroom to the room wherever marketers congregate.
Scott Cam Urges Tradies To Prioritise Sun Protection
The Block host promoting sun protection to tradies. Also, don't try getting into the RSL after 6pm wearing high viz.
PubMatic Study: Advertising On Retail Media Is 50% More Effective Than Social Media
New study finds retail media 50% more effective than social. B&T says two-for-one Tim Tams trumps the lot.
From MOWING to life GROWING: Jim Penman launches ‘Life Coaching’ services
Can't decide on getting the hedges trimmed or finding a deeper meaning to life? You're in luck with this new venture.
Budweiser Brazil Turns Songs That Name Drop The Iconic Brand Into Spotify Ads
It's strange that Budweiser never found a market among beer-swilling Aussies. Then again, neither did the fluffy duck.
Effie Worldwide Strengthens Board With 6 New Members
B&T hopes everyone's wearing their Maseur sandals at the Effies, as it's standing room only at the next board meeting.
Special Enlist A Penguin Named Nigel In Latest Energy Campaign For Contact
Special unveils Nigel the penguin in work for energy provider Contact. Apparently Percy the peacock was booked.
Anya Taylor-Joy, Chris Hemsworth & George Miller Ignite Sydney For Epic Mad Max Launch
The Mad Max film franchise is Australia's cinematic gift to the world. That & Chris Hemsworth's near perfect cheekbones.
IAS Launches First-To-Market Integration With Roblox To Provide 3D Immersive Measurement
Always thought you could do with better 3D immersive measurement? Happy days are ahead here.
Fast And Furious: Top Gear Australia Launch Thrilled Motorheads, Car Entusiasts And Guests
B&T is still no closer to knowing who the new Stig is, except that she is a woman and a ridiculously fast.
TV Ratings (02/05/2024): Seven’s The 1% Club Wins The Night
The 1% club did not live up to its name when it comes to TV ratings last night.
TRA Welcomes Raft Of New Hires; Bolstering Expertise Across Markets
Insights and research agency TRA announces slew of new hires. Still no news on the return of marble wash denim, however.