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.
Charlotte Rush (main photo) is an organisational psychologist and head of new product development at behavioural science consultancy Inventium. In this guest post, Rush offers expert tips to something we all need – a happier workplace and happier colleagues… When was the last time you spoke with your team about how they work, as opposed […]
Today, Integral Ad Science (IAS), a global leader in digital ad verification, released its Media Quality Report (MQR) for H2 2020, providing transparency into the performance and quality of Australian digital media, alongside global comparisons. Integral Ad Science’s H2 2020 MQR highlights brand safety, ad fraud, and viewability trends across display, video, mobile web, and […]
Quintis Sandalwood has appointed Illuminate as its global PR partner following a competitive pitch process. Proudly Australian, Quintis produces and markets Indian Sandalwood oil, logs, chips and powder products across the world to major companies in industries such as fragrance, aromatherapy, cosmetics, handicrafts and Traditional Chinese Medicine industries. Illuminate will be responsible for a global communications […]
Hopefully the weekend has given everyone enough time to recover from B&T’s 30 Under 30 awards and prepare themselves for our official photo dump! We shared some of the highlights last week, and now you can peruse all of the pictures taken on the night. Thank you to everyone for attending this year’s awards, and […]
Kinderling Kids Radio (Kinderling) has announced the completion of its move from DAB+, where it launched six years ago, to a direct-to-consumer streaming model, accessible online or through the Kinderling Kids iOS and Android app. The Parent Brand, the parent company of Kinderling Kids and Babyology, made the decision to shift as streaming and on-demand […]
Most people over 60 stay on top of their health with regular check-ups. Whether it’s eyes, prostate or breasts, they realise at their age it’s important. But one that gets ignored is hearing. They’d rather live with gradual hearing loss, and continually ask what, huh, pardon or sorry until it seriously impacts their life and […]
Creative communications agency Connecting Plots has been appointed by Casella Family Brands to handle the social media accounts for [yellow tail] wine in Australia. The win follows an audit of the Casella Family Brands social activities, which led to [yellow tail] rethinking its approach to social media and how it aligns with its overall marketing […]
v2food, has appointed HERO’s B.B.E as the lead strategic and creative agency for the brand following a competitive pitch process. v2food is an Australian pioneering food technology business with a global vision to feed the planet sustainably. After launching nationally in 2019, v2food has been on a mission to offer Australians an easy alternative to meat […]
Magnite (Nasdaq: MGNI), the largest independent sell-side advertising platform, today announced it has been working with Adform, the only independent global ad management platform covering all aspects of the digital campaign lifecycle, to scale first party identifiers in privacy-safe ways. With the pending elimination of third-party cookies, the industry must establish future-proof identity solutions for publishers and buyers.
The Commercial Producers Council is delighted to announce the appointment of Martin Box (pictured) as its new Co-Chair, effective immediately. Box, Head of Production at Airbag, joins Co-Chair Pip Smart, and fills the vacancy left by Lucas Jenner who steps aside from the Co-Chair role after four years of service, in accordance with the CPC’s […]