The world of marketing is full of quite inexplicable paradoxes. For instance, it is unclear how in the agency world only three percent of women hold the position of creative director, while on the other hand, women are responsible for more than 80 percent of total global consumption. Furthermore, it is completely unclear why marketers are so little dedicated to the consumer generation over fifty years old (even less so to those slightly older, the so-called baby boomers) despite their share of the total population rapidly increasing. As Marketing Week points out, in the UK alone, the number of those under 18 is significantly smaller than those over 60. If you move eastward on the map of Europe, the data is even more striking. Yet despite these very clear statistics or, better said, the trend of an aging population, marketers ignore them or address them in a completely wrong way, with an off-tone or content with which they cannot, do not know how, or do not want to identify.
Valuable Group As Karen Fraser, one of the directors at the British organization dealing with marketing issues and promoting the profession – Advertising Association, told Marketing Week, marketers often focus on the shortcomings or problems of older consumers, not considering their lives as a whole. In her opinion, things should be viewed from another angle. For example, the average life expectancy of women (especially those living in better living conditions, belonging to the upper class) is estimated at 82 to 85 years, which means that fifty-year-olds have crossed just over half of their life path. Also, brands should not forget that such consumers, especially those who are not yet retired, are a very valuable target group from a consumption perspective and that they have interests, desires, and needs that do not differ much from those of older millennials or consumers who are a decade younger than them.
Fraser is one of the members of the working group of the so-called ‘think tank’ Credos, which intends to publish a report next year that details the consumers in the ’50 plus’ category. The impetus for such analysis was research indicating that two-thirds of these consumers believe that marketers portray them negatively, even though they account for as much as 75 percent of total consumption in the country. A good example of advertising to (somewhat) older populations comes from the cosmetics house L’Oréal. According to Marketing Week, they realized that members of the ’50 plus’ generation are indeed a valuable target group, not only because of the money they spend but also because they are more loyal to brands and that, perhaps even more than the younger population who think they have time to spare, they want to enjoy life and all the experiences offered to them.
Younger than Ever L’Oréal has therefore decided to engage top actress Helen Mirren in the campaign for the Age Perfect Golden Age day cream, who has won over the audience not only with her film achievements but also with her life stance. Unlike many of her, and even younger colleagues, Mirren embraces the golden age of life and seems to enjoy it without reservation. The idea that this more mature stage of life should be celebrated stemmed from research during which ladies from the ’50 plus’ club shared their views and fears regarding aging and how the world around them will perceive them. With the campaign, L’Oréal (besides selling the cream, of course) wanted to convey to its customers that they are not and will not be invisible and that there is no reason why they should not feel confident or capable of holding their own against anyone in the room, regardless of age. In this sense, Helen Mirren is an excellent choice because, as the company stated, she leaves the impression of a strong, self-assured, and somewhat quirky individual who truly lives the values they want to convey to their customers.
Interestingly, Marketing Week believes that brands specifically aimed at the ’50 plus’ audience have a particular problem with advertising. For example, the British brand Saga offers various types of services and products, from insurance policies to travel or magazines, to consumers who have entered their mature years. However, they are reluctant to use them because they never feel old enough to make a purchase. As Matt Atkinson, the executive manager at Saga, stated for the mentioned magazine, in one focus group, an 84-year-old respondent said he does not feel anywhere near old enough to use their products. However, this respondent is certainly not the only one with such a stance. People do not want to hear that they are old and that they should now use some other products and services because these ‘ordinary’ ones are no longer for them. Therefore, Atkinson decided to roll up his sleeves and undertake a complete rebranding to make Saga’s products relevant to consumers who are 50 or older. Part of that strategy is the relaunch of the Saga magazine, which, as promised, will be much more modern, and its content will be published across various digital channels. To illustrate what truly bothers him, Atkinson recalled for Marketing Week a brilliant magazine cover featuring Al Pacino that was published before he took over the company. The cover was exceptional, but the ad published on the front page was not. Namely, it advertised a lift intended for the elderly and infirm who cannot climb their own stairs at home.
