The headline in today's FT says "Rift grows between old and young - Chancellor continues to shelter older people from austerity measures."
What follows is a pathetic attempt to construct an argument to justify the headline claim. It is worth marketers understanding the technique the FT attempts to employ. When done well it can be very effective - when done like this it is beyond contempt.
Dick Stroud Financial Times print journalism age data analysisMarvellous. Fantastic. Terrific. I thought I was in a minority of one, as somebody who gets frustrated at the waste of time when the supermarket I shop at decides that for my benefit it is going to change the layout. I muse to myself that some silly sod in their HQ has latched onto the latest theory of retail layout and is thinks that by putting the milk where the dishwasher tablets once were it is going to make my life easier.
Dick Stroud retail retail formats retail designThis week I spent some time in one of the largest advertising agencies in the UK. I always love going to agencies. There is a lot of energy - people rush around - there is a lot of laughing. How could you not find that motivating. The downside, for the agencies, is that the people that work there are, with very, very few exceptions, half the age of most of the people that buy the products they are trying to promote.
Dick Stroud advertising agencies age grey aging population academiaYesterday I was reading an article in the WSJ titled: "Aging and Broke, More Lean on Family." Much was made of research from Pew about the increase in multigenerational households because of the inability of older people to afford to life alone. The article is behind a paywall - don't worry - it was long on anecdotal stuff and short on detail.
Dick Stroud family generations households lifestyle wealthThis week I had a coffee with David Sinclair of the ILC. He was telling me about the competition he was asked to judge about apps that could assist the lives of older people.
He has written a blog posting about the winners and there is also this great video explaining what the apps do. I reckon they are brilliant.
grey apps Dick StroudThe CIM (Chartered Institute of Marketing) has put the cat amongst the pigeons by suggesting that marketing should become part of sales. This has got Marketing Magazine all hot under the collar.
This has nothing to do with older consumers but I do know the guys at CIM and have taught courses for them for longer than I care to remember.
Dick Stroud marketing salesA few weeks back I was a speaker at an ageing business conference in Singapore.
More so than usual I gained a great deal from meeting the other speakers and spending time in one of the world's most vibrant economies. A fantastic (and horrifying) reflection on what is happening closer to home.
Dick Stroud grey segmentationHave you ever had that feeling that things are not what they seem? You know, out of the corner of your eye you get a glimpse of a reality that disappears in a flash. The world seems to jog along OKish but you know that something is wrong – horribly wrong.
consumption habits crisis Dick Stroud economics grey wealth
