To be honest, there is nothing that new in this report. Its research base is 250 interviews with the 50+. If you study the older consumer marketing you will have encountered most of the findings before - probably more than once.
I should be delighted to see an increased interest in marketing to older consumers. For the past ten years I have been pleading with companies and agencies to face reality and dump their obsession with youth centric marketing.
This report, from Friends Provident and created by the Future Foundation, looks at the workforce of the future, through the eyes of three groups: those over 55, new graduates and the ‘sandwich generation’ who are balancing the dual demands of young children and ageing parents. It is the second of their reports and speculates how things on what life will be like for your average worker in of 2020.
Alex Gibson invited me to Dublin to talk to a meeting of The Pudding Club. Not an offer I could refuse. The idea behind this club is that after a long day in the office marketers can socialise – drink a glass or two of wine – have a bite to eat and listen to a speaker talk about a specific area of marketing. No formality, no PowerPoint. Just listen, discuss, socialise, have fun and hopefully learn something new.
IMMN is a group of consultants and agencies that focus on the 50-plus market. I was asked to speak at the organisation’s first Webinar together with Todd Harff (US) and Gill Walker (Australia). Despite
some technical glitches – like the hotel where I was staying having a
broadband blackout and Gill not being able to control her presentation
I have worked with Jo Rigby, the head of Insights at OMD, to research the way that different lifestyle groups of the 50-plus respond to advertising creative. If you are a member of WARC you download the report. For those of you who are not, you can apply for a trial membership and hopefully access the report.