grey marketing

Older People Don't Trust Finance Companies and Don't Understand the Products They Offer

Most older people don't trust the Financial Services industry. The lack of trust probably is equally shared by the young. This is not telling you anything new.

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Time To Scrap the Idea of a Category Called Technology for Seniors

Technology for seniors – why have a separate category? Laurie Orlov asks this question and comes up with a few answers.

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Brands Still Need To Retool for 50+ Market - So Says J Walter Thompson

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.

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Google's Concept of 'Micro Moments' Is Here To Stay - but It Should Be Used with Care

Spend a couple of minutes of your life reading this interview with the McKinsey guru who is talking about the customer journey and how it relates to Google's ideas about 'Micro Moments'.

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Let's Hope AARP's Influent50 Has More Success than Focalyst

One of the advantages of being in the age business for so long is that you have seen most business models and joint-ventures come and go.

So it is with AARP's new venture in advertising. This is what it says about itself:

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Wondered Why the Person Next To You at the Traffic Lights Looks over 50?

Saga has done some research into the age structure of the UK car travel market.  This is far more than your usual PR market research. It is very well done and mighty comprehensive.

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Why Global Brands Find It So Difficult To Respond to Their Ageing Customers

I have been in the ageing business for at least a decade - probably a bit longer. During that time I have seen a lot of changes to the way companies respond to growing number of older customers BUT I have seen the same old mistakes made time and time and time again.

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Great To See the Interest in Older Consumers but This Is Old, Old News

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.

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Advertising to Older Consumers - Seven Strategies to Consider

Excellent article by Kim Walker in Campaign (Asia Pacific) about ways of advertising to older consumers.

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Great Video of Aging2 and Its Start-up Generator

Do watch this video that shows a really innovative development in the US to create new products and services for older people.

Aging2.0 has its headquarters at the Institute on Aging in San Francisco. What is so brilliant about this is that they have collocated their start-up incubator in a building used by older people.

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