Article by Ceri Wheeldon
We are the generation with the most spending power, and yet it seems we are largely ignored or misunderstood by companies vying for our money. I think many products and services we may well wish to buy, do exist, but they are sold to us in the wrong way.
Most clothing is modelled by women in their late teens or early twenties – hard to visualise what you yourself would look like in it. Cosmetics and skincare products are promoted by young women with flawless, wrinkle free skin. Conversely, financial and travel products aimed at the 50plus market are often accompanied by images of couples far more likely to be fabulous in their 70s and 80s than in their 50s or 60s.
I have lost track of the calls and emails I receive from marketing personnel wanting me to promote products to ‘old’ people on the Fabafterfifty website – often speaking to me with a tone suggesting I must be very hard of hearing or slow to understand their message in general!
Advertising to the over 50s
So why, at a time when you would think that advertisers would be trying to attract more consumers, do so many manage to turn those of us over 50 away from their products by failing to attract us to what they have to offer. Playtex appointed Ruth Langsford as their brand ambassador and apparently since having Lynda Bellingham front their TV advertising campaign, online retailer Isme have seen sales increase by more than 600 percent!!
So why are more brands and retailers not capitalising on proof of this success? It would appear that advertisers have a long way to go before winning hearts and minds – not to mention our hard earned cash!
What do you think advertisers need to do to win us over?