It’s happened again. I have just had one of those conversations with somebody in marketing (male) who made contact with me because I run a website for ‘old’ people.
When I asked why he thought I fitted that particular profile, he said that it was because my website was for women over 50. He thought my readers might be interested in aids assisting them to be able to live independently in their own homes.
He failed to see that few women in their 50s, 60s and 70s had need of these aids, and that certainly at 50 we did not consider ourselves to be old. We were still vibrant, forging new careers, friendships, taking up new interests and travelling.
Why is 50 still seen as old?
Why is it that we are still having to have conversations which need to shift the perception of 50 being old. I was at a friend’s 50th birthday lunch just yesterday – I would dare anyone to have suggested to any of the ladies present that we were old!
As you can probably tell , when someone suggests to me that 50 is old it is a little like waving a red rag to a bull. It also highlights a huge problem for brands looking to engage with us as customers. There is obviously a huge mismatch between what we may want or need to buy and the products and services actively targeted at us.
More training of marketing departments is obviously needed!