Age discrimination in the Sunday Times
In the editorial page of the Sunday Times yesterday (Final Word – Over the Capital Hill), some somewhat curious comments were made about growing old “with dignity”.
These comments were led by the fact the writer feels it inappropriate that President Obama should play basket ball and wear a baseball cap. This is seen as trying to be “hip”. It seems the 12 stitches he received were a “wake up call….for anyone nudging 50”.
Apparently, according to the writer, “A man must know when it is no longer appropriate to wear denim. A woman should accept that short skirts have a short shelf life. At some point the comb-over must go……at some significantly earlier point, it is no longer acceptable to enter strictly”. (Does anyone know what a comb-over is?).
Look around. Many older men look great in jeans (and many younger men awful). Remember Robert Redford in The Horse Whisperer. Well into his sixties at the time, he was hardly the “butt” of any jokes about being too old to do denim. Clint Eastwood looks pretty good too, but most people would comment on his acting and directing talent. The wearing of shorter skirts depends more on your legs than your age. And continuing to exercise is one of the most important things you can do for well being all through your life, no matter how old you are. As for Strictly, two of the best dancers have been Pamela Stephenson (60) and Felicity Kendall (64). And who holds the entire live TV show together, that youngster Bruce Forsythe.
Frankly, I’m surprised to see such ageism in the Sunday Times, especially when you consider that its proprietor, Rupert Murdoch, is no spring chicken himself yet still the active head of a vast, international media empire. I just hope for this journalist’s sake Rupert was too busy over the weekend to read this nonsense. Age comes to all of us, and we should all continue to enjoy life to the full.
UK Age Research Forum; research into wealth and age
There was much to take in at the UK Age Research Forum, ‘Promoting the Collaboration of Age Research,’ which took place on 29th September. Of general interest were the papers given by the two keynote speakers. The first was Professor Sir Michael Marmot, Director of UCL International Institute for Society and Health. Sir Michael introduced us to ELSA – the English Longitudinal Study of Ageing. The findings and data from this fantastic longitudinal study are open to all, and reports can be found at http://www.natcen.ac.uk/elsa/docs/findings.htm. One of the many key findings from the survey is that the best predictor of longevity is not age – but wealth. This means accumulated wealth; including savings, pension and property. “The impact of socio-economic circumstances is more important than age.” There is obviously a relationship here with education and profession (the least numerate are the least likely to have savings and a pension). But it adds dramatic evidence to the adage that poverty kills.
This theme was further reinforced by the second speaker, George Magnus who is Senior Economic Advisor to UBS Investment Bank (and author of ‘The Age of Ageing’). We are now in a historically unique stage of longevity and weak fertility. That means we have the phenomena of ‘rising dependency’, with more people reliant on a smaller workforce, and the decline of the ‘demographic dividend’ (which has resulted in rising consumption, rising savings and general well-being). This means that the continued employment of older people over 50 is absolutely critical to the economic well-being of both the country and of individuals – especially older women who suffer from poverty in particular. Employment would mean older people continuing to contribute to the economy (NI, taxes, being active consumers), of having a better quality of life in every respect, and not being dependent on others. George Magnus argued that a central goal of government must be to create jobs for older (and younger) workers, but there is currently no government strategy to develop new industry, to take up the slack from the public sector, or to retrain. On the basis of the latest research findings about the detrimental impact of poverty on the quality and longevity of life, this makes the challenge even more fundamental.
Top 10 tips for marketing to the older and wealthier market.
1 Many older people seek experiences, and do not want to be just spectators. They want to do, not just see.
2. When they want an experience, they want a top notch experience. And, more than most, they will pay for it.
3 Appeal to their core values and motivations. Don’t underestimate those, or stereotype them because of their age.
4. Don’t forget sensory experiences, and the importance of entertainment or fun. It should not be too hard work
5. They like products and services that save time.
6. They also like value for money. They do research before they buy.
7. Marketing should be honest and authentic; avoid hyperbole.
8. Word of mouth referrals are important. Old fashioned social networking
9. They want a rational as well as an emotional benefit
10. Don’t use chronological age to predict who they are and what they’ll do. Don’t assume they are all the same, don’t stereotype
Jane Miller’s musings on ageing well
Learning how to age well is one of the challenges of getting older. A new book reviewed by Katharine Whitehorn in the Observor on Sunday 29th August, Crazy Age: Thoughts on Being Old by Jane Miller, reveals there is much more to old age than fraility and loneliness. For many people, who put their head in the sand about getting older, this book shows there is less to fear and much to look forward to. As we age we do have to adjust to some losses, but we also gain much in terms of new experiences, a maturing outlook and perspective, and the development of a different mind set about what matters in life. http://www.guardian.co.uk/books/2010/aug/29/jane-miller-on-old-age
Over 70′s on trial? Discrimination in the law courts
According to the Times yesterday (10/08/10) the Council of Judges have said that anyone over the age of 70 should not be able to sit as a juror.
The fact is that many people over 70 live a full and active life, are engaged, eloquent and sharp as a button. The Times lists many people who have met these criteria (the Queen, Mandela who became president of South Africa at 75, PD James, Einstein, Churchill, Picasso and Matisse, and Warren Buffet to name but a few). It seems perfectly reasonable that those who are not in the best of health, or who lack mobility, might opt out from this duty. But it makes equal sense that those who want to engage, are probably already active in their community, and are more likely to have the time to do Jury service, should have the right to participate. And what of the wisdom that we hope imbues our justice system? In his book ‘The Healthy Ageing Brain’ (W.W. Norton 2008),the psychologist Louis Cozolino describes some of the latest findings from brain research, comparing the ‘adaption characteristics’ of younger and older people. He describes those of the younger brain as being; energy, enthusiasm, and new ways of thinking. While the adaption characteristics of the older brain are patience, perspective, emotional stability, optimism, and empathy. Wisdom indeed, and qualities which should be welcome in a court of law.
Melanie Haslam; Wise Branding
Over 50s Market Research, Marketing to older people
Wise Branding is a market research and planning company dedicated to the marketing and communication needs of the over 50s.
Older women and cancer treatment – age discrimination
The latest research shows that older women are being discriminated against for breast cancer. A research survey in Oncologist, reported in June 2010 among surgeons and oncologists, shows that older women are at risk from being excluded from drugs and surgery, and are getting “sub-optimal care” for early breast cancer at a time when treatment is critical. Breakthrough Breast Cancer said that 16% of over 65’s receive chemotherapy, compared with 77% under 50. This is despite the fact that the incidence of breast cancer increases with age. The Oncologist called on the National Institute for Clinical Excellent (NICE) to set minimum standards for older women. This is part of a general trend; in April 2008 the Healthcare Commission found that in 4 out of 6 mental health trusts examined, psychological therapies were largely unavailable to the over 65’s, partly because resources were prioritised on the basis of age.
Marketing to the over 50’s? Consider segmentation
Marketing to the over 50’s? Market research for segmentation models is even more important than for younger audiences. Older people are more individual and less tribal, economics are more complex, disposable income and lifestyles varied, and health is a critical variable too. But what about attitude? One of the most discriminating variables is attitude towards life. Those who have a positive attitude, whatever the circumstances, are more engaged and involved with life. Those with a less positive attitude are more withdrawn, more isolated, and potentially depressed. Another key variable in market segmentation is how much people ‘explore’, keep busy, and engage in new activities. Neuroscience is supporting those findings. Scientists now believe that too much monotony and routine, and lack of stimulation, has a detrimental impact on the development of the brain. Whereas when the brain is focused and stimulated it helps build neural pathways keeping the brain younger and more alert. So as you age, change your routine, do something unexpected, and keep learning
New marketing figures for online usage by the over 50’s
Hot on the tail of our blog yesterday about marketing to the over 50’s, comes new market research about the over 50’s, reported in Brand Republic. “Almost two million more Britons are online than last year. Figures have swelled from 36.9 million in May 2009 to 38.8 million in May 2010, research by UKOM reveals. Those aged 50+ now account for 31% of total people online. Men over 50 were responsible for most of this growth, accounting for 722,000 and 38% of new internet users followed by women who accounted for 284,000 and 15% of new users. The new 50-plus internet audience find health, video and community the most interesting sites with 89% of health check website, RealAge’s, in that age bracket. Meanwhile over 80% of video site Flixxy is over 50 followed by 78% of Saga’s site”. So marketing to those in the 50-64 year old age group has a powerful tool to use. But not everyone in that age group can be reached online, which means understanding who you want to talk to, why, and how, is critical.
Online marketing to the over 50’s
Should you consider online marketing if you are targeting the over 50’s? Well it depends who among the over 50′s you want to interact with and why.
Older people are now showing the greatest increase in use and ownership of the internet. Market research shows that more than half of those aged 50 – 65 are now available to online marketing. Those least likely to have the internet, are DE’s, female and 65+. The main reasons are lack of access, lack of motivation and low skills or confidence. A 75 year old was 50 when the internet was publicly ‘born’ in 1986, so unlikely to have developed the necessary skills then. Imagine starting the process now and being faced with a keyboard and mouse for the first time?
It is never too late to learn however. More confident adventurous types have adopted – I spoke to a man who took computer lessons at 90, and is going strong with the computer at 98. And of course the next cohort of 50/60+ consumers coming through will be much more au fait with computers; they were only in their 30’s in 1986. So even if you think the internet is not relevant to your marketing now – it will be in the future.