“They never look at us, just pass us as if we were not there...”
(Source: Wise Branding)
“There exists a very strong ageist attitude, you are put aside or patronised.
(Source: Wise Branding)
The Problem: why the over 50s have been ignored
Despite the potential this market it has been largely ignored. Instead 90% of marketing and advertising spend is targeted at younger consumers.
The reasons are many and complex, and have to do with cultural, economic and social change, prejudice and social stereotyping, and indeed refusal to confront our own personal fears about growing old.
The fact is, ignored the over 50s have been, and for far too long.
To read an in-depth perspective on this question click here to launch article.
“They think you have lost your marbles by the time you’re sixty”
(Source: Wise Branding)