The Key to Advertising and marketing to Older Folks? Don’t Say ‘Outdated.’
New York Occasions
By Corinne Purtill
Dec. 8, 2021
… In distinction, longevity specialists stated, immediately’s simplest advertising and marketing campaigns concentrate on the precise wants a services or products addresses, and the approach to life of the particular person shopping for it — ideally with out explicitly mentioning age in any respect.
Quiz: Who/What’s older?
previousguys within the video
b) the recommendation proffered
Reply: b. The
previous guys are older. They had been more-than-likely born earlier than 2003:
Promoting to Child Boomers (Half I): Mentioning Age
Revealed on: Could 19, 2003
…. When you find yourself focusing on any market, age is one in all many elements. However this doesn’t imply campaigns ought to point out age. Promoting geared toward Child Boomers with themes similar to ‘Since you’re older,” or “Really feel (or look) younger once more” might be jarring to the senses … The subtext could indicate a particular age vary, however there may be hardly ever a must level it out …
So far as the opposite information and recommendation within the NYT article (spending energy, life levels, specializing in the product, blah, blah) – all have been lined advert nauseam by Yours Really and others during the last nearly twenty years. I’d hyperlink to dozens of examples from my ebook, weblog – however I’m too previous to do it proper now.
I’m additionally too drained to lace up and head out for a gradual run. I would like a nap.