Demographics in advertising and marketing are everything. The company that wants to market to a certain demographic organises its entire marketing campaign around it. The entire campaign speaks to that demographic and no one else.
However, some people think that a certain demographic is being ignored in this day and age. That demographic is the over 50s age-group. The argument is that branding and marketing is entirely missing them out of the equation. Is this true, and if it is, does it really matter?
It does matter for one clear reason. The over 50s age-group has more time and money at their disposal. This means they can spend more money, and they can spend more time using products that are on offer. So this is a very viable market, and one that companies may do well to work towards branding their products and services to.
Technology companies are probably the biggest culprit here. Technology companies and consumer electronics companies don’t often market their products to this particular age group. Perhaps there is one good reason for this, and it is that this particular age group doesn’t use many of these products.
Maybe this is true. However, this age group does have the money to pay for these particular products, and that may well be worth thinking about if you create products and services in that particular industry.
Some major supermarket brands do actually speak to the over 50 age group. The more traditional supermarkets and retailers definitely speak to this particular age group. This is because they have a wider range of products that would benefit people of all ages, including this age range.
But it’s the more specific and niche companies, and companies that produce products that younger people use that are simply ignoring those who are over 50 years of age.
Perhaps one of the biggest brands in the world that is responsible for ignoring this age group is YouTube. YouTube is a brand, and it contains lots of marketing, both for itself and for other advertisers. People over 50 feel that the services here are not relevant to them, and that even if they did use the service, they wouldn’t feel welcome on it.
YouTube is not looking like it will change this situation any time soon. Instead, it continues to aim marketing at younger people, and encouraging content from younger people.
It’s a perfect example of a modern brand that is ignoring the over 50s age-group.Brands need to take notice of the problem. This age group is wealthier and more time rich than any other. If a brand is able to tap into this, then there is a whole new market to derive income from.
It does mean using marketing that is specific to that age group. Look around at the moment and you’ll find very little evidence of this kind of marketing. Hopefully this situation will change in the years to come, but for now, this is an age range that is blissfully invulnerable to modern marketing.