Growing older is getting cooler
Growing older is getting cooler
According to the marketing industry, growing older is getting cooler.
Madonna is the poster girl for the 50-something generation as she enters her fifth decade in August looking as well toned as when she launched her career in 1982. Consumers in this age group are not prepared to grow old just yet and marketers are finally starting to recognise this.Barclays Wealth is surfing the age wave with press ads showing a wet-suited man of advancing years striding from the sea clasping a surf board, greying hair bunched in a pony tail, eye sockets scored by wrinkles. Dove memorably used a 96-year-old model in its “Real Beauty” campaign and L’Oréal employs mature actresses such as Jane Fonda, Catherine Deneuve and Andie McDowell (50 this year) in its ads.
The over-50s are an increasingly powerful group, owning 80% of the UK’s wealth, and they will make up more than half the adult population by 2020. In many cases they have more time and money than ever, as their children have left home. They are prime consumers of financial and travel products and hobby services, such as investment schemes.
Monday, 12 May 2008 10:48