Fifty-plus Aussies – the great ignored
In this guest posting, Kaye Fallick argues why advertisers need to see the over-fifties market as more than a homogenous grey blob.
A quick win is a mighty fine thing. So here’s a thing or two you might like to consider on behalf of your client or company. There is a large group of consumers, 5.16m to be precise, who are waiting impatiently for someone, somewhere to take them seriously. These consumers are aged between 50 and 75.
And in our recent online survey, 5,402 of them just told us, in no uncertain terms, what they think of advertising directed at their age and stage. ‘Patronising’ was the main comment, with annoying, boring, insulting and irritating other common responses.
It’s enough to make you wonder if the advertising and marketing community has gone out of its way to insult this age group, or if it is simply due to a lack of understanding or quality research. Whatever the reason, maybe a better understanding of what motivates these consumers, where they research and transact and which brands are cutting through, might help.
Indeed, let us not forget that style icon James Bond is 44 years old.
Its rare to see an Aston Martin driver younger than him.
Most creatives are young people are they not? 21 – 40 age group would be 80% at least I think. No wonder its patronising.. they see all 50+ as retired grey haired blobs who eat meat and 2 veggies for dinner and wear grey cardigans..
I agree a lot of advertisers seem to forget there is a lot of disposable money for people 50-65, most of whom are still working and have generally higher incomes than 20 year olds
I guhtI saw the exact same article here about a year ago, and so I did: https://staging.mumbrella.com.au/the-failings-of-marketing-to-fiftysomethings-50665
I guess things haven’t changed since then?
The logical fallacy in this argument is that you are saying that most ads are patronising to older people, but isn’t it the idea of specifically tialoring messages towards this group, what you are advocating, that is the firsts tep in patronisation?
Plenty of ads talk to older people, at the same time as they speak to younger people, gay and straight and bisexual people, white black brown and yellow people. these ads take all people seriously (or not – but in equal measure) – not one group more than others.
Not forgetting that the natural skew of marketing is towards younger audiences because a) they have the potential to be longer-term customers and b) a brand that acts young appeals to everyone – old and young – while a brand that acts old appeals to no-one. I think many brands would realise that a huge % of their sales come from a 50+ audience, without feeling a need to cater specifically to this audience through mass communications, as if they’re special.
It’s hard to take over 50’s seriously when they listen to Alan Jones in such big numbers.
It’s certainly a demographic that could do with much more clever ad targeting BUT It’s important to note the survey you conducted was ‘online’.
In an article not so subtly pushing a demographic that are more technologically savvy than we think, I would assume the results would be significantly different had the survey medium not been online.
This could (would) significantly affect some of the findings… eg “88% will research a product online”. Those surveyed are already online, it’s no giant leap to assume a “hefty 88%” will also purchase online!
What about the rest of the 50+ consumers? Now that’s a study advertisers should really be taking note of. And I’m sure the results will still be surprising!
Yes, yes, yes! I’m 54 and most adverts that think they’re targeting my age group are so way off, it’s comical. I’m cashed up and, apart from sending a chunk of that to charity (who, interestingly, treat my age group with more respect than most retailers) I’m interested in buying travel, wine, entertainment, new technology, music, new furnishings, gardening/landscaping products, clothes and accessories. Most of which I research online. But the advertisers can’t sell me a product that doesn’t exist. Try finding something to wear that’s attractive & sexy for a 50-60 yr old! Similarly travel – I want experiences that entice me out of my comfort zone but aren’t backpacker, or 5-star safe & sanitised. In the world of retail & advertising, your either in your 20s, or your own nanna.
I wouldn’t get too carried away with the media consumption info – it was an online survey and that’s going to skew the results. Especially for the older end of the age range. And no, this isn’t being ageist.
Dan, love your work.
Maybe advertisers know we are not that stupid. How many times would i need to see a KFC ad (and thank you, online SBS, i see it PLENTY!) before I would think, “MMM, I feel like batter on bones!”?
Dopey Dan, do your homework and think of all the over-50s who don’t listen to Jones, or any appreciable amount of radio (avoiding the other clowns as well), who also ignore most TV or are adepts at the mute button and video recorders, with time shifting and fast forward. Get a grip, you patronising dropkick.
It’s hard to take the under 30s seriously when they listen to Vile Kylie and Jackie Ohhhh! And, yes, I’m over 60, cashed up and can’t stand Alan Jones – if I want to be lectured by the ghost of my grade three teacher I’ll go back to primary school.
Zumabeach, are you single??? Grrrr
Hmm, are you female??? I know this isn’t a dating site – but you can’t be too careful. BTW, all the bits still work – well, most of the time. Grrr
nothing worse than a methodologically-flawed survey being used as a platform to flog a strawman
and isn’t it a bit hypocritical to criticise advertisers for viewing over 50s as a homogenous grey blob yet treating them exactly like that for the purpose of this ‘survey’ which lumped them into “consumers between 50-75”.
I wonder how the 50 year olds feel about being treated like they’re 75?
i bet they think Yourlifechoices view them as part of a homogenous grey blob!
embrace the grey . . we’ve nothing to lose
elastic pants and comfy shoes
bin the make-up and finish that cake up
so we don’t buy clocks, or mirrors or booze
we just buy whatever we choose
I only needed to read ‘online survey’ with consumers aged 50-75 to know the rest of the article would be worthless, particularly the data. This kind of thing drives me wild and doesn’t deserve to be published. The data would be unsafe whatever the questionnaire topics covered based on the fact that an online panel sample would not be close to representative for this demographic. To then look at media comparisons when the survey mode makes the data so skewed is completely worthless.
All online panel samples are massively biased towards heavy internet users. You cannot use online panels to make fair comparisons between media particularly when one of those media is the internet.
This is very bad research please do not take it seriously.
We believe opinions of internet users are as valid as opinions as people who are contacted by old technology – landlines – and asked what they think on various topics. We also believe 5,400 responses is a good number, compared to many online polls which quote 150 or 200. Yes, the answers are skewed to those who are online. That’s most of us, I believe!
I went to the Post Office the other day & it was full of old ladies paying their phone bills with envelopes full of cash.
I wonder what the results would have been if I’d surveyed them on their online purchasing habits.
This is exactly what I’ve been trying to get into the heads of TV management but the Peter Pan syndrome is alive and well.
So, I’m putting it out there… I’m a CD/Art Director/Copywriter and I would kill to work for an agency that loved their Boomers like I do.
I know they’d be taking a risk hiring someone from outside of Agency Land but if I’m prepared to jump off the top of my TV tree you know I must be serious!
Anyone???
The way for creatives to overcome this problem is to write to a real person they actually know who’s over 50 — rather than the imagined one that pops up in the imagination — often put there by other advertising. Two offenders are the radio ads for Mercedes and, ironically, the radio ads promoting radio advertising.
“We believe opinions of internet users are as valid as opinions as people who are contacted by old technology – landlines – and asked what they think on various topics”
–> this is fallacious reasoning. The issue isn’t validity of opinion but validity of sampling methodology. The bias in this sample is clear.
“We also believe 5,400 responses is a good number, compared to many online polls which quote 150 or 200. Yes, the answers are skewed to those who are online. That’s most of us, I believe!”
—> the sample size only needs to be statistically significant so 150 or 200 may actually be quite adequate in some situations. Besides, citing other flawed online polls as a justification for your flawed online poll is more fallacious reasoning.
—> the sign off “that’s most of us” clearly demonstrates researcher bias.
I’m sorry but you’ve not demonstrated that yourlifechoices.com.au is suitably qualified to be handing out lessons in advertising. Reliable research is a key subject in the course Advertising 101.
I think “insulting” and “patronising” would be the words any demographic in Australia would use to describe advertising.
It is hardly surprising that we see a dearth of cringe-worthy campaigns trying to communicate to this market. It is a market that will form the greatest percentage of the population in the years to come. It is simply not fair to expect junior teams to ‘imagine’ their way into how this market thinks and feels. As someone north of 40, I find that the current crop of embarrassing campaigns quite simply displays how far they are removed from reaching this market.
Agency teams that encompass a breadth of experience are few and far between. In consulting to a major marketer over the last 10 months and managing the workflow of 4 agencies, this weakness the industry faces has been all too apparent. There are few mentors to lead, guide and grow these young teams and gently pull them back from the edge when required.
In tough financial times with client’s budgets reduced and agency margins under pressure, the immediate solution to maintaining profitability in both client and agencies, is to strip out this breadth of talent resulting in numerous campaigns that quite rightly deserve the beating they receive. Just last week I found myself on the receiving end of such cut-backs and I’m looking for an opportunity to add real value once again.
As Desmond Tutu said: “One of the greatest gifts we can give to another generation is our experience, our wisdom”
As this market segment grows at a rapid rate, a little wisdom wouldn’t go astray.
An upfront declaration of interest. I know Kaye and admire her enthusiasm and energy. Whatever arguments you make about the research being on-line the fact remains that the over 55 market is woefully neglected.
I recently had a project for a pay TV channel looking at this market (or multiple markets) and was astonished at the lack of interest shown by major marketers. One multinational Swiss based food outfit actually said “we don’t have any products for them”. Perhaps a quick review of demographic trends will indicate they should!
Thery have money and are willing to spend it. They are not catered for and they object strongly at being called Seniors at the age of 58!.
maybe it is because most CMOs are under 50 and Brand Manager are still green. Good luck Kaye
BTW I do not like Alan Jones either!!
Well said Rick!
Ditto on Alan Jones.
I prefer the term ‘Elder’ to senior, as it implies respect for wisdom and experience.
Call me Elder Cave.
no one’s talking to me
if an advertiser dared to call over 50’s an ‘elder’ they’d be crucified by Kaye and the other Peter Pans out there
Anonymous is quite right about little old ladies (and many younger ones) still paying their bills in cash at the PO (I’m almost a little old lady and I’ve paid everything on line for years), but one day these oldies will be replaced by ‘newer’ oldies who are computer savvy.
Slight digression, but I agree with Kaye – there’s a huge market out there of older people with money to spend, and nowhere to spend it. Clothing for older people (i.e. without showing mountains of ageing flesh) is hopeless, and as we tend to put on weight when we’re older, sizing is another huge problem. And where to buy such clothing? Most clothing stores aim at much younger people. We’re constantly being told we’re an ageing population, but who’s catering for us – in anything?
A few years ago I wrote a commercial for Meat & Livestock Australia featuring a heavy metal rock band. Back in the dressing room the band took off their make up to reveal that they were all in their early 80’s. The ad went on to describe the benefits of red meat in the diet especially when you get older. It won many awards, but the most treasured was an award for best portrayal of seniors in the media.
Older people are no different to anyone else, they love a laugh and respect intelligent marketing towards them.
How come so many get it so wrong. It’s not that hard.
I have enjoyed this exchange of thoughts and ideas. I think that within it are some basic insights:
The over 55 market is under represented in Australian Marketing generally- not just advertising
This is evident in terms of research, product development, communications and creative
That demographic is a valuable source of sales and revenue
In reality it is not a single market but comprises a wide variety of attitudes, life stages, wants and needs
Some priorities and product categories are of more interest to this group than to other age groups, health and wellbeing, investment, travel included
Those within this broad group are sensitive to inappropriate messages or stereotypes- be it seniors, elders or perhaps even Boomers
Perhaps a bit of common sense can provide some progress. Talk to anyone within this group in a way that addresses their needs and wants, in a language and with imagery that engages them with an offer that is attractive to them and likely to get the desired response.
BUT this applies to any marketing- So why does it seem so difficult to get it right? Lack of interest, lack of insight, the wrong people making decisions and planning and executing communication. Or maybe they just don’t care.
Answer may well be an approach that evaluates what this age group can provide in ROI and then use the most basic thinking to pursue it.
Good one Rick – I think it’s been an informative exchange as well.
And at least it hasn’t descended into the name calling in the Team Joe v Team Matt free-for-all on other pages 🙂
Dan, there are 5.16m people aged 50-75 in Australia.
Alan Jones had an audience of about 160,000 people, about 80% over the age of 50 (and 50% over 65). So his 50+ audience – including those over 75 – is about 128,000 people.
128,000 into 5.16 million is around 2%.
Ergo 98% of Australians aged 50-75 do not listen to Alan Jones.
Not only advertising agencies have to drop their assumptions about older people. So do brands.
Given the graying of Australia I expect this will happen, but organisations who get in first will have an advantage. This should also lead to older people being in higher demand in workplaces. When you’ve only ten years experience being an adult you cannot always as well understand someone with 40 years experience.
For those claiming bias in the survey, I agree that surveys should be conducted via a variety of channels to be valid – over 10% of households no longer have landlines (and marketers rarely call mobiles) and many people will not stop for a face-to-face or attend a focus group.
Indeed all surveys are biased towards people who are willing to answer surveys. How much is that bias? Well, market researchers don’t really know because they’ve never surveyed people who refuse to answer surveys.
However regarding online surveys being biased… Australia’s population is between 90 & 98% online, depending on the survey you prefer. Those online users match the statistically collected demographics of Australians, based on the ABS.
Over 80% of people over the age of 50 are reportedly online – though this has been reportedly as high as 90%, again depending on the research.
So is a survey conducted online only worth dismissing out of hand?
No. No more so than, say, Newspoll, which similarly only uses one channel to collect views.
Yes, there may be bias – towards that 80% of Internet using 50-75yr olds (who may still choose to pay bills in cash at post offices, then go home and watch YouTube and Facebook their grandkids) – but heck bias is what you want for segmentation.
So the survey represents the more connected older people. Aren’t they a group worth selling to?
Otherwise why not put warnings on your ads and products ‘unsuitable for people over the age of 49’, ‘this cash register is a senior free zone’, ‘our store reserves the right to deny service to anyone with wrinkles’.
These warnings may even be less offensive to those 5.16 million Australian consumers that many marketers treat like non-entities. At least they would know where they stood with you!