Drop the pity – women over 50 are wealthy, savvy and happier than ever
Too often, marketers patronise older shoppers and mark them as past their sale-by-date. But as Bauer Media’s Jane Waterhouse points out, today’s defiant generation are not growing older, they are simply growing.
“Wait a minute,” the client interjected, stopping the presentation.
“We don’t want old people in the ad.” Bemused, the publisher pointed out the age group the product was targeting.
Jane Waterhouse, general manager of Bauer Media’s Story54, talks on stage at Mumbrella360 2019
Thanks Jane – or should I say Jane of Arc. We have been talking about this topic for years and it’s finally getting traction with advertisers and the media – thank you for lighting another fire. One of our recent campaigns targeting middle-aged women was really successful with an integrated campaign thanks to AWW https://www.evergreenam.com.au/portfolio-item/feros/
For readers interested in some practical tips
https://www.evergreenam.com.au/resources/what-women-want/
Love it !
Love it Jane, well said and well done!!
Nothing beats the experience, know-how, network and knowledge of the 50+ worker/business-owner.
In fact the average age of SME owners is 56, so there’s another lucrative demographic that the “marketers” are not connecting with!
Well said Jane,
As an ad industry executive over 50 and also an active consumer, it is both incredibly refreshing to be invisible in some ways, (happily wandering the streets of big cities and not feeling self-conscious nor leered at any more, also to be able to speak my mind without fear of looking naive or inexperienced), but then find as a consumer that advertising doesn’t reflect who I am or what I want (most either filled with smiling vapid young things who I don’t aspire to emulate, or as you mentioned beige suited, grey haired retirees, ditto).
By the way I’m currently in the market for new work clothes, a travel case, a rug or two, a new sofa and some great birthday presents for my sister and sister in law (both 50-somethings) and yet can’t recall seeing any relevant ads offering any of those things in any media location that I consume…..
Would both creatives and media planners take stock please.