NEWS20 June 2014
UK — Research shows the older generation considers themselves excluded from most brand communication with only 4% over the age of 50 feeling advertising is aimed at them.
The study from 50-plus community, High50 in partnership with Research Now, found only 11% of respondents feel brands are interested in them and one in five feels ignored by marketing. Among the brands that do resonate with this age group M&S, John Lewis and the BBC were cited as speaking most to this audience with Apple, Samsung and YouTube the least. Ninety-five per cent said technology brands didn’t target them at all and the majority ( 66%) thought most advertising was aimed at 16- to 34-year-olds. This is despite their spending power.
And this age group is enjoying their lifestage; they claim to have more time to do the things they enjoy ( 48%). The research found that 71% of people over 50 feel positive about their age, rising to 78% among 60- to 64-year-olds.
Technology giants Apple, Samsung and YouTube were among the brands that the 50+ group felt targeted them least, despite 57% saying they enjoy technology.
James Burrows (pictured), co-founder and CEO of High50, said: “The study highlights a vast disunity between advertisers’ targets and those with any spending power. Sixty-seven per cent of those with children aged 21+ still living at home support them financially, yet our most economically powerful generation is one that is largely ignored by advertisers. Existing preconceptions about the over 50s is significantly out-dated, and it’s time we acknowledged that for many, becoming 50 is the start of the better half of their lives.”
Research Now spoke to 1305 people between the ages of 50 and 64 in May 2014 for this research.