The 50-Plus Market: Why the Future Is Age-Neutral When It Comes to Marketing and Branding Strategies

Contents......Page 6
Foreword......Page 10
Acknowledgements......Page 12
Introduction......Page 14
1\rMarketers on marketing to\rthe over-50s......Page 18
IS THERE AN ISSUE?......Page 19
DOES THE WILLINGNESS TO TRY NEW BRANDS\rDECLINE WITH AGE?......Page 20
OLDER PEOPLE ARE LESS RESPONSIVE TO\rADVERTISING THAN THEIR JUNIORS......Page 22
APPEALING TO OLDER CONSUMERS\rALIENATES THE YOUNG......Page 23
HOW WILL MARKETING ADAPT TO THE POWER OF THE OLDER CONSUMER?......Page 27
WHAT’S THE RELATIVE IMPORTANCE OF THE\rAGEING POPULATION?......Page 28
WHAT KEY MESSAGES CAME FROM OUR\rINTERVIEWS?......Page 30
PEOPLE WE INTERVIEWED......Page 32
2\rThe future is getting old(er)......Page 34
MARKETING 101......Page 35
THE OLDIES ARE COMING......Page 37
NICE GRAPHS BUT SO WHAT?......Page 40
FOLLOW THE MONEY......Page 41
NICE GRAPHS BUT SO WHAT,     PART 2?......Page 44
FUNDING PENSIONS AFFECTS CONSUMER\rSPENDING......Page 45
THE ‘CHARMED GENERATION’......Page 46
NICE GRAPHS BUT SO WHAT,    PART 3?......Page 52
‘GENERATION BROKE’......Page 53
THE MARKETER’S TESTIMONY......Page 55
IMPLICATIONS FOR THE MARKETER......Page 58
SUMMARY......Page 59
THE TOP FIVE ALL-TIME FAVOURITES......Page 60
STRONG CONTENDERS FOR BEING ALL-TIME\rFAVOURITES......Page 65
OTHER ASSORTED ARGUMENTS......Page 67
HOW AGE-NEUTRAL ARE YOU?......Page 69
IMPLICATIONS FOR THE MARKETER......Page 72
SUMMARY......Page 73
A YOUNG AND OLD WORLD......Page 74
IMPLICATIONS FOR THE MARKETER......Page 92
SUMMARY......Page 95
HEALTH......Page 96
BRAND THEORY......Page 101
BRAND RESEARCH......Page 104
TECHNOLOGY......Page 108
EMBRACING CHANGE......Page 111
WANTING NEW EXPERIENCES......Page 112
FINANCIAL SECURITY......Page 114
THE AGE-NEUTRAL CONSUMER......Page 116
THE MARKETING BOTTOM LINE......Page 117
IMPLICATIONS FOR THE MARKETER......Page 118
SUMMARY......Page 119
KEEP SIGHT OF THE OBJECTIVES......Page 120
50 IS JUST A NUMBER......Page 122
SEGMENTING BY AGE......Page 123
SEGMENTING BY CONSUMER LIFESTYLE\r(PSYCHOGRAPHICS)......Page 137
OTHER SEGMENTATION FACTORS......Page 148
HOW WELL DO YOU SEGMENT THE OVER-50s\rMARKET?......Page 150
IMPLICATIONS FOR THE MARKETER......Page 151
SUMMARY......Page 154
QUALITATIVE RESEARCH AND\rGEODEMOGRAPHICS......Page 158
SEGMENTING OLDER CONSUMERS......Page 160
THE FORMATION OF ‘GREY’\rNEIGHBOURHOODS......Page 167
APPLYING GEODEMOGRAPHICS......Page 170
SYSTEMS FOR PREDICTING AGE......Page 171
THE CHANGING PROFILE OF\rGEODEMOGRAPHIC CLUSTERS......Page 173
IMPLICATIONS FOR THE MARKETER......Page 174
SUMMARY......Page 176
8\rThe rules have changed......Page 178
SIMPLISTIC AND CONFLICTING ADVICE......Page 179
THE REALITY OF THE SITUATION......Page 180
AGE-NEUTRAL MARKETING......Page 184
IMPLICATIONS FOR THE MARKETER......Page 186
SUMMARY......Page 187
CONSTRAINTS ON CHANGE......Page 188
ACHIEVING CHANGE – CORPORATE\rMANAGERS......Page 192
ACHIEVING CHANGE – MARKETING......Page 197
OBJECTIONS TO CHANGE......Page 200
IMPLICATIONS FOR THE MARKETER......Page 202
SUMMARY......Page 203
WHAT IS AN INTERACTIVE CHANNEL?......Page 204
MYTHS ABOUT TECHNOLOGY AND AGE......Page 207
FACTS AND FIGURES......Page 209
OLDER WOMEN GET THE INTERNET HABIT......Page 218
THE OVER-65s MISSED THE DIGITAL\rREVOLUTION......Page 219
EDUCATIONAL BACKGROUND DETERMINES\rLEVELS OF INTERNET USE......Page 220
AGEING AFFECTS HOW YOU USE\rTECHNOLOGY......Page 221
WE LEARN ABOUT USING TECHNOLOGY IN\rTHE WORKPLACE......Page 225
IMPLICATIONS FOR THE MARKETER......Page 227
SUMMARY......Page 230
11\rInteractive media for older\reyes, hands and minds......Page 232
WHAT’S THE PROBLEM?......Page 233
THE FIRST STEP IS TO TAKE IT SERIOUSLY......Page 234
OLDER EYES, HANDS AND MINDS......Page 236
WHAT CAN GO WRONG?......Page 240
BE SYSTEMATIC......Page 242
THE NEED FOR RESEARCH......Page 245
THE IMPORTANCE OF TESTING THE CHANNEL......Page 246
ACCESSIBILITY IS PART OF THE SAME\rSPECTRUM......Page 248
DON’T FORGET THE TELEPHONE......Page 250
IMPLICATIONS FOR THE MARKETER......Page 252
SUMMARY......Page 254
THE FORGOTTEN AUDIENCE......Page 256
CREATIVE STRATEGY V MEDIA STRATEGY......Page 259
RECOGNIZING THE DIFFERENCES......Page 260
INTERGENERATIONAL COMMUNICATIONS......Page 263
MEASURING SUCCESS......Page 264
EXCITING TIMES AHEAD......Page 265
IMPLICATIONS FOR THE MARKETER......Page 266
SUMMARY......Page 267
WHY IT’S SO DIFFICULT......Page 268
SOMETHING IS WRONG......Page 269
OPTIONS FOR THE CREATIVE AND MEDIA......Page 270
THINGS TO CONSIDER......Page 271
THE AGE-NEUTRAL CREATIVE......Page 278
IMPLICATIONS FOR THE MARKETER......Page 281
SUMMARY......Page 283
THE TIPPING POINT......Page 284
IT’S A YOUNG AND OLD WORLD......Page 287
SCHIZOPHRENIC ABOUT OLDER WORKERS......Page 290
IT IS NOT LOOKING GOOD......Page 292
IMPLICATIONS FOR THE MARKETER......Page 295
SUMMARY......Page 297
Appendix 1\rOlder eyes, hands and\rminds......Page 298
Appendix 2\rA website audit for\rage-friendliness......Page 304
Appendix 3\rQuestions that test a\rcompany’s age-neutrality......Page 316
Appendix 4\rDetails of OMD’s market\rresearch programme......Page 318
Index......Page 320
Further reading from\rKogan Page......Page 332