Brands should not underestimate the influence of design aesthetics as a contributor to both bad and good moods. Marketers could do worse than reflect on both the substantive and affective trials of those aged 35 to 55 and find ways to contribute positively to both. I have found two articles that you may find really interesting about marketing to the middle age market which is sometimes forgotten. Just because somebody is over 40 doesn’t mean they wouldn’t want your product or service. A lot of the marketeers in their 20s, forget this age group in their social media campaigns targeting the 18-35 bracket or the over 70s in their direct marketing.
The opportunity is certainly there. Midlife is a brands golden opportunity, where almost every imaginable category is represented. Which age group would walk out of a supermarket with a bottle of Calpol, a bottle of Baileys and a bottle of L’Oréal root touch-up in amongst the veg, fruit and groceries in the heaving trolley? With the intelligent marketer needing to first recognise the psychology behind these consumers, then ask what their brands can do to help.
Brands are ignoring or irritating a vast swathe of the UK population by failing to target over-50s effectively, which is a massive missed opportunity given they have far greater spending power than younger consumers. There are more than 23 million people aged over 50 in the UK, they are not the grey brigade that they are portrayed, think of Madonna, Mary Berry, Jennifer Aniston, Cindy Crawford, they are still icons in their own fields and have youthful attitudes to life.
To read the full articles in Marketing Week : It’s midlife consumers who most need brands’ love and Stop defining over-50s by age alone or risk long-term brand decay
#branding #over50smarketing #marketing #socialmediaat40