Age-resilient strategy
Bradley Schurman
Strategic Foresight // Demographic Change // Inclusive Design // Author of THE SUPER AGE: DECODING OUR DEMOGRAPHIC DESTINY (Harper Collins) // Founder and CEO of The Super Age // 40OverForty
Following a recent keynote, an audience member asked me why companies were still producing ageist advertisements that belittled and marginalized older adults. My answer was simple: those tactics still work, at least for now. However, those days may be numbered, thanks to a massive demographic and wealth shift remaking consumer markets worldwide.
In an article for Forbes last year, Charles R. "Ray" Taylor broke the data down by generation, offering a clearer picture of the disconnect. "Spending power of both Gen-X and Baby Boomers is substantially underestimated. Gen-Z (<25), for example, accounts for just three percent of actual overall spending but consumers estimate the figure to be 24%. Meanwhile, Gen-X (42-57) and Baby Boomers (58-76) collectively account for 63% of spending, but are only estimated by consumers to spend a combined 37% of total expenditures."
Now, engaging older consumers may not sound sexy. However, it can have a multiplier effect on brand loyalty and advocacy. A Journal of Consumer Marketing study found that older customers tend to be more brand-loyal than their younger counterparts. By targeting this demographic, brands can expand their direct customer base, which is essential during this period of demographic change, and leverage these consumers as brand advocates within their networks, amplifying reach and influence across generations.
Age diversity in advertising also resonates with broader consumer expectations for authenticity and representation, including among younger adults. 尼尔森 reports that 62% of consumers prefer to buy from companies that stand for diversity and inclusion, indicating that age-inclusive marketing can enhance brand perception and loyalty across all age groups.
So, when you or your agency is putting together its next campaign, it should rethink how it approaches older consumers. Leaning into ageist tropes is lazy and could negatively impact your brand. Ignoring older adults could put your bottom line at risk.
How Gen Z Is Becoming the Toolbelt Generation (Wall Street Journal)
More young workers are going into trades as disenchantment with the college track continues, and rising pay and new technologies shine up plumbing and electrical jobs
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By 2050, it’s projected only a quarter of countries will have above-replacement fertility rates; by 2100 there will be just six: Chad, Niger, Somalia, Samoa, Tonga and Tajikistan
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Third Chapter Living Innovation
7 个月Bradley Schurman great insight on consumer spending vs. advertising expenditures. I think as more of us redefine life in our third chapter this will change and more marketers will realize the value of the Gen X and Boomer consumers.
Elevating Human Intelligence on Global Top 3% Podcast ‘Chief Change Officer’ | Ray Dalio's PrinciplesYou and PrinciplesUs Partner | Former TCW Asia CEO Managing Billion $ Fund
7 个月I can't agree more with this statement -- "GenX and Baby Boomers are often underestimated, and GenZ's impact is almost always overestimated."
Social Gerontologist focused on creating and implementing programs for intergenerational communities and companies as well as focus on the 50+ marketplace.
7 个月As always, spot on data which help inspire and motivate!
New Way Forward & Paul Long Productions
7 个月In terms of advertising to an "older" demographic, it is stunning how many brands and product ads I resent due to their editorial. Creative directors (typically young) just go with the old assumptions, presumptions and stereotypes. So here you are trying to sell to me or establish brand loyalty and instead, you're alienating me. While, as you say, it may still work, aligning with me will work as well, if not better, and for the long haul by establishing and deepening the brand relationship. I will appreciate you more. A simple solution is to have someone with marketing/brand experience on the creative team who understands these groups and...wait for it...is a member of that group (BTW, just doing focus groups is not good enough because you undoubtedly will not get an appropriately diverse and representative cross-section). Having been on creative teams, I can tell you it's much easier for an older me to come up with successful creative and editorial for an audience younger than me than it is for an older group. Nevertheless, I would insist on having people on the team who are a part of that younger demographic.
Award Winning Nurse, aginginplace.com, Speaker, Podcast Guest, Author of The NEW BOOK, The Senior Real Estate Market, also Women, Aging & Myths, and the Journal Series WHAT I WANT YOU TO KNOW ABOUT AGING.
7 个月Bradley, solid points that you’re making here. The challenge is demographic silos in marketing. For example this radio station in Portland (ground Zero for “enlightenment”) KINK 101.9 was started by Baby boomers decades ago, was hip and happening in Portland. Now Millennials are running the show and it mainly targets that urban hipster demographic. Boomers I talk with are no longer listening, I heard this from my neighbors and other cohort similar colleagues. So, ageism isn’t on the marketing staff radar and is a blind spot. Give this Rolling Stone promotion a listen (it’s cringe worthy): https://www.dhirubhai.net/posts/aginginplace_ageism-aging-marketing-activity-7180241222685405185-uo8T?utm_source=share&utm_medium=member_desktop