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| images multimedia, canadian models, housewife gallery , sustainable, advertise, sports statistics, think progress, toronto boutique, studenttravel information & discounts, boys, older women movies , | Much as most people don't poser want to grow old, older people are not considered to be very exciting. The marketing and advertising industries are often dominated by young people who are not interested or focused on their parent's generation. poser "We are in a poser society where there is strong preference for young people," writes Jean Paul Tréguer, founder of Senior Agency, an advertising consultancy for seniors, on his company's website. "Large worldwide corporations like Coca-Cola, Walt Disney, Sony and Nike were born in the 20th century, and they contributed to define the core target for advertising as 15- to 35- year-olds. Today, people in marketing, advertising and television still address the youngest consumer possible to build up loyalty. But this method ignores the fact that consumers age and one day they become completely out of phase with this style of product or its communication. |
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| While these “seniors” are more active and spendthrift than ever before, 86 percent feel that studenttravel information & discounts advertising isn't aimed at them. This isn't a mere feeling, it's fact: according to a report published in the Economist magazine in 2002, companies still spend over 95 percent of their marketing and advertising budgets on studenttravel information & discounts the under-50 age groups. "Marketing for seniors is definitely behind the European age pyramid," says Frédéric Serrière, head of Senior studenttravel information & discounts Strategic consultancy and author of several books on marketing for seniors. "There is a growing awareness that this market is important, but people don't think they have to look into it now. It's going to take some time." So why are companies not taking greater notice of this valuable market? Our youth-obsessed society doesn't help. |
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