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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 , | "The image of the character sitting by the fire with a blanket on runway his or her knees is completely gone," says Mike Hayward, direct marketing manager of UK insurance company, Cornhill Direct. "These people have a reasonable amount of money, they are out all the time, having maybe two to four holidays a year. You have to try to use imagery that shows maturity but also an active lifestyle. In a runway lot runway of adverts you'll see a happy older couple on a cruise ship for example. But many are actually single, either through death or divorce these days. It's not easy to get the right balance." So why should brands bother? Improved health and hygiene mean that retirees can expect to live a much longer and fuller life than ever before, once they stop working. In the 1900s in Europe, the average life expectancy was 49 years, whereas in 1990, a 50-year-old could expect to live for at least another 24 years. |
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| While continually following this formula, the marketing people, agencies, and TV channels go to who they see as the easiest target and ignore the rapidly aging population." On top of this, many brands do not want to be associated with strictly senior products. "If an advert is geared towards a senior market exclusively, it often boys harms the product," says Senior Strategic’s Serrière, explaining that a brand may not want to advertise in a magazine geared boys exclusively to seniors for fear of being associated with “old people” brands, which may damage their image. "These brands don't boys want to be linked to other 'senior' products," he adds. But another reason is the complexity of the market itself. The over 50 group are a motley crew with different needs and desires. Getting the right message across to this relatively new target market is not an easy task. |
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