Features

Marketing in the age of agelessness | Mumbrella360 video

Many of the purchasing decisions made by the over 50s market are made in spite of advertising says Nick Richardson, partner at Fifty Not Out, when introducing this panel from June’s Mumbrella360 conference.

Josie Tutty

October 3, 2017 4:00

According to Richardson, fewer than 10% of marketing and advertising staff are over 50, and in some places that number is closer to zero.

It should come as no surprise, then, that “nine out of 10 people over the age of 50 don’t believe advertising is targeted to them, does not engage them and is not for them.”

Be a member to keep reading

Join Mumbrella Pro to access the Mumbrella archive and read our premium analysis of everything under the media and marketing umbrella.

Become a member

Josie Tutty

Josie Tutty was Mumbrella's deputy editor. She worked on the publication between 2017 and 2019. She's previously written and edited in the UK for Jungle Creations and Trinity Mirror.

Topics

Brigitte Warne Fifty Not Out Jeff Sanders Laura Demasi Mark Richardson Mumbrella360

1 COMMENTS

Paul Eveleigh 4 Oct 17

“According to Richardson, fewer than 10% of marketing and advertising staff are over 50, and in some places that number is closer to zero.
Explains why ads aimed at the over-50s lack empathy.
No empathy, no sale.

User ID not verified.