Opinion

Fifty-plus Aussies – the great ignored

In this guest posting, Kaye Fallick argues why advertisers need to see the over-fifties market as more than a homogenous grey blob.

A quick win is a mighty fine thing. So here’s a thing or two you might like to consider on behalf of your client or company. There is a large group of consumers, 5.16m to be precise, who are waiting impatiently for someone, somewhere to take them seriously. These consumers are aged between 50 and 75.

And in our recent online survey, 5,402 of them just told us, in no uncertain terms, what they think of advertising directed at their age and stage. ‘Patronising’ was the main comment, with annoying, boring, insulting and irritating other common responses.

It’s enough to make you wonder if the advertising and marketing community has gone out of its way to insult this age group, or if it is simply due to a lack of understanding or quality research. Whatever the reason, maybe a better understanding of what motivates these consumers, where they research and transact and which brands are cutting through, might help.

For those industries doing it particularly tough, a clearer understanding of the mature consumer presents a golden opportunity to hit those with the money to buy their products, rather than join a race to the bottom exclusively targeting those – the teenagers, 20-somethings and young families – without the ready cash.

Apart from committing the mortal sin of living too long and gaining a few wrinkles) perhaps the real problem the 50+ consumer presents to most marketers is that, from the outside (i.e. 20 or more years younger) those in the second half of life represent an homogenous grey blob, well past their use-by dates, with little to look forward to except funeral planning, incontinence pads and writing a will.

The assumption that ageing automatically equals a state of decline is taken for granted. So, too, the assumption, despite extensive evidence to the contrary, that older consumers are hopeless at technology, too scared to click a mouse or swipe an iPad in case they get scammed or ‘it’ blows up.

But saddest of all is the unstated adland maxim that older Australians are automatically seeking safe, unadventurous or sexless options.

Instead of accusing older Australians of being past-it, surely it’s time marketers realised their own approach to these potential customers is what is well past its use-by date. So here’s a snapshot of some of the opportunities which abound, from the
questions we asked:

Will purchase in next twelve months:

Overseas flights (52%), domestic flights (61%), travel insurance (49%), glasses (70%), vitamins & supplements (68%), health insurance (38%), holiday accommodation (42%), smartphone (32%), iPad (32%), whitegoods (37%), entertainment (42%), furniture (31%) cars (20%)and the list goes on.

Will research and buy online:

A hefty 88% of the research on these purchases will be done online. And this audience is just loving ecommerce, currently purchasing online books (53%), entertainment (44%), electronics (41%) clothes (36%) and wine (29%).

So to put it bluntly, the over 50s market is yours to win if you can be bothered engaging with it more respectfully. Mature Australians are not, repeat not, scared little old guys and girls. They are vital, sexy, connected human beings with, yes, ageing bodies (as is yours), but much fatter wallets.

Other assumptions that should be laid to rest are related to media consumption. Our survey reveals that daily news is accessed mostly by television (78%), followed by online news sites (55%), radio (50%) and then print newspapers (49%). So believing older readers who ‘like print’ will save the bacon of Rupert or Fairfax is looking more and more like wishful thinking.

And when it comes to researching planned purchases, apart from the (88%) which starts online, there is a strong vote for old-fashioned word of mouth (45%), followed by direct mail or catalogues (33%) which easily outstrip the more traditional channels of press (24%), magazines (20%) and TV (15%).

Makes you think about those expensive TVCs, doesn’t it?

So how do you cut through to those in their 50s, 60s and 70s? Firstly by getting over age, and focusing more on stage. We do not wake in the morning and congratulate ourselves for being 25 or 31 or 43. This doesn’t change in your 50s and 60s. You think less about age than your beating teenage heart which is longing for timeout, a new challenge, a new romantic partner or more time with your current one. So what can your product or service add to this longing/stage? Security? Adventure? Ease of access? Fresh challenges? Fun?

This is perhaps best summarised by creative consultant Paul Priday, when he advises: ‘Hire an ‘old’ copywriter who is of the target to communicate with the target. In the words of the song “I’m gonna sit right down and write myself a letter.” So much of the advertising is clearly written by young people who assume they know how to talk to their parents. They don’t.’

Kaye Fallick is the publisher of YourLifeChoices

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