Do Yourself a Favor and Engage With Seniors

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Spoiler alert: this article has been written by someone over the age of 60.I want to point out (gently) to young marketers, you could do yourselves a big favor by engaging with us more mature folks. Not just in a marketing sense, as customers, but in a professional capacity as brandsmiths.Consider older people as consumers. People over the age of 55 in the US comprise the world’s third largest economy, bigger than Germany’s. This is a demographic that is expanding even as millennials shrink. And more people are living longer than ever.Boomers are amortals. We know we aren’t going to live forever but right now, we have a lot more living left to do. And talking of money, the over-60s control 75% of the wealth of both the UK and the US. They buy 80% of all luxury cars. 80% of Chanel womenswear is bought by women over 50. Not that you’d know this from the ads.That’s because only 5% of ads are aimed at my generation.L’Oreal is an honorable exception. They drafted Helen Mirren to be one of their brand ambassadors. Smart move, given 50% of all make-up products in the US are bought by …

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