Mature Marketing
Mark Beasley is one of the UK's leading experts on the so-called Mature (or 50+) market. He was co-founder (2013) and Chairman (2013-2018) of the Mature Marketing Association, Europe's leading marketing body for this sector, was co-founder of specialist consultancy rhc advantage and author of many papers, including The Mature Market Report. He speaks regularly on the subject at conferences and seminars in the UK and Europe, as well as on the BBC and at the House of Lords.
Mark can work with you, your team and your creative agencies to help create, define and execute more enlightened marketing, brand and communications strategies, which will enable your business to meet the challenges and opportunities of the UK's ageing population with confidence. A starting-point is often to hold a workshop on the subject, which Mark leads. Contact him now to set up a discussion.
The Business Case for Mature Marketing is powerful
The UK population is ageing and there are now more adults than at any point in history. 35% of the population is now over 50; and the fastest-growing group of all is people aged over 65. What's more, people are staying economically active for longer. For example, people aged over 50 (35% of the total population) now account for 50% of household expenditure and 80% of the wealth. According to a recent report by McKinsey, the majority of consumption growth in Europe for the next 20 years will be driven by the over-60s. This is a group of consumers which is too large to ignore, too diverse to stereotype and too complex to second-guess.
Yet marketing continues to take older consumers for granted. Youth and cool are still worshipped, while older audiences are usually ignored, misunderstood, stereotyped or patronised. Products and services are often trivialised by communications where 'creativity' and attempts to be cool or appeal to youth have been allowed to obscure or even replace key brand messages and product information.
The first 'baby boomers' turn 75 this year, including many creative and influential people. Yet people of this age and younger are still portrayed and indeed caricatured as 'old'. We've been there, seen it and done it.Yet most people working in advertising and marketing are under 30 and just don't get it.
Not surprisingly, many older adults buy products and services in spite of marketing, not because of it.
Time for action. Let's talk!
There's been a lot of talk. Twelve years ago, Datamonitor* claimed that '95% of marketing and advertising budgets are still aimed at customers under 50 years old'. In 2006, members of the IPA (Institute of Practitioners in Advertising) believed that agencies were 'out of touch with older consumers**. Nothing has changed. Consumer research continues to find that with age comes negative attitudes towards business, marketing and brand communications***. The population continues to age, but marketing has yet to catch up.
Now it's time for action. I have the specialist insight and expertise necessary to help you, your team and your creative agencies to plan more effective marketing strategies and tactics. This will ensure that you optimise your market share across all age groups, now and for the future. I can present at seminars or workshops, undertake consulting projects or lead creative projects. Contact me now for a conversation, without commitment or pressure. You can find out more about me here and about what I do here.
*Danielle Rebello of Datamonitor. 'Older Consumers: Destroying Marketing Myths' Datamonitor 2004. ** 'Age in Advertising' - IPA, 2006. *** For example, Millennium (2008), Smizgin & Carrigan (2006), Belch & Belch (2008)
Mark Beasley is one of the UK's leading experts on the so-called Mature (or 50+) market. He was co-founder (2013) and Chairman (2013-2018) of the Mature Marketing Association, Europe's leading marketing body for this sector, was co-founder of specialist consultancy rhc advantage and author of many papers, including The Mature Market Report. He speaks regularly on the subject at conferences and seminars in the UK and Europe, as well as on the BBC and at the House of Lords.
Mark can work with you, your team and your creative agencies to help create, define and execute more enlightened marketing, brand and communications strategies, which will enable your business to meet the challenges and opportunities of the UK's ageing population with confidence. A starting-point is often to hold a workshop on the subject, which Mark leads. Contact him now to set up a discussion.
The Business Case for Mature Marketing is powerful
The UK population is ageing and there are now more adults than at any point in history. 35% of the population is now over 50; and the fastest-growing group of all is people aged over 65. What's more, people are staying economically active for longer. For example, people aged over 50 (35% of the total population) now account for 50% of household expenditure and 80% of the wealth. According to a recent report by McKinsey, the majority of consumption growth in Europe for the next 20 years will be driven by the over-60s. This is a group of consumers which is too large to ignore, too diverse to stereotype and too complex to second-guess.
Yet marketing continues to take older consumers for granted. Youth and cool are still worshipped, while older audiences are usually ignored, misunderstood, stereotyped or patronised. Products and services are often trivialised by communications where 'creativity' and attempts to be cool or appeal to youth have been allowed to obscure or even replace key brand messages and product information.
The first 'baby boomers' turn 75 this year, including many creative and influential people. Yet people of this age and younger are still portrayed and indeed caricatured as 'old'. We've been there, seen it and done it.Yet most people working in advertising and marketing are under 30 and just don't get it.
Not surprisingly, many older adults buy products and services in spite of marketing, not because of it.
Time for action. Let's talk!
There's been a lot of talk. Twelve years ago, Datamonitor* claimed that '95% of marketing and advertising budgets are still aimed at customers under 50 years old'. In 2006, members of the IPA (Institute of Practitioners in Advertising) believed that agencies were 'out of touch with older consumers**. Nothing has changed. Consumer research continues to find that with age comes negative attitudes towards business, marketing and brand communications***. The population continues to age, but marketing has yet to catch up.
Now it's time for action. I have the specialist insight and expertise necessary to help you, your team and your creative agencies to plan more effective marketing strategies and tactics. This will ensure that you optimise your market share across all age groups, now and for the future. I can present at seminars or workshops, undertake consulting projects or lead creative projects. Contact me now for a conversation, without commitment or pressure. You can find out more about me here and about what I do here.
*Danielle Rebello of Datamonitor. 'Older Consumers: Destroying Marketing Myths' Datamonitor 2004. ** 'Age in Advertising' - IPA, 2006. *** For example, Millennium (2008), Smizgin & Carrigan (2006), Belch & Belch (2008)
