Sell something to the auntie
Now speaking: the low-hanging fruit.
There’s plenty of noise about age discrimination at work and middle-aged women turning invisible, but here’s something less talked about: why are people over 55 dismissed as shoppers?
Yes, it’s a first-world problem – but one that should interest people in marketing.
Here’s how it started for me: when I turned 56, digital ads disappeared. Out in the meadow, I could still hear crickets. Online, advertising was suddenly silent. There’s a story going around among marketing people: over 55s are reached through print.
Should we buy it? Are all other middle-aged folks rustling their morning papers?
Hello from the generation of brand natives
Research says the real print-and-TV age now begins closer to 65. Since I tend to exaggerate and generalize, here’s my hypothesis: brands are missing out on a profitable generation because media targeting is set too low.
So, who lives in the blind spot? Here’s my pitch for advertising to 55+ consumers.
First, the brand-native generation is the most materialistic cohort ever. I’m not proud about it, just saying: we’re open to commercial temptation. When the first waves of consumerism hit Finland in the 80s, I was a high schooler busy building my identity out of shoulder pads. The perm and the solarium tan may be gone now, but my appetite for trends and brands remains.
Now, many of us 80s kids have reached a sweet spot: loans paid off, kids flown out, income up. Some money to spare finally – only ideas missing on what to spend it on.
Also, middle-aged women buy for everyone. Vitamin D and a steam iron for the grown-up kids. A merino base layer for the spouse. A blood pressure monitor and lint remover for the parents. And for ourselves, a vintage lamp and leather pants, because if not now, when?
It would be easy if one remembered it
Smart brands are catching on. Global high-end fashion houses now feature beautifully wrinkled 70-something models, and Finlayson made a campaign with those over 90. Just yesterday, I came across a video by Finnish Almada Label, where the brand’s pricey cashmere sweaters looked right at home on a couple of Milanese grand old ladies.
They looked good. And few twenty-somethings could afford them anyway.
When many businesses are struggling and the government worries about Finns not spending, the whole setup borders on parody. Someone please sell something to those who actually have money before we all die of old age waiting.
I promise, we don’t need special senior marketing. We like the same ads as younger audiences. And our minds are still on more than cholesterol and bladder leaks, just try us.
Marketers, pick me, I’m ripe.
Liina Komi
The author is a creative director who suspects she was born into the wrong generation and enjoys sleeping and opinions.
