POSTED ON: Wednesday, 26th August 2009 (7 COMMENTS)

Blogs - Fifties are fed up with brands and advertisers

PACE Members have their say: This time, it’s Planning Director, Jacqui Power, from McCann Erickson Communications House.

A recent study by McCann Erickson Communications House (MECH) found that 67% of Over 50s say that advertising does
not reflect their life nowadays and 62% say they find a great deal of advertising patronising, so just where are marketers going wrong? “That’s what we set out to understand” says Jacqui Power, Planning Director at MECH.

“There is a lot of talk about the potential of the Over 50s for brands and businesses; not surprising, given the fact that it is the fastest growing demographic  and holds 80% of the UK’s personal wealth, but we identified that there was very little practical advice for marketers on how, or indeed whether, your brand needs to talk differently to a 50+ audience. In fact, for many brand and marketing managers their only source of reference is their own parents or grandparents.”

McCann’s study ‘Hit or Myth - the young person’s guide to targeting the Over 50s’, is the result of six months of research including focus groups with those in their 50s, 60s and 70s; a TNS quantitative study comparing the attitudes of those over 50 with those under and, last but not least, a collaborative project with the Future Foundation - the UK’s leading social trends analysts.

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