Celebrating growing old - a sizable and influential consumer segment.

26 Sep '23

Celebrating growing old - a sizable and influential consumer segment.

Celebrating growing old - a sizable and influential consumer segment.

Understanding your core audience and speaking to them in their voice is of paramount importance in creating your creative campaigns. Your audience has unique needs, preferences, and values. By taking the time to truly understand your customers, you can create campaigns that resonate on a personal level. When your message aligns with their beliefs and aspirations, it fosters a sense of connection and trust. Moreover, using their language and tone in your creative efforts demonstrates that you genuinely understand their perspective. This approach can lead to higher engagement, improved brand loyalty, and ultimately, more customers.

Bridging the generation gap

In the ever-evolving landscape of marketing and advertising, the significance of creative campaigns tailored to their audience cannot be overstated. Effective advertising doesn't just promote a product or service; it also speaks directly to the needs, desires, and values of the intended audience. However, one demographic that has often been overlooked in the world of advertising is consumers over the age of 60, despite their significant spending power. In this article, we will explore why it is crucial to cater to this demographic and how creative campaigns can bridge the generation gap in advertising.

The consumer power of the Boomer Generation
The generation, commonly referred to baby boomers, represents a sizable and influential consumer segment. In many developed countries, this demographic holds a substantial portion of the nation's wealth and disposable income. They have reached a stage in life where their financial commitments are reduced, and they are free to explore and spend on various products and services.

However, the advertising industry has often disregarded this group in favour of younger demographics. This oversight is partly due to the misconception that older individuals are not as adaptable to new trends, technologies, or products. This assumption couldn't be farther from the truth. Today's mature buyers are not only tech-savvy but also actively engaged in the digital world. They represent a market with vast potential that marketers need to tap into.

A great example: Celebrating Growing Older by Trinny London

One remarkable example of a brand that has embraced age-positive marketing is Trinny London. Founded by TV personality Trinny Woodall when she was in her mid-50s, Trinny London aims to celebrate growing older instead of making women feel ashamed of wrinkles and age spots.

Shira Feuer, Trinny London's Chief Marketing Officer, explains that this ethos is reflected not only on their website but also in their marketing activities. Trinny London uses models aged 18 to 83 with varying skin types, hair colours, and skin tones. This intentional representation allows customers to see what the products look like on people who look like them, fostering confidence in their purchases.

Because age inclusion is at the core of Trinny London's values, partner agencies align with their principles, ensuring that age representation is evident in all assets produced. This not only sets Trinny London apart but also benefits agencies in achieving their shared objectives.

Need help connecting with your audience in a creative way, talk to 2 Creative Media today.