We all have one – in fact they become ever more powerful the older we get. I still see the 25 year old version of me not the current version when I look in mine.

I think (and try to act too often) like I’m 30 and every research group I have ever been in with close to/retired folk has them picturing themselves as -20 years and not wanting to hang out with “old” people.  This actually becomes more acute with affluence in my experience.

So given this undoubted truth why do we continue to see so many wrinkly hands and people looking sorry for themselves in promotional activity for over 50s? I’d say because those developing and commissioning the marketing are closer to half that of the real consumers. CMO average age has only recently crept into the 50s and everyone else in marketing seem to move into other areas as they head into their 40s.

Given it is planning time for many businesses I’d urge you to think about this opportunity for 2018.  Those that wake up and start to address this market will be winning big – even more so if there is any form of downturn as final salary recipients are the closest you can have to be recession proof.

If you’d like help in scoping your opportunity/planning/executing activity please get in touch greyafro@icloud.com

#50notout

Until next time

Julian