Over-50s’ attitudes to advertising to be focus of new study

A research programme is being launched next month to monitor advertising attitudes among Britain’s over-50s. Its organisers claim it is in reaction to a mass of advertising devised by twentysomething agency creatives and account directors, which fails to acknowledge the growing numbers of consumers aged 50 and over.

A research programme is being launched next month to monitor

advertising attitudes among Britain’s over-50s. Its organisers claim it

is in reaction to a mass of advertising devised by twentysomething

agency creatives and account directors, which fails to acknowledge the

growing numbers of consumers aged 50 and over.



RSGB, the quantitative research company, is carrying out the work in

co-operation with Prime, a creative and marketing consultancy

specialising in ’grey’ consumers.



Car companies, under fire for advertising which is oriented towards

young drivers even though up to 65 per cent of cars are bought by people

aged over 50, are among those taking an interest.



’Nobody has ever taken this market as seriously as we are doing,’ Steve

Martyn, Prime’s managing partner and a former Ogilvy & Mather account

director, said.



Prime has evolved out of Cohort, an agency established two years ago by

the senior creatives, Reg Starkey, a former Creative Circle president,

and David Delmonte, to target the ’grey’ market.



It claims to have already uncovered evidence of a communications

breakdown between older consumers and advertisers.



The research reflects the UK’s changing demographics. More than 19

million Britons are aged over 50 and the category is growing by 50,000 a

month.



The study aims to give advertisers access to people aged 50 and over and

to provide them with a ’health check’ on the effectiveness of their

communications. It will attempt to demolish the theory that advertisers

can lock in consumers for life, if they ’catch ’em young’. Martyn said:

’The fact is that people are more likely to switch brands the older they

get.’



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