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
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
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