Despite over 50s feeling positive about their age, they are ignored by the majority of advertisers, according to new research from High50.
Carried out in partnership with Research Now, the study sets out to challenge misconceptions about the older generation and “redefine what it means to turn 50.”
The research revealed that 71% of people over 50 ‘feel positive’ about their age – a figure that rises to 78% among 60-64 year olds. The high levels of positivity were found to be a result of having more time to do the things they enjoy (48%) and knowing what they want (44%).
However, despite enjoying more free time, 66% feel like advertisers are either ‘not at all interested’ or ‘barely interested’ in them. 24% believe that brands are ‘ambivalent’ towards them, while one in five feel completely excluded from brand marketing.
Of the brands that they felt did target them, M&S came out on top with 55% agreeing that it talked to them directly, followed by John Lewis (38%) and the BBC (31%).
Contrastingly, tech giants Apple and Samsung fared worst among the over 50s, with 95% feeling that they didn’t target them at all, despite 21% saying that they could not live without a smartphone and computer technology.
66% of respondents said that they felt most advertising was aimed at 16-34 year olds, despite the over 50s outspending them in almost every sector.
“High50s study highlights a vast disunity between advertisers’ targets and those with any spending power,” said James Burrows, CEO of High50.
“A stunning 67% of those with children aged 21+ still living at home support them financially, yet our most economically powerful generation is one that is largely ignored by advertisers.
“It is clear that existing preconceptions about the over 50s is significantly out-dated, and it’s time we acknowledged that for many, becoming 50 is the start of the better half of their lives.”
