In the latest edition of Market Leader (The publication of the Marketing Society) is an edited version ‘You’re Getting Old’ by Simon Silvester, Executive Planning Director of Young & Rubicam EMEA.
You can download the original version of this article from the Y&R Web site. It is unlikely that you will agree with all Simon Silvester’s analysis and recommendations but it is a MUST READ for anybody involved in 35+ let alone 50+ marketing. As soon as I can find the time I will publish a critique and response to this article. There are a few key planks upon which his arguments are based.
1. Consumer goods companies have built their fortunes over the past fifty users by appealing to the tastes and needs of young adults. Declining numbers of young adults creates horrendous problems for these companies.
2. Over 35s don’t like weird new experiences. If they haven’t tried something by the time they are 35 forget it.
3. Over 35s have fixed tastes.
4. Over 35s can’t cope with new technology.
5. Over 35s have fixed brand repertoires.
6. Over 35s aren’t promiscuous hence their exposure to the new partners and their brand choices is limited. This idea will definitely amuse some of my friends!
7. Over 35s don’t need to show off. Ditto above.
8. Over 35s aren’t fashion victims.
If you buy these assumptions then the shrinking number of sub-35s means less people with a propensity to change and try new things – conclusion marketing sclerosis.
I wonder? More on this subject to come. All responses from readers of this blog welcome.
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