Saturday, October 27, 2007

A Saturday morning gripe – stereotype marketing

The UK’s Department of Work and Pensions is starting a scheme to encourage the older generation to make their views known to the government. It is part of the Generation Xperience campaign that is supposed to be all about celebrating age and all of that sort of nonsense.

What dimwit came up with the name Generation Xperience? To most people it means absolutely nothing or for those buffs in marketing refers to Generation X.

Next, the idea that Government wants to know the views of the 50-plus (or any other age come to that) insults the citizen's intelligence. Like all of the other ‘listening’ schemes it is nothing more than a sham to give the impression of consultation, or even worse the desire to ‘debate’, when in reality the Government will do what it intended to do in the first place. The only listening Government does it to the opinion polls and direct action.

Finally, the wording and positioning of the Generation Xperience is a classic example of all that is wrong with “stereotype marketing”. Don’t confuse me with the facts, I know what these 50-plus are like and what they want.

At least this campaign has one saving grace. It makes a good case study on how not to do it. This guy seems to agree. Dick Stroud

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