There’s life in the old girl yet!

The first sentence of the UK’s Marketing Week magazine says it all.

As Madonna will attest, being over 50 does not mean automatic entry to the world of OAPs. But marketers still treat maturer consumers as a homogeneous group, without need for segmentation.

What is really depressing is that I have been reading this type of statement - not about Madonna – but about the 50-plus - for the past 5 years.

The article goes on to say.

If you believe once you hit 50 it's a life of support tights, blue rinses and knitting you are very much mistaken. In fact, it's more extreme sports, sex and shopping.

I do find it amusing, the sound of amazement that somebody aged 50, still has enough of their physical and mental facilities to live a fulfilling and interesting life.

Surely marketers are not that remote from reality? Personally, I think it is sad that Madonna thinks the only way she can compete is on the same terms as a thirty year old (i.e witness the ultra fit body etc).

You have to congratulate Madonna's PR machine for positioning her as the figurehead of for the "50-plus and still going" message. Dick Stroud