Innovation from the Netherlands (Part 1)

A couple of weeks back I was in Amsterdam meeting Arjan in't Veld - the guy who I reckon is the country's leading expert on marketing to older consumers.

I have known Arjan for sometime and he always thinks outside the box. Unlike so many people in the ageing industry he is not prepared to keep rehashing old ideas.

His company was fed up with the usual portrayal of older people and decided to locate some more interesting people and imagery. The result is De Youngsters.

Thank heavens for Google Translate that explains that the book, that is resulting from the venture, contains portraits of Youngsters. On the basis of various pictures, the identity of the persons depicted. A photo of the favorite spot in the house and four favorite objects make the visual image completely. It is precisely the combination of these images reflect a wide variety of identities within a group.

Besides the photos, an overview of the brands they choose and places where they like to go. Here the parallel with youth, the Hipsters, visible. Each portrait is completed with the motto.

Take a look for yourself. I think it is great. Dick Stroud