Another year, another older richer wiser conference

Three years back I wrote about the perennial older richer wiser conference (The swifts will soon be back - must be olderricherwiser)

Well, here we are in 2014 and it is still going strong. What is depressing is that it seems to be saying the same things as it did back in 2011. To be honest, the same things as it said ten years ago.

You can be certain that somebody will say 'there is no such thing as the 50-plus' another will talk about them being a heterogeneous group. Another will talk about them being 'demanding and discriminating' and of course the good old chestnut about 'we don't understand their relationship with technology'.

I can only assume that every year there is a fresh group of marketers that are attempting to understand their parents and grandparents generation and find this stuff new and stimulating.

When you have been around the industry for 2-3 years you cast your eyes to the heavens and think - not more of the same old stuff. Dick Stroud