All about improving the customer experience for older consumers
Tuesday, March 21, 2017
Is age discrimination rife in the marketing profession? Of course it is. So what's new?
There are certain subjects the pop up each year when the media can think of nothing better to do. The subject of age discrimination in the marketing industry is one such topic. Each time it appears it is presented as some sort of deep insight that has never been uncovered before. So it is with this article in Marketing Week
As usual we have a quote about older people not being flexible and capable of dealing with the myriad of sophisticated technology used by today's marketers.
Here is the insight provided by the marketing honcho at Pernod Ricard UK, who urges older marketers to avoid having a “fixed mindset” and to be open to new ideas and ways of thinking. To assist the poor old sods he relates how his company undertakes regular training days with agencies and publishers “to help us become more agile and forward thinking”.
Apparently these workshops explain how VHS video is no longer used and how things have moved on from the 56k modem. Phew.
What really made me laugh was the quote: "We do have a broad mix [of ages] from 21 to 55, which works extremely well for us as we have a rich blend of youthful insight together mixed with industry experience”.
Blimey, they have people as old as 55 working for Pernod Ricard. Remember we are talking about extending the pension age to 67 in 2020.
Do read the article, It makes for a good laugh. Dick Stroud