tag:blogger.com,1999:blog-5483796.post6036064122084560387..comments2024-02-08T14:19:14.573+00:00Comments on 20plus30 Marketing to older consumers: Mega trends that affect the 50-plusUnknownnoreply@blogger.comBlogger3125tag:blogger.com,1999:blog-5483796.post-74373267194445233242011-02-27T18:26:03.555+00:002011-02-27T18:26:03.555+00:00Thanks Dick. I agree that a content strategy could...Thanks Dick. I agree that a content strategy could be created to hit particular groups such as retired university tutors or those that stay on after 65. In response to your thought that it could be a doctoral project, I am presently completing a doctorate on the match between the values of older UK baby boomers and the values communicated to them through UK advertising, in which your book is sited. I think your idea of developing a content strategy to older or retired public sector workers is worth a PhD or post doctoral research.Clive Colledgenoreply@blogger.comtag:blogger.com,1999:blog-5483796.post-30410158071403192952011-02-27T14:54:26.371+00:002011-02-27T14:54:26.371+00:00Clive - thanks for your comment. And of course you...Clive - thanks for your comment. And of course you are right that public sector workers come in all shapes and sizes like those in the private sector. However, there might be some ways of targeting the content they consume. Not as mass but by the type of work they did (i.e. You as a somebody working in the university education sector are more likely to read certain journals/magazines - what they are I have no idea. I am sure that a media agency could optimise a content strategy to hit public rather than private sector workers. It sounds like a great doctorate project!DickStroudhttps://www.blogger.com/profile/02135093633970667912noreply@blogger.comtag:blogger.com,1999:blog-5483796.post-54284913882816501212011-02-27T13:39:23.396+00:002011-02-27T13:39:23.396+00:00After spending 30 years working in private industr...After spending 30 years working in private industry (advertising, design and marketing)that included running companies, I have spent the last 12<br />years working at a university. I'm therefore well aware of the difference between my own 30 years worth of private pension entitlement and that of some of my colleagues who have spent 30 to 40 years building an academic pension. The tortoise and the hare in your chart is a perfect analogy. <br /><br />As for how those with lifetime public pensions should be targeted, I suggest that they have the same desires and lifestyle aspirations as those with 30 + years of private pensions. The only difference is that many of them have the financial choice to retire and some of those with private pensions don't have that choice. <br /><br />As you have said many times before though you can't put all older people into one lifestyle category. Some of those who can afford to retire will want to live in the sun, some to travel, others to garden, write, paint, climb, cycle etc. Some will want to start their own business. If my colleagues are an example I don't think people with a lifetime of public service have a different set of lifestyle characteristics to the rest of us.Clive Colledgenoreply@blogger.com