Baby Boomers are notoriously self-opinionated and according to a report, 94 per cent of them dislike the way brands and marketers communicate with them.
The WPP AUNZ report, Secrets and Lies: Ageless and Booming, examines the stereotypes attached to the over 50s demographic that marketers buy into.
The findings were a result of interviews with 2,500 Australians and 1,500 New Zealanders aged 50 to 79.
The report says advertisers are alienating a major cashed-up market wanting to splurge.
This is because they lump everyone over 50 in the ‘retired’ or ‘old’ category, whether they are in their 50s or 80s.
Many Australians over 50 are still busy raising kids, building careers and paying off mortgages.
They’re a long way off 80, and not even close to traditional retirement, but this distinction is often overlooked.
Over 50s make up 27 per cent of the population, have 50 per cent of Australia's private wealth and hold the purse to 46 per cent of its disposable income.
And if you think they are technophobes, consider this: they spend $40 billion more than Millennials and Gen X buying products online.
According to WPP AUNZ’s Chief Strategy Officer, Rose Herceg:
- many marketers resort to lazy, stereotypes
- many advertising agencies are stacked with younger staff who may not understand the lived experience of older generations
- we live in a culture obsessed with “youth”, where people avoid talking about ageing because it means reflecting on the inevitability of death.
"Ageing is poorly understood, particularly by business and marketers who largely ignore or misfire with this audience,” said Ms Heceg.
“Ageing is a pejorative and older people are rarely seen as ideal consumers. The fallacy is that they can't do tech. They're not cool. They're frail. Dull. Sick. They've retired from work and shut the door on meaningful life. They have no aspirations. They're boring, unattractive and irrelevant. None of this is true.”
You can read more on the WPP AUNZ website.
"I like to go on Xbox and interact with my son and family. I enjoy evenings playing it as they're far away"
- Female, 60 (taken from the Secrets and Lies: Ageless and Booming report).
Older Australians are much more engaged with technology than marketers (and many others) give them credit for.
This is reflected in the WPP AUNZ Report, as well as our Seniors Surfers Report.
Social media is a great way of staying connected with loved ones and others, no matter where you live.
That's why we've created the members-only Our Generation Facebook group.
This group gives you the opportunity to socialise with National Seniors members and discuss the important issues affecting you and all older Australians.
To become a member of the group, you will need to quote your member number. This can be found on your National Seniors Australia membership card or on the top right hand corner of your Connect email. You will also need to accept the community guidelines.