At 53, I’ve spent the last 25 years working in advertising, with nearly all my focus on the coveted 18-49 target audience demographic. As a strategic planner and the voice of the consumer, I immersed myself in research and insights to craft communication strategies that effectively connected with this audience—reaching both their minds and hearts.
Being part of this target group myself for most of my career, I never questioned why brands didn’t speak to the 50+ audience. I accepted the widely held belief that younger consumers were the most valuable, seen as trendsetters who, if captured early, would offer a lifetime of brand loyalty and successes for brands.
However, as I approached my late forties, I had a wake-up call as I found myself quickly moving beyond that prized target demographic and realizing that no one was talking to me. Despite having significant purchasing power and brand loyalty of my own, I felt increasingly overlooked by the very industry I had spent decades shaping. I suddenly disappeared from brands eyes. The only brands talking to us 50-and-above crowd were those focused on retirement, health issues, or products aimed at aging, like pharmaceuticals and life insurance. It felt as though once we crossed the 50-year threshold, we were no longer seen as vibrant, active consumers with evolving interests and needs—but rather as a niche market defined solely by our age. And if not that, a segment that brands assumed could be reached through broad, one size fits all, marketing efforts.
This stark contrast made me realize just how out of touch many brands were with the reality of what it means to be over 50 today. Today’s 50-year-old is not yesterday’s 50- year-old. For one, we’re living longer lifespans and in better health. The many advances in healthcare technology and wellness have made it possible for us to be healthier, more active and thriving members of society. We also have continued career ambitions. The new narrative is that retirement is for those that hate their jobs. There’s a rejection to the notion of slowing down for retirement. Instead, we’re finding second careers, starting new businesses, or continuing to advance in our current fields, with a greater emphasis on lifelong learning and self-improvement.
With consumers 50 and over leading 71M households in the U.S., compared to 61M households led by individuals 18-49 there’s tremendous opportunity for brands to tap into this powerful demographic.
Brands planning their next marketing campaign really need to take into consideration this audience as they have significant purchasing power that simply can’t be overlooked. Particularly in today’s day and age, where targeting is easier with advanced data analytics, personalized marketing strategies, and digital tools that allow for precise segmentation and engagement.
Brands need to adopt a fresh perspective and move beyond outdated stereotypes. Here are some ways brands can move forward in this regard:
1. Conduct consumer research to better understand this audience – this will allow you to tailor messaging specific to the needs and desires, maximizing campaign effectiveness and ultimately creating relevant and impactful campaigns that lead to better results.
2. Create customized messaging tailored at this audience and highlight diverse narratives – this helps foster a sense of belonging and validate the experiences of people who have been overlooked and made to feel insignificant.
3. Challenge stereotypes – this requires a conscious shift in how this audience is perceived and portrayed, moving away from tired clichés to truly reflect their vitality, their emotional depth and resilience, and variety of active pursuits all of which can be deeply relatable and inspiring.
4. Avoid ageist language – stay away from language that patronizes or reflects slowing down. Speak to them as consumers entering a new life stage with new opportunities and aspirations.
As I reflect on my career in advertising, it’s clear that the 50+ market is not just a forgotten demographic but an untapped well of opportunity. At Shakers, we believe this audience is anything but past their prime—they are dynamic, forward-thinking, and eager for brands to speak to them with authenticity and eagerness. Because that’s where the future of advertising truly lies—and at Shakers, we’re ready to lead the way.
