“Youth has no age.” – Pablo Picasso
Peachtree Road Race.
16.9% of the participants this year are 50-59 and 8.5% are 60 and over. What’s my point? If you are a boomer, you don’t remember your parents even thinking of a road race, much less participating in one. So, inasmuch as the profile of a marathon participant has completely changed in the last generation, maybe marketing profiles should be redefined as well…
Age has lost it’s traditional meaning as more and more of us are staying active into our “senior” years. I am only reminded of my age when I look in the mirror or see myself in a photo. My mind is functioning at the same level (although I am proud to say wiser) than when I was in my 30’s. But my face is showing a different story. But I am fit, and active, and I am like so many my age who are laughing at “senior” advertising.
One of the most perplexing trends is the proliferation of radio stations playing my music, yet advertising to youth instead of those of my generation who know and love that music. It’s OUR music, but few of the ads are geared toward us.
Seems like it should be a no-brainer. Boomers have the most disposable income and are hungry for age appropriate product, but few are peddling it on our radio stations…
And as far as I can see, the youth are commonly portrayed by the media as drones with ear buds walking around with their heads down looking into their Smartphones reading and texting or listening to music. Clearly there is more to them than that – Why aren’t they angry with this shallow portrayal? They are the best educated generation yet – esp women – and yet this superficial depiction is pervasive on television in ads and sitcoms.
It’s time for a redefinition of marketing, demographics, profiling, target markets,…across all ages!
Thanks for listening to this old lady!
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