Are you remembering to market to this demographic?

By Matt Danswan

We live in a world obsessed with youth. I am sure you have well and truly recognized it.

Sixty year-olds now wasn’t to look like they are 40. Those in their fifties want to look like they are in their 30s, and on it goes.

More and more cosmetic companies are marketing injectables and similar procedures to an older market to get them to look younger, yet just about everywhere else – aside from aged care – all advertising is youth focused.

There is so much hype about Millennials and how influential they are that we forget about one of the biggest spending markets there is: the over 50s. This is the market that has one thing that a lot of younger people don’t have: money.

The video may be a reminder to you and your business that if you’re constantly focused on younger people, then you might be missing out. It may even just be the imagery you’re using in your advertising that is, in a subtle way, turning an older market off doing business with you.

Produced by Type A Group, it will makes you wonder why organizations spend so much time, effort, and money only reaching out to younger audiences.


Matt Danswan is the CEO of Initiate Media, publishers of Christian Woman & Co. He also blogs at and is the author of NOT Business As Usual.

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