This stat came up in 2008 already. At the time the UK Office for National Statistics revealed that there were more people of pensionable age living in the UK than children under the age of 16. This was five years ago.
Look at our society. What do you see? A celebration of youth. The entertainment industries focus on young topics using young actors and actresses. Older protagonists are only thrown in as a token. The fashion industry uses teenage models to show case it’s fashions for the young. (and thin)
The marketing and advertising industries focus on selling products and services to the youth. In fact even the players within this industry disappear after the age of 35. Unless of course they own the business as is the case with Martin Sorrell who is still around at age 68. But then he owns a big chunk of WPP Group. Not sure where the others disappear to though.
Big brands such as Apple, Nike, Volkswagen, P&G direct their products at the 18 to 35 year old demographic. If they are really daring they might extend that age bracket to 45. Yet the bulk of their customers are older than 45. Your 60 year old is just as readily buying an iPhone as she is getting herself some running shoes from the Nike store or buying a new VW.
Every single person over the age of 60 will buy a cleaning product of some sort. Yet how many ads for cleaning products are directed at the ‘grey’ market? Perhaps a Gran appears in an ad but only to ‘advise’ daughter on what to buy. Never the shopper herself. Perfume? Sure Julia Roberts advertises one at the age of 45. But she has been digitally enhanced in such a way that she appears 30.
And did anybody notice that Glastonbury’s main stage in 2013 was packed out and they had to extend the area when the Rolling Stones did their gig this year. Guess what their average age is. And what does that say about the ages of Glastonbury goers?
I did an interesting exercise a day ago. I googled for weddings for young people and had 70 million results. I googled weddings for older people and my results were 6 million. So nobody is getting married over the age of 50? Certainly nobody is writing about it.
As the stores shut down all along the High Streets of the UK one thing retailers might want to consider is opening stores for older people. Comfortable sized aisles, seating areas to rest on and great displays, labels with bigger font sizes and products of all things ‘old’. Whether more comfortable clothing, health and wellness products, mobility aids or easier to cook and consume foods it’s what older consumers might be interested in. Add on excellent delivery services and you could be onto a winner.
Rather than pretending that nobody gets older and hiding the aged in old age villages waiting to die, let’s change the way we view society. Old is not redundant. Old could mean another twenty years of active life. Why pretend it’s not happening. Embrace it and enjoy it. And marketers, start making money off those oldies. They got some!