The Biggest Marketing Trend No One is Paying Attention To
According to AARP, people who are 50+ generate $8.3 trillion in annual economic activity. By 2032, this market is expected to drive more than half of the U.S. gross domestic product. Yet consumers in the 50+ demographic are underrepresented in media. Out of a sample of more than 1,000 images, AARP found that only 15 percent of media imagery reflects this age group (even though 46 percent of the U.S. adult population is over 50).
At this virtual Salon, Barbara Shipley from AARP and Andrew Delaney from Getty Images discussed their multi-year initiative to press brands, designers and ad agencies to change their immediate and long-term attitudes and plans to overcome the misconceptions of aging portrayed in ads. Tiffanie Papp from P&G/SeeMe Beauty shared why it is important for SeeMe Beauty to create ads that resonate with 50+ consumers.
How brands and agencies can ensure they are portraying today’s active, 50+ consumer group accurately in their campaigns.
What authentic visuals of this key demographic look like and the concepts brands should consider when choosing visuals, including the stereotypes and misconceptions about aging and the 50+ lifestyle they would do best to avoid.
How messaging and visual communications must evolve as Millennials join the 50+ consumer group in this decade.
What marketers are doing to create brand loyalty with this group, and some of the brands that are getting their 50+ visuals right.
Barbara Shipley SVP Brand Integration/Chief Brand Officer AARP
Andrew DelaneyDirector, Creative Content Getty Images