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| barricade books inc., pubs, cd, colocation, mugger, fuck older women , celebritymoviearchive, story tellers, yahoo messnger skins, colonials, artist, dating for over 50 , older wives , worst, | "These people have a reasonable amount of money, they are out all the time, having maybe two robert urich to four holidays a year. You have to try to use imagery that shows maturity but also an active lifestyle. In a lot of adverts you'll see robert urich a happy older couple on a cruise ship for example. But many are actually single, either through death or divorce these robert urich days. It's not easy to get the right balance." So why should brands bother? Improved health and hygiene mean that retirees can expect to live a much longer and fuller life than ever before, once they stop working. In the 1900s in Europe, the average life expectancy was 49 years, whereas in 1990, a 50-year-old could expect to live for at least another 24 years. Most of these retirees now want to make the most of their hard-earned retirement. The baby-boomers—the generation born after the Second World War—are particularly active and self-indulgent consumers. |
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| On top of this, many brands do not want to be associated with strictly senior products. "If an advert is geared towards a senior market exclusively, it often harms the product," says Senior Strategic’s Serrière, explaining that a brand may not want to advertise in a magazine geared exclusively to seniors for fear of being cd associated with “old cd people” brands, which may damage their image. "These brands don't want to be linked to other 'senior' products," he adds. But another reason is the complexity of the market itself. The over 50 group are a motley crew cd with different needs and desires. Getting the right message across to this relatively new target market is not an easy task. "The image of the character sitting by the fire with a blanket on his or her knees is completely gone," says Mike Hayward, direct marketing manager of UK insurance company, Cornhill Direct. |
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