audacious aging

The last several years have seen the upending of stereotypes and outdated notions of what the “average” American household looks like with marketing becoming much more reflective of the country’s rich diversity. However, ageism has proven more resistant to progress with outdated notions about the population over the age of 50 still prevalent in many brand communications. This year, we expect smart brands to extend their focus beyond the much loved and often derided Millennial generation, the oldest members of which are turning 40 this year, by the way. With the over-50 demographic expanding by over 34 percent between now and 2030, both Boomers and Gen Xers are reinventing what aging looks like. Smart brands will compete to deliver on their elevated expectations around representation, messaging, and design.

Manifestations

L’Oreal’s “golden squad” of celebrity models over 50 is meant to appeal to the 40 million 50+ American women who now account for an estimated 27 percent of consumer spending power. Also boldly appealing to women of a certain age, New Zealand’s Lonely Lingerie featured 57-year-old punk rock icon Mercy Brewer in their 2017 and 2018 campaigns.​

Drawing inspiration from progressive markets like Australia and the Netherlands, Anthology, CA Ventures’ new 50+ senior living communities launching later this year, eschews dated and undifferentiated approaches to this growing sector with a fresh, modern, and differentiated brand.

Though much has been made of Millennials’ influence on the workforce, savvy organizations are realizing the benefits of age diversity. A recent Quartz examination of this dynamic notes that older workers—or “perennials,” as this cohort has sometimes been called—are now the fastest-growing population of workers.

L’Oreal’s “golden squad” of celebrity models over 50 is meant to appeal to the 40 million 50+ American women who now account for an estimated 27 percent of consumer spending power. Also boldly appealing to women of a certain age, New Zealand’s Lonely Lingerie featured 57-year-old punk rock icon Mercy Brewer in their 2017 and 2018 campaigns.​

Drawing inspiration from progressive markets like Australia and the Netherlands, Anthology, CA Ventures’ new 50+ senior living communities launching later this year, eschews dated and undifferentiated approaches to this growing sector with a fresh, modern, and differentiated brand.

Though much has been made of Millennials’ influence on the workforce, savvy organizations are realizing the benefits of age diversity. A recent Quartz examination of this dynamic notes that older workers—or “perennials,” as this cohort has sometimes been called—are now the fastest-growing population of workers.

implications

Gen Xers and Boomers present an immense and underappreciated value to savvy brands who acknowledge that these generations will remain culturally relevant and influential as they age. Don’t expect them to tolerate being ignored or subordinated by brands with a shortsighted youth obsession. ​