1. THE AGE
QUAKE
Understanding the 50+ mindset
The over 50’s were the
generation that invented
youth culture; sex, drugs,
rock and roll, and most
of them are still blazing
a trail.
They have more leisure time;
more income and many are
single and sexually active.
They’re embracing the huge
DEFINED BY ATTITUDE, NOT AGE
opportunity to give life a
second chance.
They want to celebrate life,
get things done, learn and
connect with others.
They’re physically active and
intellectually bright. Traditionalists Celebrators Refuseniks
•Stereotypical •Want to enjoy •Refuse to age in
They’re starting their own
‘senior citizens’ and celebrate this a youth-focused
businesses, going back to
life-stage world
college, staying at work •Life centres
much longer and travelling around home / • Looking for new • Concerned about
the world. community opportunities maintaining a
youthful image
• Can feel discon- •This is the start
These boomers have a long
nected from of their second life • Consciously liv-
history of activism – they’ve and they want to ing younger life-
society and brands
spent their lives trying to get as much out of styles
change the world. it as possible
Their final legacy will be to • Don’t see them-
change the meaning of the selves as old (80+
word ‘old’. is old)

2. RULES OF
ENGAGEMENT
To connect in a meaningful way with this audience brands need to reflect
them; they should always be inventive, stay fresh and keep moving to
maintain credibility.
We have identified the various tactics; both strategic and executional that brands
across the globe are using to connect with over 50’s.
PHILOSPOPHY IS
KEEP ME EVERYTHING
CONNECTED INSPIRE ME
A philosophy that underpins
Make people excited by the Excite with a constant flow everything you do
pace of change of new ideas communicates coherence
and commitment
BE MORE DON’T PATRONISE
PERSONAL Break away from the BE UPLIFTING
stereotypes of ‘old age’
Create initiatives that make Celebrate the glory of life
people feel special and always be positive

3. THE STAT ATTACK
Raunchy Seniors
The rate of sexually transmitted infections among the over
45s has more than doubled in under a decade, a study in
2008 showed.
The numbers of infections identified in younger age
groups rose 97% during the period of the study but those
identified in the over 45s rose 127%. - Source: Journal for
Sexually Transmitted Infections
80% of the over-50’s are sexually active and 7% engage in
risky sex. - The Independent, June 2008
Denture Venturers
Gap years may be a right of passage for many 18 year olds,
who use the time off in-between school and university to
travel the world. However, there is now a growing trend in
“gappers” at the other end of the spectrum, seeking a gap
between work and retirement.
200,000 pre-retirement “gappers” in the UK spend an
impressive total of £1bn per year.
- Source: The Independent January 2007
SPEARS
SPEARS (Senior People Enjoying Affluent Retirements)
are a group of 280,000 people in the UK over the age of
65 who have assets of £500,000 or more. Brewin Dolphin
have found that, collectively, these half millionaires are
worth £239.7bn and own around 9.34% of the UK personal
net wealth.
Connected, Good Looking
and Thirsty to Learn
•Over 50’s are tech savvy and the fastest growing group on Facebook
and Twitter.
•They’re intent on maintaining good health (around a quarter of 50-59
year olds are members of a sports club, gym or exercise class).
•They’re looking after their appearance (a third of over 50’s consider
themselves to be very attractive for their age and over 50’s are already
responsible for buying 50% of skincare products).
•They’re right at the front of the self-improvement trend (69% of 41-61 year
olds are interested in undertaking learning activities in the future).
- Around 80% have attended an arts event or activity in the last 12 months.
Source: The Future Laboratory
Loaded, ignored
& frustrated
–Collectively, over 50’s hold almost 80% of the Nation’s wealth (UK).
–They have 147% of the national average disposable income.
–86% of over 50’s feel ignored by the marketing industry.
–70% feel patronised by advertising.
Source: BBC News