Representing over 50s in advertising

How to move away from the tired stereotypes

Consumers over 50 are a large - and lucrative - market. So why do ageist stereotypes persist in advertising, and how do we combat them?

85% of 'older' consumers feeling advertising isn't relevant to them - so how do we change this? To talk through this complex audience, we will be joined by Graeme McKenzie, Director of Let's Talk Ageing - a marketing communications specialist with extensive experience and insight of successfully marketing to the over 50s - who will explain how to move away from the tired stereotypes by:

  • Identifying some of the different cohort groups to be aware of
  • Showing the importance of understanding their evolving behaviours
  • Exploring best practice on channel preferences

Simon Frazier, Head of TouchPoints Marketing & Data Innovation, will also present how TouchPoints can help demonstrate how older audiences consume media and where misalignment between industry expectations and the reality of media usage can occur - before we discuss how the industry can work together to better understand older audiences and why it is imperative that we do so.

Agenda

10.00          Introduction

Simon Frazier, Head of TouchPoints Marketing & Data Innovation, IPA

10.05          A TouchPoints perspective: how older audiences consume media

Simon Frazier, Head of TouchPoints Marketing & Data Innovation, IPA

10.15          Multiple cohort groups & how best to reach them

Graeme McKenzie, Director, Let's Talk Ageing

10.35          Working together to understand older audiences

Panel discussion featuring: 

Simon Frazier, Head of TouchPoints Marketing & Data Innovation, IPA (moderator)

Lucy Hunt, Strategy Director, OmniGov at MGOMD

Sarah Gale, Director of Research & Insight, Global Media

Niki West, Director of Agency and Client Services, Newsworks

10.45          Audience Q&A

10.55          Closing remarks

Simon Frazier, Head of TouchPoints Marketing & Data Innovation, IPA

         

Last updated 10 May 2022