Hasta La Creative!

One of the many myths embraced and cherished by marketers over the years is the one contending that older people aren’t worth advertising to (except for prescription drugs on the evening news) because their buying habits are too entrenched to change.

But in reality, seniors are actively looking for new experiences at a time when they have more disposable income to pursue new hobbies and interests. As Bloomberg Business reported: “In marketing-speak, they’re winnable!”

Bloomberg quotes Alison Sander, who runs the Boston Consulting Group’s Center for Sensing and Mining the Future, saying that only about 5% of her corporate clients really understand the “nuances” of the senior market. “That helps explain why only about 15% of ad dollars are spent on this demographic, despite accounting for almost half of consumer packaged-goods sales, according to Nielsen data.

Continue reading at AdAge.com