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Marketing – there’s life after 34

Posted by Michael Bloch in web marketing (Wednesday June 14, 2006 )

While the majority of marketing seems to be targeted towards the 18-34 age group, does this mean that we suddenly stop making brand decisions past that time in our lives?

As someone who has passed that magical marketing milestone, I can tell you that this is by no means the case. The odd thing is that many marketers are in my age group, or older, yet we often seem to ignore this in our campaigns.

Sure, I guess we become somewhat set in our ways as we mature, but I change brands of many items I use as often as I change my underwear – about once a month. Just kidding, but I’m sure you understand what I’m getting at. I can assure you that we continue trying new things and welcome the opportunity to do so even after grey hair, or loss of same, begins to set in.

Something else to think about – at this age, as a group we’re starting to hopefully hit our peak of income earning potential. In fact, well past this age bracket is where most of the wealth in society lies.

For example, 3/4 of the USA’s financial financial assets and over half of all consumer spending is in the hands of the 50+ age group; the most rapidly growing age demographic in most western societies.

I suspect that very soon, society’s pendulum may finally swing back the other way – from the idolizing of youth, back to the recognition and respect for the senior citizens of our countries… and therefore marketing will follow.

Imagine visiting a web hosting company site and *not* seeing a 20-something model in a wet t-shirt who looks as though she has never used a keyboard except for IM, let alone been able to grasp the complexities of hosting a web site. I’m looking forward to that day :). I just can’t seem to draw a parallel between firm breasts and hosting…

… but eh, I am 36 after all ;).

The way you represent yourself in relation to the age demographic of your prospective audience is something to seriously think about when developing your pitch and choosing imagery for your site. Young, fresh and funky is nice, but so are the concepts of wisdom, stability and practicality.

I’ve often recommended to site owners that if they have a product or service that has broad age group appeal, that they create two very different sites, or to have a 50/50 site with separate young/hip and mature/discerning sections.


Marketing to seniors

Web site images and stock photos – issues and tips


5 comments for Marketing – there’s life after 34
  1. Marketing – theres life after 34!

    While the majority of marketing seems to be targeted towards the 18-34 age group, does this mean that we suddenly stop making brand decisions past that time in our lives?

    Trackback by Anonymous — June 15, 2006 @ 8:34 am

  2. Thank you for speaking my mind! I am developing a line of fashionable, adaptive clothing for women with physical limitations. They will be sold online, by magalog order and at direct marketing events. I am also planning to feature other products in the magalog–anything that assists women in adapting to and embracing the transformations in their bodies and minds as they age. I agree that this market is vital yet ignored. I hope to change that and welcome teammates in my pursuits.

    Have a great day!
    Nance :-)

    Comment by Nance L. Schick — June 18, 2006 @ 2:56 pm

  3. Funny how you mention the ‘forgotten target market’ of 34+ and then have a link of how to market to seniors following your article..that seems a ironic pun and a contradiction of your post somewhat.
    I think the point is we 34+ people need to be addressed as we are-not young and not old- yet able to got to clubs, buy sneakers and wise enough to invest and buy premium household items if not houses themselves.
    A recently turned 36 year old.

    Comment by JC — June 20, 2006 @ 12:31 am

  4. Good points JC; I should have introduced the article as a related item rather than as a follow on – which I’ve done :). Thanks for the heads up.

    Comment by Michael Bloch — June 20, 2006 @ 12:52 am

  5. Wowww…another good ideas. I am also in age rank you said. 30 age old.

    Comment by mfyaacub — November 19, 2007 @ 11:00 am

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