The over-50s feel ignored by companies and misrepresented in advertising, according to new research.
A study commissioned by High50 – a global community and website for people over the age of 50 – revealed that only 4% of people in this age group feel advertising is aimed at them.
The survey of 1,305 people also found that only 11% feel brands are interested in them, and 20% feel completely excluded by marketing.
ONS data shows one in three of the UK population is aged 50 or older. It's also a crucial demographic for new car sales.
Motor Codes said of the 230,000 consumer reviews it holds some 43% are submitted by people aged 45-55 years.
“The 50-plus generation is at best ignored and at worst patronised, which, given that by the year 2020 half of the UK population will be 50-plus, is both bizarre and unacceptable,” TV presenter and High50 ambassador Mariella Frostrup told MarketingWeek.
As editor, Tim is responsible for the media content, planning and production of AM's multiple channels (AM print and digital magazines, website, social media and contributing to our events planning). He interviews and writes about as many franchised dealer groups and UK divisions of motor manufacturers as possible, to explore the issues facing UK motor retail and understand what solutions dealers and suppliers are using to overcome these.
Login to comment
Comments
No comments have been made yet.