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Underrated target group: Why marketing
should not forget the older generation

The advertising industry often focuses on the younger generation, but the ageing population harbours great potential. Jano Berni, Agency Sales Manager at Ringier Advertising, has analysed in detail why it is worthwhile for brands to specifically address the older target group in marketing and which aspects need to be taken into account. He shares his findings in this interview.

Many brands are focussing on reaching Generation Z better. Why do you think it is important to keep the older generation in mind?

The target group of best agers, i.e. 50 to 74-year-olds, is very attractive. It is growing steadily and, thanks to increasing life expectancy, is staying active and consuming for longer. This age group often has high purchasing power and is an important direct and indirect influencer. In the MACH Consumer Study, family members are often cited as one of the most important sources of information.

Which sectors should pay particular attention to this target group?

Best agers often have more free time and use it for hobbies, which is exciting for industries such as tourism, culture and catering. As influencers, they support their offspring in financial and insurance matters, in raising children and much more. The target group often emphasises a healthy lifestyle and consciously addresses the topic of prevention, which makes them an interesting target group for brands from the health, sports and wellness sectors. They are also extremely attractive for premium and luxury brands, as older consumers pay more attention to quality and are prepared to pay higher prices for it.

What needs to be considered if you want to reach this target group?

It is interesting to understand that age-related changes in the absorption of information occur earlier than many people think. For example, the ability to adapt to bright light decreases from the age of 40 and from the age of 50 the field of vision can be restricted, so that it takes longer to see things clearly. These changes can make it more difficult to store information in the short-term memory, which can lead to information being absorbed more slowly and forgotten more easily.

What does this mean when choosing the right media mix?

The choice of medium depends heavily on the amount of information. Text-heavy posters or short digital messages can be problematic, especially in busy environments. If the information is not clearly perceived, the impact is low, regardless of how often it is displayed. With extensive content, it is therefore an advantage if potential customers can absorb it at their own pace, as is the case with print media, for example. In addition, best agers often engage intensively with various topics. This is where content marketing can make an effective contribution to conveying relevant information in an appealing and target group-orientated way.

«The target group is growing steadily, remains active for longer thanks to increasing life expectancy and is keen to consume – anyone who overlooks them in marketing is missing out on one of the most affluent target groups of our time.»

Jano Berni, Agency Sales Manager Ringier Advertising

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