By Adam Foley, CEO
As someone rapidly approaching my fiftieth birthday I, like seemingly everyone of my vintage, found the John Lewis Christmas Ad somewhat poignant. While it did a pretty good job of making me cry in the office (although a much less good job of making me think about doing my Christmas shopping at John Lewis), it’s symptomatic of something we talk about a lot at Bountiful Cow.
Namely, that people aged 50+ don’t look or behave like they used to.
If you’re 50 now, you were 15 when the 90s kicked off. You were probably a couple of years too young for acid house but just the right age for the Stone Roses and Britpop. You were into Twin Peaks and Tarantino. You’ve ventured further than your parents ever did, probably had a few big trips to Amsterdam and Ibiza. You grew up on Just Seventeen, Cosmo or Loaded. You were part of the first generation to almost universally go to university.
All of which means we need to think differently about how we communicate with this generation. They’re growing up more slowly than previous generations and they see the world differently – and they might not see themselves in advertising.
One of the big conventions in our industry is to focus targeting on 25-54 year olds, but if you’re 50 today, you’re closer to Blur than blue rinse. This is a generation that has money, taste and attitude.
They’re probably still in the market for your beer brand. Or maybe the zero alcohol version if they went a bit hard in the 00s.
They’ll think about pensions and retirement differently. They’ll be thinking about the possibilities of freedom and money, not settling down to watch Countdown.
They don’t think they’re old (and to be clear, I will not use that word to describe myself for a long time). So, you need to talk to them in the way they see themselves.
That doesn’t mean they don’t need brands to guide them through the ageing process, but if you’re selling them hearing aids, you might mention the significant contribution to their tinnitus of seeing My Bloody Valentine play live.
This generation doesn’t need to be talked down to, and maybe no generation ever does. But, as Gen X turn 50, we must remember how much has changed from the generation before.
They were the first to go digital, the first to travel widely. The world they built in the 90s and beyond still resonates through todays culture. They’re pioneers, not just the last box on your demographic on TGI.
People in their 50s are ready to spend money with brands that show that they get them. John Lewis have nailed that. But just don’t forget to mention what it is you actually want them to buy.
