Studies indicate that the older people get, the less likely they are to believe what they see or hear in the media. But does that mean adults over a certain age are harder to reach?
Only one in four 45- to 54-year-olds and one in five 55- to 64-year-olds believe what they see or read in the media, according to research commissioned by my firm, Smarts Illuminate. Compare that to consumers between the ages of 18 and 35, who are twice as likely as the people 45 and older to believe what they see or hear in the media. That’s what marketers are up against. Could the research be telling us that older adults are more skeptical, or dare I say, more cynical?
This is a problem for marketers. People over 45 are a primary target group for many consumer brands, because of the growth of the demographic and the increased spending power they have compared to young singles and cash-strapped families with young children.
With that in mind, here are some tips for developing campaigns that will engage people 45 and up: