“You are not too old and it’s not too late. Today is the oldest you’ve ever been and the youngest you’ll ever be.” - Eleanor Roosevelt
• Seniors account for nearly half of all consumer spending, but are targeted with just 10% of marketing dollars
• The 55+ population has nearly $2 trillion in annual income
• The 2010 Census shows the senior age group is, for the first time, the largest in terms of size and percent in the US
• One in every five Americans will be 65 or older by 2025
• Adults 55 to 64 outspend the average consumer in nearly every category, from food, household furnishing, entertainment, personal care, gifts, travel and many others.
• The youth-obsessed marketing and advertising industry in the US has not proportionately adapted and responded to the senior market
• Most agencies are staffed predominately with younger employees to address big spending and youthful categories such as fast food, soft drinks, beer, cars, telecommunications, and video games. As a result, the average age of a “creative” in an agency in the U.S. is 28.
• According to Lisa Reswick of the Washington Post, “marketers must appeal to older consumers and may soon regret banishing everyone who saw the Beatles sing “I want to hold your hand” on the Ed Sullivan Show. In your 20’s and 30’s, it’s very hard to understand the mind-set, needs and tastes of those decades older.”