Marketing to the over 50s

The over 50s market in the UK is one of the most important demographics for marketers. This group is not only the largest age group in the UK (over 50 million people in the United Kingdom), but also one of the most affluent (holding 80% of UK wealth) and active.

Alongside this, the over 50s group is more likely to have disposable income and be able to afford luxury items. They are also more likely to have time on their hands, as they are often retired or semi-retired. This means that they are more likely to have the time to enjoy leisure activities, such as travel and dining out.

The over 50s are also more likely to be active and engaged than other age groups. They are more likely to participate in activities such as exercise and socialising. This makes them an ideal target for marketers of health and fitness products, as well as products that promote active lifestyles.

Finally, the over 50s are a very loyal demographic. They are more likely to stick with brands that they know and trust. This means that if you can win over this group, you are likely to have customers for life.

"People in their 50s and 60s see themselves as much younger and they are physically much younger and more able and they want to be active and contributing to society. Saga has been serving that generation for 65 years but we need to adapt to a world of retirement and the wide-ranging commitments of the older generation". Mark Atkinson, Saga.

And companies are starting to take note. Brands that have focused specific marketing campaigns on the over-50s include:

1. Marks & Spencer

Marks & Spencer is a UK-based retailer that has been around for over 130 years. In recent years, the brand has been aiming its marketing campaigns more at the over-50s demographic. For example, in 2016 Marks & Spencer launched a campaign called “Leading Ladies” which featured older female celebrities like Joan Collins and Twiggy in its ads. The campaign was very successful, with sales increasing by 3% in the months following its launch.

2. Oasis

Oasis is a UK-based fashion brand that is part of the Arcadia Group. In 2017, the brand launched a campaign called “This Is Me” which was aimed at the over-50s demographic. The campaign featured a series of short films in which real women over the age of 50 talked about their style. Sales increased by 5% in the months following its launch.

3. L’Oréal

L’Oréal is a French cosmetics company that is the world’s largest cosmetics manufacturer. In 2017, the company launched a campaign called “Because We’re Worth It” which was aimed at the over-50s demographic. The campaign featured a series of short films in which real women over the age of 50 talked about their beauty routines. Sales increased by 6% in the months following its launch.

4. Land’s End

Land’s End is an American clothing brand that is part of the Sears Holding Company. In 2017, the brand launched a campaign called “The Life Well-Lived” which was aimed at the over-50s demographic. The campaign featured a series of short films in which real people over the age of 50 talked about their life experiences. The campaign was very successful, with sales increasing by 7% in the months following its launch.

5. Wrangler

Wrangler is an American clothing brand that is part of the VF Corporation. In 2017, the brand launched a campaign called “Live Your Adventure” which was aimed at the over-50s demographic. The campaign featured a series of short films in which real people over the age of 50 talked about their outdoor activities. Sales increased by 8% in the months following its launch.

6. Lloyds Bank

Lloyds Bank plc is a British retail and commercial bank with branches across England and Wales. To drive 'over 50s' uptake on their banking app, Lloyds partnered with newspaper The Daily Telegraph to create a series of crossword-style ads which revealed the app’s features as answers, engaging the viewer with a clever campaign that rewarded their intelligence. As a result, 56% of readers went on to visit the website and 44% went on to download or use the app.

If you are marketing to the over 50s, it is important to remember that this group is not a homogeneous mass. There is a great deal of variation within the age group, and so it is important to segment your target market carefully. Some of the most important things to consider when marketing to the over 50s are lifestyle, interests and needs. By understanding these factors, you can tailor your marketing messages and products to appeal to this important demographic.

Other considerations can include:

• Appeal to their sense of independence and self-reliance. The over 50s are not interested in brands that talk down to them or use childish visuals.

• Use language that is respectful and inclusive. Don't use age-related stereotypes in your messaging.

• Promote your brand as being inclusive of all ages. This will show that you understand and respect your older customers.

• Don't underestimate their tech savvy. Many older adults are comfortable using technology and social media. According to a study by Age UK, the over-50s are the fastest-growing group of online shoppers.

• Reach them where they are. There are many ways to reach older adults, including traditional media, online advertising, and direct marketing. According to eMarketer, fewer young people are using Facebook and the biggest growth area is those in the 65+ age bracket.

• Use celebrity endorsements from people over 50. This will help to show that your brand is relevant to this age group.

• Highlight the benefits of your products or services for people over 50. This could be things like improved health, increased mobility, or financial savings.