Advertising’s slavish devotion to youth is often cited, with the finger generally pointed at agencies. Age and experience are too often under-valued by many agencies when building teams; the natural consequence being advertising that is badly targeted, full of stereotypes and unrepresentative.

Marketers, too, have shared frustrations with me that age was a barrier to landing a particular job but there isn’t yet a chorus of discontent.

As much as diversity in age within your team would improve your output, what would be more of a silver bullet is this: be better at marketing.

We as an industry are falling over ourselves to understand millennials. We attack the pursuit of dissecting Generation Z with vigour with relish. There isn’t seemingly the same enthusiasm for those older consumers who have more money, more time, and more need for products and services across more categories.

From me to brands: Don’t give up on me when I hit the half-century. I will still voraciously consume new live and recorded music, seek new technology to make my life easier, divide my time between new media and old – at the same time as buying whatever it is my daughter is angling for that week and finally getting around to sorting out our financial lives.

Sourced through Scoop.it from: www.marketingweek.com