Country for old men and women?

Just over a week ago I was delighted to realise that the tirades of very wise and very grumpy old man have eventually gone mainstream.

It’s been years since Bob Hoffman has been going on preaching (with rigour and passion) against the tidal wave of nonsense that had made cash-strapped millennials the only target of all marketing. I have been reading those posts avidly, dreaming about the day marketing sobered up.

So it is very good news that Flamingo join the fray, especially if they are going to produce insights at the same levels as those produced for Mumstock. On that occasion, as Richard Huntington has described in his blog, a very important, fresh perspective has been opened into the emotions of motherhood.

In the same vein I am going to watch this one closely and with high hopes for our profession.

Just two questions, both about the usual “pendulum effect” in human things:

  • Is marketing now going to swing from neglecting assured, youthful, fairly healthy 50+ to be obsessed with them?

In which case beware of shifting demographic patterns: Millennials in fact increasingly have money in their pockets. Look at younger generations of executives, successful start-uppers or at the simple fact of life that people grow up and build some kind of position.

A simple reasoning to back that up: until recently and unless you were born in a PIGS country, normally you finished University around 21-22 and you got into a job straight away, more or less. So if you were that age around the year 2000, had a decent mind (more or less), ambition and did not squander all your money in booze, cocaine and silly borrowing, by today you are just over 30, already on a good career and enjoying a decent income (50K+). Double that if your partner does the same not bad going, especially if you play it right in Greater London.

Also, what about the 40something? Those who did all of the above since year 1993-94 are in an even stronger position…

  •  Does loving the 50s+ mean digital all of a sudden does not matter anymore?

Maybe I am only pushing an open door but it is worth taking a trip to the Tube to read people (as had it recently while living in London): look at the number of people 50s+ who read the Times on their iPad…Enough said: digital technology is part of the fabric of life for all generations. Look also at these stats for Italy, the country where ecommerce is seriously fraught with online crime and the fear of it:

At the end of the day, we cannot escape one simple boring reality: Specific “trends” deserve attention at any given moment in time: some are fun, some really change the game, all are photograms in a longer movie. Eventually the only safe bet for all marketers is to do the homework and give all segments and demographics a balanced deal of attention, just like we do (or should) with our grandparents parents, children, brothers and sisters, uncles & aunts etc. etc.

So now it is time to enjoy insights into our 50+ uncles, older brothers, fathers, courtesy of Flamingo.


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