Two: Marketers' Blind Spots
One might expect that such a profound and rapid change in the population's structure would significantly impact the marketing industry. We have all encountered products targeted at the Silver Generation, such as cosmetics for "mature skin," dietary supplements for the elderly, or even adult diapers and incontinence products for mature consumers. While specific markets and needs for older consumers are recognized, the question remains: are these the only needs of the Silver Generation?
Regardless of age, all adults are consumers of fast-moving consumer goods (FMCG), food products, beverages, mobile phones, banking services, cars, and more. Research indicates that older consumers are, like their younger counterparts, willing to try new brands or switch from established ones if compelling alternatives are available. However, if you observe the average TV commercial, you rarely see actors with gray hair. In my research covering 37,000 TV ads aired in Poland since 2017, currently only 9% featured actors aged 50 or older, despite this demographic group representing 37% of the population. This underrepresentation of the Silver Generation in advertising is a significant gap.
This issue extends beyond Poland. When examining Super Bowl ads from 2016 to 2021, only 4% of actors were aged 60 or older. This is especially striking because the Super Bowl, a televised event with an enormous audience, is frequently used to launch new products and open new markets.
Author: Wojciech Kowalczyk
TO BE CONTINUED...