How to target the invisible powerhouse (over 50s) - Jeremy Hine, MullenLowe

Do you think the advertising industry has a problem with age now? In my experience, the majority of marketing departments are run by people under 40. Sometimes the majority, even under 30, and that's reflected in creative agencies as well. I think that's a real problem because if you look at the statistics, people over the age of 55 represent the majority of people in the UK, they have enormous buying power, lost disposable income, and often a bit more time on their hands to spend it as well. So it's such a shame that we as an industry are neglecting a very significant part of the population. Recently that MullenLowe have released a new report called "The Invisible Powerhouse", looking at the lives of over 50s and how we can market to them better. In this episode, I speak to MullenLowe UK CEO, Jeremy Hine, about the report and what we can do to address this problem.What we covered in this episode:52 year old Jeremy introduces himselfWhat inspired ‘The Invisible Powerhouse’ report on age diversityWhy age represents the greatest disparity in Advertising representationHow do older people feel about the way in which they are portrayedThe business case for people ‘Feeling Seen’ in advertisingAlmost half the population are over 50 and own 70% of all assetsWhy not all over 50’s are the sameThe age people feel rather than the age they areWhat segmentation by attitude revealsInspiration from the gear lever design in a JaguarThe dominance of youth in the ad industryHow to brief to ensure older representationThe importance of seeing and understanding the older generationWhy Entertainment matters to an older audienceInspiration from the Magnum campaign featuring older peopleThe value of spending time with older peopleWhat we can learn from TikTokThe stereotypes of older people in advertisingTaking inspiration from Top GunWhy women experience an even greater invisibility in advertisingHow Mullen Lowe led the Governments covid responseHow a crisis super charged creative work & collaborationWhere to get more help on marketing to an older audience