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summary of the 50-plus market why the future is age neutral when it comes to marketing and branding strategies by dick Stroud getting older every day the advertising business is prejudiced in favor of young people only five percent of ads Target consumers older than age 50 even though these customers make up more than half of the Primetime TV and radio audience worse still research in the United States and the United Kingdom found that older people feel that ads depict them inaccurately a few advertisers take a more strategic approach by dismissing the idea that age matters Guinness and husabush Honda and Michelob have all depicted older people in their ads without alienating younger consumers these H neutral ads reinforce viewers sense of themselves as participants in desirable activities and focus on factors that matter most when people make purchasing decisions e unlike age marketing directed only at people who are 34 or younger ignores profound continuing Global demographic changes
