According to Nielsen, they are the most valuable consumers in the history of marketing. So why is the industry ignoring them?
his speech at the NextM conference, held in Copenhagen and organized by GroupM.
The advertiser addresses his criticism of what he calls the “makeup” of the industry , referring to the low presence of senior professionals in agencies when they represent almost half of the US population.
Although this situation is usually excused by arguing that young people are more creative or, as Mark Zuckerberg says, “smarter”. However, reality shows Tunisia Phone Number List that talent is not a question of age.
And to prove it Hoffman alludes to the latest winners of some of the most reputable awards in the arts and sciences. All of them, of course, over 50.
“In short, people over 50 are creative enough to master the Pulitzer, Oscars or Emmys but they are not creative enough to write a bloody banner,” says Hoffman.
As consumers, the senior Tunisia Phone Number Database public is responsible for half of total consumer spending, they have 3 times the income of other generations, they buy 57% of new cars, they control 70% of the wealth in the United States and, “If they were a country, they would be the third largest economy in the world.”
Likewise, until the year 2030 this demographic group will grow at a rate 3 times higher than those under 50 years of age.
“Do you really think it’s a good idea to ignore these people?” Asks the advertiser. And despite all this, seniors are only the target of 5% of marketing activity. The reason for this denial of the senior target is nothing more than a reflection of the narcissism of an industry that has given in to trends.