On part 2 of this episode of Renegade Thinkers Unite recorded live from the PSFK conference, Drew speaks with two guests about how marketers can relate to audiences over 50 and the importance of that audience in today’s society. They also discuss the value of looking ahead in marketing and the future marketing trends to keep in mind.
David Stewart, CEO/founder of Ageist, explains the disconnect between 50+ audiences and younger marketing teams. He shares insights that will change the way you approach marketing to older generations.
Dr. Devon Powers shares her knowledge on future marketing trends and how brands need to be thinking about their future interactions with customers.
Learn important B2B marketing trends and click here to listen.
What You’ll Learn
Marketers are missing the mark for audiences 50+ — here’s the solution
“Too many marketers are obsessed with the millennial generation,” explains David on this episode. Few brands understand what older consumers are looking for and they’re missing out on capturing their brand loyalty. He wants listeners to understand that people over 50 often feel invisible in the market, and if your company recognizes the value they add to society, you’ll be well on your way to capturing their dollars.
Focusing on values and aspirations is key for marketing to all ages
Campaigns focused on values and aspirations are two marketing trends that are always successful. No matter the age of your audience, these types of campaigns speak to every consumer. If you appreciate a consumer’s accomplishments and explain how your company can help them succeed even more, you’ll earn customers for life.
Here’s how you can identify future marketing trends
Devon explains that always evaluating your physical and online environments is key to understanding future marketing trends in your industry. Marketers need to be thinking about how their consumers identify themselves and interact with others. Those patterns and trends will dictate how they interact with your brand. If you’re always challenging your assumptions, you’ll be on your way to understanding where marketing trends are headed in the future.
- [1:18] Part 2 of the podcast recorded live at the PSFK conference
- [1:55] Most marketers are missing the mark for consumers over 50
- [8:10] How can you communicate effectively with the 50+ demographic?
- [16:26] Dr. Devon Powers, researcher and professor, on future marketing trends
- [23:57] Devon explains why challenging your marketing assumptions is key
- [28:19] Here are your main takeaways from this episode of Renegade Thinkers Unite
Connect With David Stewart:
- Ageist website
- Email David
- Connect with David on LinkedIn
- Follow Ageist on Twitter
- Follow Ageist on Facebook
Connect With Devon Powers:
- Devon’s website
- Devon’s Temple University webpage
- Connect with Devon on LinkedIn
- Follow Devon on Twitter
Resources & People Mentioned
Connect with Drew
- On LinkedIn
- On Twitter
- On Facebook
- On Instagram
Meet the Guest
David Stewart is a photographer and founder of Ageist, a media company whose purpose is to reinvent how life is lived, experienced and understood by those over 50. He is an expert on the new life phase that is emerging among this financially empowered yet underserved demographic.
Devon Powers is an associate professor in the Department of Advertising in the Klein College of Media and Communication at Temple University. Her research focuses on consumer culture, cultural intermediation/circulation, and promotional culture. She is the author of Writing the Record: The Village Voice and the Birth o Rock Criticism (2013), and the editor of Blowing up the Brand: Critical Perspectives on Promotional Culture (2010).
Quotes from David Stewart and Devon Powers
- David - "The idea of where people sit in the future drives everything"
- Devon - "The ability to see patterns, to use curiosity and insight to make inferences, and then use those tests to extrapolate in the future, that's completely human"