LEADING EDGE ; Old Is The New Cool

Advertisers need to be careful how they portray and communicate with the mature market, the three-day 'Baby Boomers & Seniors Marketing' conference was told in Sydney. Sponsored by Evergreen Marketing Communications, the conference learned from keynote speaker Kevin Lavery, of specialist London

Since the mid 1960s, when agencies first realised the huge potential of the burgeoning teenage market, little has changed in terms of their targeting methodology. The adage "get them while they are young and keep them loyal" was laid to rest by figures showing more than 50 percent of the mature market are keen to try new things and that they are in fact no more brand loyal than any other age group.

Like in the UK, New Zealand media schedules tend to stop at a 54 year-old age break and then lump every person over this age into one massive group. Ad agencies appear to focus on the under 39s as the prime target market, which is patently ridiculous when those over 40 have the highest discretionary income of any other age group.

The Sydney conference was told that the 'oldies' feel ignored, misrepresented and alienated by the advertising they see and are protesting with their wallets. Perhaps this may be true in New Zealand as well.