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12
A life time of TV watching…
LIFETIME TELEVISION EXPOSURE
NE
GA
TIV
E V
IEW
S O
F A
GIN
G
Source: Donlon & Levy 2005
16
“A man at midlife is suffering from loss of youthful vitality, and, often some insult to his youthful, narcissistic pride”
Elliot Jacques
18
Life satisfaction starts to increase in middle age
Life satisfaction score by age group in the UK 2007
24
Things may change but people stay basically the same
Source: Arking 2006 : Baltimore Longitudinal Study of Aging
29
Crystallised memory remains stable into late Middle-age
Source: Poon 1992; Moscovitch 1982
Mechanical (fluid) memory – new information
33
People typically report feeling 20% younger than their chronological age
Source: Eibach Mock Courtney 2010
36
Insight generation
1. Question your approach to segmentation
2. Question the appropriateness of your internal team & advisors
3. What will you do differently to account for the fact that older people are more in tune with their emotions?
37
Brand and Product Strategy
1. Don’t make age relevant when it isn’t
2. Is the product design maximised for this demographic?
3. Ensuring NPD strategy reflects changing population
38
Communications
1. Use of more positive wording and semantics is important
2. Diversity & accuracy of representation (avoid stereotyping)
3. Stop making excuses that older people are harder to influence - that they don’t use digital or are cynical