Selling To The Over-50 Crowd

Today’s LA Times has a great story on the continuing preoccupation with marketing to 18-to-49 year olds.
The article suggests that today’s 50+ consumers aren’t the fuddy-duddy, set-in-their-ways people their parents were; rather they’re people with money to spend and a desire to try new brands and new experiences.
Since few people in advertising (or anyone who writes the ads on a day-to-day basis), media or marketing is over 50, obviously the ad industry ignores that audience. Out of sight, out of mind.
I wrote about this before. Perhaps there’s a place for all the supposed “over the hill” ad people–by marketing to people their own age. Who could do it better?

About Dan Goldgeier

Blogging on AdPulp since 2005, Dan Goldgeier is a Seattle-based freelance copywriter with experience at advertising agencies across the U.S. He is a graduate of the Creative Circus ad school, and currently teaches at Seattle's School of Visual Concepts. In addition, he is a regular columnist for Dan published the best of his columns in a book entitled View From The Cheap Seats: A Broader Look at Advertising, Marketing, Branding, Global Politics, Office Politics, Sexual Politics, and Getting Drunk During a Job Interview. Look for it on Amazon in paperback and e-book editions.


  1. Fresh old faces…instead of fresh young faces. Do they exist?
    Questionable? They’d probably be a nuisance or killed off by people who would do anything to get into the ad business.

  2. Do you think in certain instances the lack of marketing to the over 50 crowd could be because many agencies and companies anticipate brand loyalty?