The 50+ target group – economically strong, socially active and psychologically exciting. And yet, in brand communication, they are often overlooked or reduced to stereotypical images. Why is this the case? And what can be done about it?

In the current issue of absatzwirtschaft, Ines Imdahl gets to the bottom of precisely these questions. In her article ‘50+ and done?’ she shows how little differentiation the advertising industry makes when dealing with older consumers – and how much potential there is in a new, psychologically sound perspective.

Because people who are 50 today are in the prime of life. This generation is digitally savvy, eager to consume, curious – and above all: diverse. The depth psychology research conducted by Rheingoldsalon shows that it is high time to question images of age and rethink communication strategies. The article is a plea for more appreciation, more psychological understanding and more courage to address people in a genuine way. You can find the entire column here.