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"absatzwirtschaft"- The underestimated 50+ generation
Ines Imdahl
What happens when an entire generation is overlooked – even though it is in the prime of life, eager to consume and has enormous social influence? In her article ‘The underestimated 50+ generation’ in absatzwirtschaft, Ines Imdahl explores precisely this question.
The 50+ generation is no longer what many brand communications still suggest: old, passive and irrelevant. On the contrary – it is curious, digitally savvy, ready for change and full of psychological dynamism. And yet, in advertising, it often remains invisible or is reduced to stereotypical roles.
Ines Imdahl shows how important it is to take a differentiated view of this target group. Her in-depth psychological analyses make it clear that people over 50 not only have high purchasing power, but also a strong need for meaning, self-fulfilment and social participation. Anyone who wants to reach them must be prepared to let go of old images and develop new narratives.
The article is another impulse from the Rheingoldsalon to rethink images of age and to communicate with the 50+ generation on an equal footing – with respect, psychological sensitivity and genuine interest in their reality.
Read the entire article here
Picture: A natural approach to the Gen Silver: Since 2017, Jever has been advertising its non-alcoholic Jever Fun with a grey-haired surfer. (© Jever)
