“In need of help, undemanding, all the same”—we were already able to debunk these clichés about people over 50 in our first depth psychology study, “50 Plus and That’s It?,” conducted in collaboration with screenforce. Contrary to the narrative often perpetuated by younger generations, people between the ages of 50 and 69 are interested in innovations and new brands, have high expectations, are proud of their skills, and are anything but monotonous.

To better understand this diversity and build on existing data, we conducted a follow-up study on the target group differentiation between men and women aged 50 to 69.

What relevant life issues concern men and women in this phase of life, how do they differ in their approach to these issues, and are they adequately represented in advertising?

At DMEXCO, Ines Imdahl presented the results for the first time, which clearly show that life topics such as relationships, beauty, and vocation are of particular relevance—and that men and women deal with them differently. A key difference is that women question the status quo and plan for upheavals, while men want to maintain their current lifestyle and appear more satisfied with it.

To see how the target groups differ in other ways and which commercials were rated as particularly suitable in the in-depth interviews, view the full presentation here.

Picture: Michael Kötschau