The specialist trade body for mature marketing, the Silver Marketing Association, has applauded the JD Williams autumn ‘We see you’ campaign as a beacon of hope for the more considered, inclusive marketing that it says is essential for brands to resonate with the over-50s demographic.
In a glowing review of the online retailer’s autumn glow-up, Silver Marketing Association MD Debbie Marshall said: “In an industry often obsessed with youth, it’s refreshing and inspiring to see brands embrace the beauty and power of women at every age. We therefore want to extend a huge congratulations to JD Williams for their latest campaign, which beautifully showcases older models wearing vibrant, colourful autumn clothing.
“And it’s not just that it’s good to see a brand being kind to mature people, it’s genuinely better business now the over-50’s population account for more than 50% of UK consumer spending. Customers connect with brands that reflect their reality. By using older models, JD Williams is speaking directly to a significant and often overlooked demographic, showing them that style is timeless and accessible.”
Esme Stone, Head of Brand at JD Williams said: “In our second campaign with creative agency Motel Company and brand ambassador Gok Wan, we celebrate the arrival of autumn with our own unique style. Continuing our mission to celebrate and reframe midlife, we’re putting midlife women exactly where they belong: at the centre of the fashion conversation. Midlife isn’t about fading into the background – it’s about owning your style with confidence.”
Supporting this view, research by Noon highlights just how influential this demographic is with women over 50 making over 90% of household spending decisions, while Forbes has coined them “super consumers” accounting for 27% of all consumer spend. These statistics underline the powerful commercial opportunity for brands that truly see and value this audience, demonstrating why campaigns like ‘We see you’ are not only culturally relevant but also commercially smart.
