Representing older people in advertisements is not the only way to grab the silver market, according to research. In a study with ITV, marketing platform System1 investigated whether there is a “diversity dividend” when older people see themselves in ads. It found that dividend was far rarer than with young people. Only five out of 56 such ads played to a sample group of over-55s produced an uplift in emotional response. “Older people may be easy to reach, but they’re harder to pleased”, say the researchers.

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