“We do have to spend a lot of time educating marketers that it’s not another planet when you’re 50 plus”, says Danielle McMurray, vice president of marketing at the AARP Media Advertising Network. “They’re at the gym, they’re hiking, they’re shopping online. They’re doing everything that everyone else is” And it is the largest and wealthiest demographic on earth. “They’re an unstoppable segment of the consumer marketplace and they are driving markets”. The AARP abbreviated its name from the American Association of retired persons were till working. It now claims some 38 million members reached through two “core magazines” and its website. Since the pandemic, says Ms McMurray “every adult aged 50 and over is online. It’s not even a question anymore. They are on social media. Maybe they’re not on TikTok and Snapchat, but they are on Facebook and Instagram. They’re watching YouTube”.
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