news item
28.09.2010
Research Report Highlights the Facts and Fiction of Marketing To Mature Audiences
A new research report promises to offer an invaluable one-stop source of vital information for marketers targeting today’s older, more mature, audiences. The impact of the UK’s ageing population is increasingly recognised by marketers, yet many lack a consistent and planned approach to targeting this diverse group, concludes the research by specialist agency, rhc advantage.
The agency, which claims to be the UK’s only creative marketing agency to specialise in consultancy and integrated marketing communications for mature audiences, has been strengthened with the appointment of Tom Wright CBE, Chief Executive of Age UK, as non-executive Chairman.
The research report, ‘Marketing and Mature Audiences’, is released on Friday (1 October 2010) and has been produced by rhc advantage. It is based upon the analysis and interpretation of over 200 data and research sources. It provides an authoritative and comprehensive introduction to the UK’s ageing population and its consequences for marketers, and in the process separates fact from fiction. It was produced in collaboration with two University Professors. According to the agency, there is no definitive UK-based text on the subject.
Mark Beasley, managing director of rhc advantage, said: “The UK population is ageing at an unprecedented rate. Traditional concepts of age and ageing are increasingly outmoded and ineffective as a basis for marketing planning. Our report will help marketers by providing information, insight and understanding of this complex and diverse audience, which will in turn drive more informed marketing planning and communications.”
The changes in the UK population structure are dramatic. There are already more adults aged over 45 than there are aged under 45, and the over-65s is the fastest-growing demographic group of all. Despite this, according to the report, only global brands like Coca Cola, Procter & Gamble and Unilever and specialists in older consumers such as Saga and Stannah, appear to have a clear strategy for addressing the realities of the UK’s ageing population.
Commented Wright: “To meet the current and future needs of the UK’s ageing population, it is important that the issues and opportunities associated with older people are communicated on the broadest possible platform. It is particularly important that this is done from a marketing perspective and I believe that many businesses, brands and organisations will benefit from the insight and expertise that rhc advantage brings to the mature market.”
The agency provides both consultancy and marketing communications services. Mark Beasley commented: “It is absolutely crucial that not only are we able to help organisations to gain insight and to plan, but that we are also able to help them execute. We believe that our creative expertise enable us to deliver exceptional branding, design and integrated marketing communications solutions.”
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