rhc advantage is on a mission. We want to change the way that businesses and marketers think and act with regard to older and mature audiences. We believe that by thinking and acting positively about the UK's ageing population, marketing can drive business growth. This will also benefit older consumers themselves, by offering more and better information, choice and access. Think of us as an older brother to your agencies and marketing team – one which can help you take a more grown-up approach to demographic change.
The UK population is ageing and there are now more adults than at any point in history
35% of the population is now over 50; and the fastest-growing group of all is people aged over 65. What's more, people are staying economically active for longer. For example, people aged over 50 now account for 35% of the total population, 50% of household expenditure and 80% of the wealth. This is a group of consumers which is too large to ignore, too diverse to stereotype and too complex to second-guess.
Yet marketing continues to take older consumers for granted
Youth and cool are still worshipped, while older audiences are usually ignored, misunderstood, stereotyped or patronised. Products and services are often trivialised by communications where 'creativity' and attempts to be cool or appeal to youth have been allowed to obscure or even replace key brand messages and product information. Not surprisingly, many adults buy products and services in spite of marketing, not because of it.
There's been a lot of talk
Ten years ago, Datamonitor* claimed that '95% of marketing and advertising budgets are still aimed at customers under 50 years old'. In 2006, members of the IPA (Institute of Practitioners in Advertising) believed that agencies were 'out of touch with older consumers**. Consumer research has regularly found that with age come scepticism and negative attitutudes towards brand communications***.
Now it's time for action
At rhc Advantage, we have the specialist insight and expertise necessary to help our clients to plan more effective marketing strategies and tactics, to ensure that you optimise your market share across all age groups, now and for the future.
And when it comes to marketing communications, we ensure that we start with the basics: a clear understanding of your brand, product or service and its consumer benefits, consumer insight, the assumption of an intelligent and discerning audience, and clearly-defined marketing and communications objectives.
As a result, we are able to create more engaging and more effective advertising, brand, design, direct and marketing communications for older and mature audiences.
To discuss how our mission could help your business, contact us for a grown-up conversation.
*Danielle Rebello of Datamonitor. 'Older Consumers: Destroying Marketing Myths' Datamonitor 2004. ** 'Age in Advertising' - IPA, 2006. *** For example, Millennium (2008), Smizgin & Carrigan (2006), Belch & Belch (2008)
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