The Ad Contrarian: Why Do Marketers Hate Old People?

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Love this age group defined as “75 to dead.”

As I wrote recently, automobile marketers continue their idiotic habit of targeting people 18-34 for “youth cars” despite the fact that 88% of the people who buy these cars are over 35.

Almost everyone you see in a car commercial is between the ages of 18 and 24. And yet, people 75 to dead buy five times as many new cars as people 18 to 24.

In fact, marketers are more likely than ever to ignore and insult the people who can actually buy their products and grow their businesses.

Marketers contempt for and prejudice against older people is a remarkable and fascinating story. They have volumes of data that tell them about the size and power of the over 50 market, but because of their hard-wired prejudices they are blind to it.

The Ad Contrarian: Why Do Marketers Hate Old People?.

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