The Elixir of Youth: Why Marketing Should Stop Obsessing Over It

By Nikki Gillespie, Executive Creative Director

I’ve been thinking a lot about age this month, maybe because mine’s spiking alarmingly upwards. But mostly because our industry, like the world, seems to be obsessed with the elixir of youth. It’s so prevalent, it’s sometimes hard not to get swept up on to said bandwagon, but I have one message for you: stay strong.

Marketing 101 – identify your audience – core customers, new customers, decision influencers?

Most of the age-old marketing rules are still super relevant today, and the first one is ‘know your audience’. However, brands can be myopically obsessed with rugby tackling that elusive, youthful ‘conquest’ audience to the ground, even if it is not theirs. 

Brands have told me they’re worried that their “core audience is fifty and they’ll soon be dead, and then what”? My short answer is that the people who were forty ten years ago will take their place. We’re all getting older (fingers crossed) and staying active and healthy for longer, which leaves a large and increasing number of people in their upper middle-age, potentially ignored by youth-obsessed Marketing Execs. Young audiences rarely have time, loyalty or in most cases – money, so why do it, unless they actually happen to be your target audience.

The real kicker? If we all go chasing after the same youthful crowd, our work will end up looking the same. 

Targeting an expanding older audience

We should recognise, appreciate, and engage our older audiences in ways that genuinely speak to them. Look what happened when someone decided to make a rom com for older people. The Best Exotic Marigold Hotel cost just $10 million to make and grossed almost $137 million worldwide. Not only did older people have time on their hands, but they also had money to spend.

One of the most rewarding things about our business is understanding the different audiences around the brands we serve and finding unique, new, and surprising ways to float their boat. For example, if I’m a 55-year-old car consumer:

I may want to see Jason Statham advertising the car of my dreams.

I might want to go shopping with J.Lo.

Or want Stanley Tucci to make me a Negroni.

Youth in the workplace

Society’s obsession with youth also extends to the workplace. Clearly age discrimination in employment is illegal, but we all know that older people experience ‘out of shelf life’ syndrome when job seeking. But with age typically comes experience, that awesome, enviable, attractive beast that is hard earned and worth every penny. 

For me, having experience in our teams gives us the confidence to be bolder and braver in our creative work. Experienced leaders that have ‘been there and done that’ will steer a solid ship in a strategic way that works commercially. And the good ones allow the younger & inexperienced members of the team to have a voice and also nurture their talents to develop their careers and experience. 

At Sassy+ we have a mix of age groups and experience, and it feels like the right blend to keep us current and innovative as we deliver targeted, creative work for our clients.