There's a huge amount of money to be made by taking older people seriously.
In the US, The Federal Reserves Data for November 2018 showed that millennials compared to previous generations have ‘”lower earnings, fewer assets and less wealth.”
Women over 40 are the ones with the disposable income and they’re looking to spend it.
If you are your brand’s custodian or working with your ad agency and you observe that you exclusively use faces and voices in your campaigns of people who are under the age of 32, then conduct a thought exercise and have a conversation that goes like this: “If we were to target people 40 and over with this brand, what would that look like?”
“ Could we include a mix of women over 40?”
