Last but not least: 15 - 49 is an old hat
Admittedly, it is a bit confusing: 40-year-olds look like they're 25, and so do 13-year-olds. And grandmas aren't concerned with Mottenkugeln or Mozartkugeln anymore, but rather with which iPod model is the best.
Admittedly, it's confusing: 40-year-olds look like 25, 13-year-olds too. And grannies are no longer concerned with mothballs or Mozartkugeln, but rather with the question of which i-Pod model is the best. Gone are the days when the over-50s were relegated to the consumerist afterlife. Now they are in, the oldies, they have become an interesting target group. They have money, and their purchasing power is greater than that of young people - a lack of apprenticeships and high unemployment figures among young adults up to the age of 25 are a sign of things to come.
The advertising industry has now discovered this fact for itself. Publisuisse has just stretched its advertising-relevant group by ten years, and other industry insiders also confirm that 15 - 49 is now an old hat. People are now calling 50- to 59-year-olds an "interesting potential," "a new currency," and they are already wondering whether the youth craze that has been running wild for years will now be followed by the oldie craze. Experts wave it off, saying that the elderly are much harder to influence and less homogeneous.
And yet the change is palpable, the goodwill of older consumers increasingly important. Some point to pop singer Madonna as the reason why the advertising-relevant group is now allowed to be up to 59 years old. Because she'll be 49 next year, and that would have been something if the world's richest artist had soon slipped out of the advertising-relevant target group.
The advertising industry has now discovered this fact for itself. Publisuisse has just stretched its advertising-relevant group by ten years, and other industry insiders also confirm that 15 - 49 is now an old hat. People are now calling 50- to 59-year-olds an "interesting potential," "a new currency," and they are already wondering whether the youth craze that has been running wild for years will now be followed by the oldie craze. Experts wave it off, saying that the elderly are much harder to influence and less homogeneous.
And yet the change is palpable, the goodwill of older consumers increasingly important. Some point to pop singer Madonna as the reason why the advertising-relevant group is now allowed to be up to 59 years old. Because she'll be 49 next year, and that would have been something if the world's richest artist had soon slipped out of the advertising-relevant target group.
