Dick Stroud is the founder of 20plus30, a marketing strategy consultancy specialising in the 50 plus market. He is the UK’s leading expert on using interactive channels to communicate with the over-50s market.
Skype Name: dickstroud
News, views and opinions about the most powerful group of consumers - the 50-plus market.
At the recent Older Richer Wiser conference there was a presentation from Warner Leisure Hotels.
One of the slides was about how to refer to the over-50s - answer - don’t use Baby Boomer, Pensioner, Third Ager and Silver Surfer. Dick Stroud
Labels: Advertising, Market Research
3 Comments:
Where was this poll taken? Boomer seems to be a very accepted tag for the over 50 crowd in North America.
To be honest I am not sure when this research was done - I think in the last 6 months.
This is Brit thing about the term Baby Boomer and I would guess in most countries outside the US. Also, the term has little demographic meaning since the UK did not follow the same birth rate increase profile as the US.
Dick:
We've always advised clients to use the much simply "older adults" to describe an older demographic. Certainly not "aging adults" or "aging Boomers."
But "older" as in an older brother or sister. It's a relative term, not a pejorative one.
Using "older" also leaves it up to the individual to decide if you are talking to them.
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