Don’t target age target need.

This is a good posting from the Age in Place Technology about ways to target older people without saying you are doing it. It is a variant of age-neutral marketing.

Whilst I agree with most of what is said, it is possible, when trying to strip out the age dimension, to make the marketing message obtuse and vague.

Worse still, when it is blindingly obvious what the product is and for who it is intended, the message can become preposterous. In the UK there was a series of ads for Stannah Stair lifts where the models where shown in a park watching their grandchildren play rugby but still needing assistance to get up the stairs.

It is all a matter of balance. Dick Stroud