the new age of ageing

Move over Millennials and Gen Z.

The new power consumer is over 50. ‘Baby Boomers’ are changing the consumer landscape through their purchasing power, ravenous appetite for experiences and positive approach to ageing. We explore how brands can accelerate brand love for this misrepresented consumer group.

JD Williams, I AM Campaign

JD Williams, I AM Campaign

Ever the generation of rebels, the ‘Baby Boomers’ are hitting their 50’s, 60’s and even 70’s, and reinventing their lives, forging paths for others to follow. Age is no longer a useful indicator of how this group are living; with increased longevity and unprecedented financial influence, this generation is a serious force to be reckoned with. As decision makers, entrepreneurs, caregivers and creators, they continue to push boundaries and challenge the status quo.

With the negative connotations of the ageing process increasingly rejected by consumers, we are uncovering rich new seams of opportunity by shining a light on the complex, diverse and multi-faceted nature of the ‘Baby Boomer’ generation. There is enormous potential for innovation by brands that welcome and engage men and especially women in this group.

Sunlife Ad

Sunlife conducted a huge survey which revealed that far from winding down and resigning themselves to a life of daytime tv; this group are picking up new hobbies, launching new businesses, travelling and seeking out new experiences.

‘Welcome to life after 50’ is a positive brand campaign featuring a series of people in their 50s and 60s refusing to conform to outdated sterotypes. It effortlessly captures ageless life energy. The campaign won Marketing Weeks Masters Award for financial services in 2017 and increased brand consideration by 8%.

Brands in a multitude of categories have much to gain by reflecting on this new age of ageing, creating services and solutions for this crucially important consumer. Why not celebrate the self-knowledge that comes with age, and at the absolute minimum, make older women feel welcome in store. Ditch the outdated stereotypes and harness data to drive deeper, better, more personal engagement. Think beyond demographics to find out what drives them and why.

Here are some brands embracing inclusive and realistic marketing strategies:


Sweaty Betty jumped at the opportunity to champion Yazemeenah Rossi, 63 year old grandmother, yogi, artist and model, in their campaigns.

Neal’s Yard created the ‘Age Well Revolution’ campaign to celebrate real women, encouraging them to share ‘age well’ stories with other women.

JD William’s ‘I AM’ Campaign raises a toast to celebrate 50+ women living life to the full, embarking on all sorts or amazing journeys and no matter what life throws at them.


Brands must finally realise that the 50+ that are most ignored, are the ones who can do the most good in this economy and drive commercial results in a tough retail climate. The time for patronising ads and ignorance is long gone. With so many women tired of being written out of the script, many brands have pounced on the opportunity to celebrate the 50+ woman.

Highlighted in The Times today, luxury fashion brands such as Celine and Saint Laurent have been working on campaigns with celebrities well into their 60’s, 70’s and 80’s, such as Joni Mitchel (75) and Joan Didion (84). Diane Keaton, 73, also features in the article; she has been amassing a huge Instagram following with her fashion tips for brands such as Maison Margiela.

Aside from A-listers, there’s an abundance of inspiring models and “real” women representing ageless energy in the advertising industry, across fashion, beauty and wellness. A classic example is Daphne Selfe, 90 years young, showing no sign of slowing down… in fact her career has boomed since her 70’s.

Also steering the ageless revolution, magazines and blogs such as The Bias Cut, Renaissance and The Fine Line are making huge leaps changing the perception of 50+ women.

Accelerating brand love for Hotter

We are delighted to be working with Hotter Shoes on forging a new brand world for ageless life connectors. Hotter’s ‘made for those that count’ campaign is a celebration of amazing 50+ ‘connectors’ in all their glory; championing attitude over age, highlighting their joy, energy and desire for style without compromising on quality and comfort.

We carefully cast an eclectic mix of 50+ actors to star in the TV campaigns. Here’s a glimpse of one of the Hotter TV ad’s for the 2019 Spring/Summer campaign: