How much are
misconceptions
about 50+ people
costing you?
There are important changes in the human brain that begin at around 45 years of age.
​
Subtle neural degradation means that older people receive, process, and respond to new information very differently to their younger selves.
That means what works for 20-40 year olds is simply not effective with people 50+.
Memory and emotion become much more powerful influences in decision-making, and the raw facts and figures that stimulate younger brains lose their impact.
​
Sage Insights can show you what these changes mean for purchasing behaviour, and how to create communications that engage older brains and persuade them to become valuable, loyal customers.
Neurology holds the key to the 50+ market
The Sage Insights qualitative research project
We’ve been to the coal face to discover exactly what the 50 - 80 age group feels about advertising and marketing.
We surveyed 277 people aged 50 to 80+ through New Zealand with an online questionnaire, with plenty of extra opportunities to provide additional comments and feedback.
​
With this project we endeavoured aimed to understand three very important things:
How people aged 50 years and older in New Zealand perceive advertising.
Their thoughts about the way older people are portrayed in advertising.
How points One and Two might affect their buying behaviour.​
We’ve also spoken to in excess of 100 people aged over 50 in Auckland, Hamilton, Tauranga, Christchurch, and Queenstown about a range of products, preferences, attitudes, aspirations, and lifestyle choices.
What we know
-
What over 50s think about how they are targeted and portrayed by advertisers
-
Why over 50s feel misunderstood, misrepresented, and ignored
-
What over 50s consumers are really like:
-
How to improve the way your brand engages with over 50s
-
And a lot more valuable information that will transform the way you view and communicate with your over 50s customers.
​
Why you shouldn’t view everyone over 50 as being all the same
In the same way that 20-year-olds are usually very different from 30-year-olds in their outlook, attitudes, interests, and motivations, the same holds true for older people.
They are not a homogeneous group. They are savvy, discerning, individuals with distinctive preferences that continue to evolve as they age. They also continue to seek out new life experiences with vigor and enthusiam.
And while they remain healthy that never stops!
​
Today's 60 year old has lived through half a dozen economic cycles and takes a much longer term view of view than a 30 year old, who's still seeing everything for the first time.
​
Today’s 80-year-old was only 24 at the time of Woodstock and the Moon landing!
​
Boomers are the generation who lived through the most radical decades of change ever - from colour TV and Flower Power to Punk Rock and the birth of the internet.