MMA Awards Winners Announced
The Mature Marketing Association (MMA) has announced the winners of the first ever marketing awards scheme to champion and promote excellence in advertising and marketing activity that is aimed at older consumers.
The Awards were presented at the Mature Marketing Summit, held in London on October 10th. The five category winners were: SunLife, Sunswept Resorts, Doro, Grand UK Holidays and Age UK Mobility.
Commented Kevin Lavery – Vice Chairman of the Mature Marketing Association and Awards Chairman: ‘In a youth-centric advertising and marketing world, too much activity targeted at older consumers misses the mark. We’re delighted to be able to celebrate some great work that we hope will inspire others.’
The Mature Marketing Awards are organised by the Mature Marketing Association and sponsored by Accord, in association with WARC.
Grand UK Holidays
by Precision Creative Media
Age UK Mobility
At last – grown-up awards for grown-up marketing. But beware - this story contains adult content
In the advertising industry we're obsessed with youth, we're endlessly trying to get "upwardly mobile Millennials" or "hard to reach youthful influencers" or some nonsensical and largely broke crowd who can't afford the premium SUV we have on offer. Meanwhile we've not looked around to see that all the people with money and influence are actually rather old.
They hold an estimated 80% of the country’s wealth and have the highest disposable income of any age group. In fact they outspend their younger counterparts in almost every category from food and packaged goods to cars, cruises, entertainment and personal care.
Yes, it’s the 50 plus market that, in two years time, will make up more than half the adult population in this country - over 20 million. They’re bending the rules, bucking the norm and defining Britain’s ‘new old’.
It’s a youth centric marketing world
Mature consumers are frequently bewildered by much of the advertising they see because it’s youth centric – even for things that all age groups buy.
Part of the problem is that people who create the ads don’t look like the people who buy the products. The average age of an ad agency account executive or creative is 28. It’s the same in marketing departments and a 28 year old can’t think 50, 60, 70 or 80. Unconscious age bias is a proved academic fact.
So the ad agencies and their marketing clients are fielding people who are three, four even five decades younger than the age group that dominates the marketplace; and when it comes to advertising to older people, age myopia really kicks in. Either that or the creative director reaches straight for the blue rinsed grannies from central casting. The result? Marketing that misses the mark
In research, older consumers consistently report that they feel at best ignored and at worst patronised by current advertising and marketing.