MMA Summit Speaker Interview: Marianne Jones - Editor at Stella Magazine
WHY IS THE over-50s SECTOR IMPORTANT?
We are important because, in the current economic climate, the over-50s are the demographic holding the purse strings. For years I have been frustrated by the general media fixation with millennials. So joining Stella three years ago was a great opportunity to rebrand in order to superserve and champion our mid-lifers who we have identified as loud and proud 'perennials'.
WHAT ADVICE WOULD YOU GIVE TO BRANDS TRYING TO REACH THE OVER-50S?
Stop talking down to and start bigging up the relevance and power of this demographic. We are living in Generation Ageless and by 2020 up to a third of the UK workforce will be 50-plus and in control of 80 per cent of the wealth. Over-50s no longer associate themselves with a life of lawnmowers and Rotary Club events, cheese and wine parties, elasticated waists, river cruises and group tours to Madeira. Age barriers and generations are breaking down like never before and brands should wake up to this.
WHAT KEY POINTS DO YOU HOPE TO HIGHLIGHT AT THE SUMMIT THIS YEAR?
I want to celebrate the might of the confident, adventurous and trend-savvy ageless generation and explain why, when most other magazines are chasing a young audience, we deliberately do the opposite.
WHAT’S YOUR FAVOURITE CAMPAIGN THAT HAS SUCCESSFULLY REACHED THIS AUDIENCE?
I like Maye Musk in this Covergirl ad. What I particularly admire is that her wrinkles haven't been airbrushed - she simply looks like an exceptionally cool and confident 70-year-old. Which is what she is.