rhc advantage is now an Official Partner of Race Online 2012, the campaign to increase internet usage in the UK. Led by Martha Lane Fox, who was appointed UK Digital Champion by David Cameron in June, Race Online 2012 aims to get as many people as possible online by the end of the Olympic Year, and everyone of working age by 2014.
Martha launched the ‘Manifesto for a Networked Nation’ on July 12th. This can be downloaded at www.raceonline2010.org. and the key points are summarised below:
• Internet use declines with age – which is why we’re involved. However, it’s not as simple as that - “the links between social disadvantage and internet non-use are strong” and the key factors are age, health, employment and income.
• Non-users of internet include: 45% of people aged 65-74; 48% of people with disabilities; 50% of people where household income falls below £11,500; and 75% of people aged over 75.
• The 10 million people in the UK who have never been online are said to be missing out in a number of ways. They will become increasingly isolated and disadvantaged as ‘digital’ becomes the main channel for access to private and public sector services.
• An ‘overwhelming’ economic and social case for a ‘networked nation’ is made (by PWC).
Digital exclusion is not simply about age. For example, other studies have found that 88% of ABs aged 55-64 (but only 29% of DEs) use the internet, and that 93% of people aged over 70 with a degree use the internet
And encouragingly, it is now older people who are driving the growth in internet usage. UKOM (Nielsen) found that 1 million of the 2 million new users (y/e May 2010) were people aged 50-64, an age group which now accounts for 25% of all internet users (but only 15% of the population).
Once again with marketing and older people, it comes down to that old marketing mantra, STP (segmentation, targeting and positioning).
To read more articles about marketing and older people, visit www.rhcadvantage.co.uk/news.
To request a copy of our recently updated 100-page research report on marketing and older people, please complete the form at www.rhcadvantage.co.uk/contact
Wednesday 28 July 2010
Tuesday 20 July 2010
Is the advertising industry ignoring older people?
Campaign - the main advertising industry magazine - recently published two articles about advertising and older people. In essence, these said that the advertising industry did not communicate well with the 'over-50s' - the verdict being: 'could do better'.
Our letter in response to these articles is below:
The two articles in Campaign regarding advertising and older people by Paul Kitcatt (02 July) and John Tylee (09 July) make a number of interesting and important points. Yes, advertising (and marketing) has yet to align itself fully with the ageing population. Yes, it is the case that, overall, people aged over 50 have a disproportionate amount of wealth (and more importantly, of expenditure). And as Hamish Pringle, the Director General of the IPA has said, ‘adland is way out of line in terms of age’.
However, much as I enjoyed the articles, they also highlight the lack of clarity that surrounds this subject. First, what market are we talking about, exactly? The articles use a variety of terms, including: ‘baby boomers’, ‘the grey market’, ‘mature consumers’, ‘the mature market’’, ‘old people’, ‘older consumers’, and the ‘over -50s’. Confused? Well, at least ‘the over-50s’ makes an arbitrary line in the sand. This imprecision aside, is it helpful to perpetuate the idea that this vast number of people should be regarded as a single segment or market, a massive ghetto defined by age?
And perhaps it is misleading to suggest that advertisers are missing out on a group which - Paul seems to suggest - is not only older, but also richer, smarter and wiser than younger people. Some older people are indeed fabulously wealthy, others (over 2 million, according to Age UK) live in poverty. Many others (more than 50%, according to some studies) have inadequate pension provision, while more than 30% of people between 50 and retirement age are unemployed (not all of them advertising executives).
For most people, cognitive (and physical) decline are still inevitable facts of ageing (despite the book Paul refers to), so any intellectual superiority is unfortunately not necessarily sustainable long-term. The fastest-growing population segment is now the over-65s, as the ‘baby boom’ cohort ages. Many of this age group will not be richer, smarter or wiser – but will still be large enough in volume and value terms to be of interest to advertisers. This suggests that we need to move on from generalised (and unrealistic) views of a wealthy baby-boom generation to a more realistic understanding of the UK’s ageing population.
Our business – rhc advantage – is a new marketing communications agency for clients interested in adult and older audiences. We have produced, with the aid of two University Professors, a comprehensive review of the many different issues related to marketing and older people. This is available at no charge via our website (www.rhcadvantage.co.uk). Hurry, before we join the graveyard of such agencies referred to in John’s article!
Thank you for raising the subject, John and Paul. I am willing to take part in forming an industry group to move forward some of these issues, if you or anyone reading this is interested.
Mark Beasley
Director
rhc advantage
www.rhcadvantage.co.uk
Our letter in response to these articles is below:
The two articles in Campaign regarding advertising and older people by Paul Kitcatt (02 July) and John Tylee (09 July) make a number of interesting and important points. Yes, advertising (and marketing) has yet to align itself fully with the ageing population. Yes, it is the case that, overall, people aged over 50 have a disproportionate amount of wealth (and more importantly, of expenditure). And as Hamish Pringle, the Director General of the IPA has said, ‘adland is way out of line in terms of age’.
However, much as I enjoyed the articles, they also highlight the lack of clarity that surrounds this subject. First, what market are we talking about, exactly? The articles use a variety of terms, including: ‘baby boomers’, ‘the grey market’, ‘mature consumers’, ‘the mature market’’, ‘old people’, ‘older consumers’, and the ‘over -50s’. Confused? Well, at least ‘the over-50s’ makes an arbitrary line in the sand. This imprecision aside, is it helpful to perpetuate the idea that this vast number of people should be regarded as a single segment or market, a massive ghetto defined by age?
And perhaps it is misleading to suggest that advertisers are missing out on a group which - Paul seems to suggest - is not only older, but also richer, smarter and wiser than younger people. Some older people are indeed fabulously wealthy, others (over 2 million, according to Age UK) live in poverty. Many others (more than 50%, according to some studies) have inadequate pension provision, while more than 30% of people between 50 and retirement age are unemployed (not all of them advertising executives).
For most people, cognitive (and physical) decline are still inevitable facts of ageing (despite the book Paul refers to), so any intellectual superiority is unfortunately not necessarily sustainable long-term. The fastest-growing population segment is now the over-65s, as the ‘baby boom’ cohort ages. Many of this age group will not be richer, smarter or wiser – but will still be large enough in volume and value terms to be of interest to advertisers. This suggests that we need to move on from generalised (and unrealistic) views of a wealthy baby-boom generation to a more realistic understanding of the UK’s ageing population.
Our business – rhc advantage – is a new marketing communications agency for clients interested in adult and older audiences. We have produced, with the aid of two University Professors, a comprehensive review of the many different issues related to marketing and older people. This is available at no charge via our website (www.rhcadvantage.co.uk). Hurry, before we join the graveyard of such agencies referred to in John’s article!
Thank you for raising the subject, John and Paul. I am willing to take part in forming an industry group to move forward some of these issues, if you or anyone reading this is interested.
Mark Beasley
Director
rhc advantage
www.rhcadvantage.co.uk
Thursday 15 July 2010
rhc advantage brings maths alive for Texas Instruments
rhc advantage have launched a direct and digital marketing campaign for Texas Instruments Education Technology division.
The campaign launches the new TI-Nspire product to maths and science teachers in secondary schools across the UK.
TI-Nspire is a flexible ICT platform with the potential to transform the way students explore and learn maths. It does this via fully compatible handheld and software versions, to suit different teaching and learning needs.
Sounds complicated? ‘Once you’ve seen TI-Nspire in the classroom, you soon realise that it is an absolutely fantastic product which really does inspire students and teachers’, explains Richard Collyer, creative director of rhc advantage. ‘The problem is that it is extremely difficult to explain in a few words.’
For this reason, rhc advantage carried out research with teachers before devising a communications strategy, leading to the core creative concept that ‘TI-Nspire brings maths to life'.
The campaign had three main elements, all created by rhc advantage: a mailing, a website and a video. First, a mailer was sent to maths and science teachers and department heads. This aimed to direct them to a website, www.nspiringlearning.org.uk, which prominently features an introductory video showing TI-Nspire in classroom action. The website also explains the features and benefits of the product in detail, features other videos showing different aspects of the product, and has a number of calls to action, including a trial offer of the product.
Collyer points out that in this case, the rhc advantage proposition of 'marketing for older audiences' relates to teachers. 'We are keen to work with clients targeting adult audiences - and this need not just mean people of retirement age. Adults tend to prefer communications which focus on understanding and meeting needs, delivering benefits and providing information - which is exactly what this TI campaign does. It's worth noting that many marketing messages are inter-generational - in this case it's about helping teachers to inspire students, in other cases it might mean middle-aged people helping their parents to choose a retirement home.'
Concludes Collyer, ‘There’s no doubt that if you’re a maths or science teacher, you will be impressed by what you see. That’s why the video plays such a central role in making the benefits of a relatively complex product seem so immediate and obvious – TI-Nspire really does bring maths to life.’
For further information, please contact Mark Beasley or Richard Collyer at rhc advantage - 01256 704070, www.rhcadvantage.co.uk
The campaign launches the new TI-Nspire product to maths and science teachers in secondary schools across the UK.
TI-Nspire is a flexible ICT platform with the potential to transform the way students explore and learn maths. It does this via fully compatible handheld and software versions, to suit different teaching and learning needs.
Sounds complicated? ‘Once you’ve seen TI-Nspire in the classroom, you soon realise that it is an absolutely fantastic product which really does inspire students and teachers’, explains Richard Collyer, creative director of rhc advantage. ‘The problem is that it is extremely difficult to explain in a few words.’
For this reason, rhc advantage carried out research with teachers before devising a communications strategy, leading to the core creative concept that ‘TI-Nspire brings maths to life'.
The campaign had three main elements, all created by rhc advantage: a mailing, a website and a video. First, a mailer was sent to maths and science teachers and department heads. This aimed to direct them to a website, www.nspiringlearning.org.uk, which prominently features an introductory video showing TI-Nspire in classroom action. The website also explains the features and benefits of the product in detail, features other videos showing different aspects of the product, and has a number of calls to action, including a trial offer of the product.
Collyer points out that in this case, the rhc advantage proposition of 'marketing for older audiences' relates to teachers. 'We are keen to work with clients targeting adult audiences - and this need not just mean people of retirement age. Adults tend to prefer communications which focus on understanding and meeting needs, delivering benefits and providing information - which is exactly what this TI campaign does. It's worth noting that many marketing messages are inter-generational - in this case it's about helping teachers to inspire students, in other cases it might mean middle-aged people helping their parents to choose a retirement home.'
Concludes Collyer, ‘There’s no doubt that if you’re a maths or science teacher, you will be impressed by what you see. That’s why the video plays such a central role in making the benefits of a relatively complex product seem so immediate and obvious – TI-Nspire really does bring maths to life.’
For further information, please contact Mark Beasley or Richard Collyer at rhc advantage - 01256 704070, www.rhcadvantage.co.uk
Thursday 8 July 2010
Older, Smarter.....and French
This blog has been off the air for a few weeks and apologises to our many readers around the world. One of the reasons for this – apart from pressure of work, of course – is that information about matters related to older people is becoming increasingly prevalent. There is no point in simply re-circulating what is already in the public domain, so we haven’t.
Having said that, here’s a quick summary of a few things from the past few weeks that we think are worthy of comment.
• Lower taxes. The threatened increase in Capital Gains Tax to 40% did not take place, for whatever reasons (a compromise between appeasing the LibDems and the City, one imagines). An increase to 40% would have affected the many older people depending upon investments to support themselves. 28% seems generous by comparison.
• More work. The state retirement age is due to increase to 66 for men – but not until 2016 – and to 68 in 2040. For women, it will increase to 66 in 2018. Not too surprising when one considers that the number of people aged over 65 will increase by 50% between 2008 and 2033. For many poorer people this will mean another year or more of low paid work if they are lucky enough to have a job, and another year of unemployment for the many people aged 50-65 who do not have a job. When the retirement age was set at 65 in 1940, the average life expectancy was 60 – not over 80 as it is now.
• What does ‘old’ really look like? Stereotypes of what it really means to be ‘old’ continue to be eroded – slowly. Ringo Starr and Tom Jones have just celebrated their 70th birthdays. And Myrrha Stanford-Smith, 82, has signed a three-book publishing deal. Her first novel, ‘The Great Lie’ was published last week.
• ‘Silver surfers’ live! Research by Nielsen has been announced, showing that increased usage of the internet has been driven by people over 50. In fact, people aged 50-64 account for 25% of all internet users – but less than 15% of the total population. And yes, the newspapers reporting this cannot wait to use the hackneyed phrase ‘silver surfer’ – a redundant stereotype, surely. I know many people over 50 who use the internet – but few if any have grey or silver hair.
• Grumpy old men are no more. Several pieces of psychological research have been publicised, suggesting that people get nicer as they get older. Research by Professor Karen Fingerman found that younger people are more aggressive and confrontational than older people, who in turn are more forgiving and friendly. Perhaps grumpy old men are an endangered species (although I still know a few).
• Our research presentation is on the road. Our presentation – Marketing and Older People – has now been presented to a number of the UK’s leading organisations. Based upon our comprehensive research report, drawing on more than 150 sources, this presentation is now a tour de force of slickly presented information, generously interspersed with finely-honed ad libs and bon mots. Book your presentation now, while we’re still on tour.
• Older, Smarter…and French. And while we’re talking French, McKinsey have published a report on what population ageing means for France. Their research found three inter-related major trends reaching a tipping point and fundamentally transforming the country: an ageing population, changing household types and economic factors slowing the expansion of wealth. All of this means that the average French household in 2030 will be older, better educated and less wealthy than the average household today. This mirrors the findings of our own research in the UK – to book your presentation or read the report, visit www.rhcadvantage.co.uk .
Having said that, here’s a quick summary of a few things from the past few weeks that we think are worthy of comment.
• Lower taxes. The threatened increase in Capital Gains Tax to 40% did not take place, for whatever reasons (a compromise between appeasing the LibDems and the City, one imagines). An increase to 40% would have affected the many older people depending upon investments to support themselves. 28% seems generous by comparison.
• More work. The state retirement age is due to increase to 66 for men – but not until 2016 – and to 68 in 2040. For women, it will increase to 66 in 2018. Not too surprising when one considers that the number of people aged over 65 will increase by 50% between 2008 and 2033. For many poorer people this will mean another year or more of low paid work if they are lucky enough to have a job, and another year of unemployment for the many people aged 50-65 who do not have a job. When the retirement age was set at 65 in 1940, the average life expectancy was 60 – not over 80 as it is now.
• What does ‘old’ really look like? Stereotypes of what it really means to be ‘old’ continue to be eroded – slowly. Ringo Starr and Tom Jones have just celebrated their 70th birthdays. And Myrrha Stanford-Smith, 82, has signed a three-book publishing deal. Her first novel, ‘The Great Lie’ was published last week.
• ‘Silver surfers’ live! Research by Nielsen has been announced, showing that increased usage of the internet has been driven by people over 50. In fact, people aged 50-64 account for 25% of all internet users – but less than 15% of the total population. And yes, the newspapers reporting this cannot wait to use the hackneyed phrase ‘silver surfer’ – a redundant stereotype, surely. I know many people over 50 who use the internet – but few if any have grey or silver hair.
• Grumpy old men are no more. Several pieces of psychological research have been publicised, suggesting that people get nicer as they get older. Research by Professor Karen Fingerman found that younger people are more aggressive and confrontational than older people, who in turn are more forgiving and friendly. Perhaps grumpy old men are an endangered species (although I still know a few).
• Our research presentation is on the road. Our presentation – Marketing and Older People – has now been presented to a number of the UK’s leading organisations. Based upon our comprehensive research report, drawing on more than 150 sources, this presentation is now a tour de force of slickly presented information, generously interspersed with finely-honed ad libs and bon mots. Book your presentation now, while we’re still on tour.
• Older, Smarter…and French. And while we’re talking French, McKinsey have published a report on what population ageing means for France. Their research found three inter-related major trends reaching a tipping point and fundamentally transforming the country: an ageing population, changing household types and economic factors slowing the expansion of wealth. All of this means that the average French household in 2030 will be older, better educated and less wealthy than the average household today. This mirrors the findings of our own research in the UK – to book your presentation or read the report, visit www.rhcadvantage.co.uk .
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