Creative Marketing for Older Audiences

Hospitality industry neglecting over-65s market, says Barclays

2012-01-26T05:08:00.000-08:00

There is a major contradiction between the UK hospitality and leisure industry’s attitude towards the over 65 demographic and the actions of the sector, with the majority of operators neglecting this growing market, according to new research from Barclays Corporate.
(http://www.newsroom.barclays.com/ 29.12.11)

The following article, with quotes from rhc advantage, appeared in http://www.taxdonut.co.uk/ (13.01.12).

Almost two thirds of hospitality businesses are failing to target the over-65s, research by Barclays has found, despite most firms claiming they are tuned in to older audiences.

In the Barclays’ survey of 160 senior executives across the industry, 62 per cent admitted they had no specific services or products tailored to the over-65s market – such as special deals or physical facilities including easy access – while eight in ten said they had no plans to start doing so.

However, Mike Saul, head of hospitality and leisure at Barclays Corporate, said it was a mistake to overlook the opportunities that a healthier, ageing population represented for firms in the hospitality industry.

“Given the level of income the over-65s currently provide to the industry, it would be remiss to ignore investing in a demographic that is expected to grow so significantly in the next few years,” he said.

Changes needn’t be dramatic or expensive, added Saul, with minor adjustments such as targeted marketing campaigns and promotions aimed at older audiences often easy to put in place.
However, British Hospitality Association spokesman Miles Quest said that many existing hotels and restaurants had worked very hard in recent years to capture the older, often high-spending retired market.

“Hotels and restaurants aren’t silly,” he said. “The over-65s often have lots of time and money which they can spend on weekend breaks, expensive meals and out-of-season holidays.
“Smaller independents can struggle to keep up with trends and expensive marketing campaigns compared with the big chains,” added Quest. “But most successful local businesses are very aware of their clientele, including older customers. They are typically close to the ground so they understand their customers and what they want, whether that’s a certain style of menu, pricing or even decor.”

Mark Beasley, managing director of marketing agency RHC Advantage which specialises in older audiences, advised businesses keen to attract an older clientele to make sure that their offer was inclusive.

“All the evidence shows that older consumers dislike being targeted by age,” he said. “But with age comes certain issues – physical mobility or impaired eyesight, for example. Loud music, over-friendly youthful waiting staff, menus with small print and washrooms accessible by staircases, for example, are just some of the ways in which older people can feel alienated. Assess your business and how it works for people over a certain age.”

For further information about marketing to older audiences, and to request our free research report on the subject, visit http://www.rhcadvantage.co.uk/

Warmest Christmas wishes from rhc advantage: helping to spread the warmth

2011-12-18T09:56:00.000-08:00

This Christmas we’re celebrating our first full year as the UK’s only independent marketing agency to specialise in mature audiences.

It’s been a wonderful 12 months and we would like to thank our clients for helping us make our first year so successful.

But not everyone is so fortunate.

That’s why this Christmas we are supporting Age UK’s ‘Spread the Warmth’ campaign, which is helping to prevent thousands of older people suffering and dying needlessly in winter because of the effects of cold weather.

For further information on the Spread the Warmth campaign, please visit http://www.ageuk.org.uk/get-involved/spread-the-warmth.

There are a number of ways you can also help – for example, you could donate an unwanted warm coat to your nearest Age UK shop or make a donation directly to Age UK.

With warmest wishes for a Happy Christmas and prosperous New Year from all of us at rhc advantage.

rhc advantage – the specialist ‘over 50s’ marketing agency - launches London’s first luxury retirement village

2011-12-12T14:52:00.000-08:00

rhc advantage - the specialist marketing agency for mature audiences - has unveiled the launch campaign for Battersea Place, London’s first luxury retirement village.

Battersea Place has been designed to meet the needs of older people living in their own homes in London who want to downsize and plan for their future, but wish to continue living in the city. Located close to Albert Bridge and opposite Battersea Park, it will offer people aged over 60 independent living in stylish, spacious apartments and penthouses, supported by facilities comparable to those of a five-star hotel, including a bar, restaurant, pool and spa. Fully-qualified care staff will be on site 24 hours a day and there will be a nursing home wing.

The company behind Battersea Place is international retirement property specialist, LifeCare Residences. Said Marketing Manager, Amy Baker, “Battersea Place is a unique concept which needs extremely careful positioning. We were looking for an agency who understood today’s complex and sophisticated ageing population and who also had the marketing and creative skills to plan, create and deliver an exceptional campaign. We are delighted with the insight and creativity that rhc advantage has brought to Battersea Place ”

The campaign includes brochures, direct marketing and press advertising. Said rhc advantage director, Mark Beasley: “Battersea Place will be an exceptional development in a fantastic location, and very different to other retirement communities in the UK. The people moving here will be wealthy and sophisticated London residents, with very high expectations. We wanted to avoid the usual clichés and stereotypes that are used when communicating with older people.“

Richard Davis, LifeCare’s CEO, comments: “In the UK we have a rapidly increasing ageing population, and in 20 years’ time one-third of all households will be 65 years and over. Currently this mature market own £1 trillion of the UK’s housing assets. As they get older, they will require extensive ongoing care and support, so there is a genuine need for them to downsize and realise their capital assets. This in turn will free up their sought-after old family accommodation for younger generations to utilise.”

Notes to Editors

1. LifeCare Residences
LifeCare Residences is an internationally experienced retirement village specialist, expert at creating lifestyles and environments to enrich the lives of their residents. http://www.lifecareresidences.com/

2. Battersea Place
Battersea Place will comprise 112 contemporary apartments, with a price guide of £400,000 - £2.45m, and a boutique 30-bed nursing home. Battersea Place will be offering superior amenities including a chef-run restaurant, café/bar, swimming pool and spa, library and cinema room. The apartments, which include several large penthouses, will be comparable to other luxury developments with lifestyle benefits, already in place along the banks of the Thames; the only difference being that LifeCare’s will have 24-hour support from a professional in-house care team. The Marketing Suite was opened in October2011 and the first residents will move in to the development in 2014. http://www.batterseaplace.co.uk/

3. rhc advantage
rhc advantage is the only independent UK marketing agency to specialise in the increasingly mature audiences resulting from the UK’s ageing population. The directors are Mark Beasley (managing), Richard Collyer creative) and Tom Wright CBE (non-executive). http://www.rhcadvantage.co.uk/
Contact: Mark Beasley. 020 7193 2361. e: info@rhcadvantage.co.uk

'RHC ADVANTAGE' LAUNCHES CAMPAIGN FOR CHARITY CROSSROADS CARE

2011-12-12T06:43:00.000-08:00

Marketing agency RHC ADVANTAGE has launched a campaign for Crossroads Care Slough, the charity which provides care and care related services for people with care needs and their carers. The campaign – called ‘Caring for Slough’ – is intended to encourage everyone in the community to work together more closely to help people with care needs. It includes a relationship marketing initiative with care and health professionals.

The ‘Caring for Slough’ campaign theme has been developed to position Crossroads as the expert authority on care, for people of all ages and health conditions, in the Slough area. It encompasses activity including: press and bus advertising; direct mail; a new suite of printed collateral, including leaflets, posters and brochures; a new website (www.sloughcrossroads.org.uk) and a new web video.

Commented the charity: “Crossroads Care Slough has now been in Slough for 20 years and is the leading provider of care services in the areas. What we do can make a real difference: not just to our clients, but also to their families – who are often their carers. In some cases, we are able to help people stay at home when they would otherwise be unable to do so – something which is very much in line with Government policy. However, many families with care needs are just not aware that services like this exist. With changes in Government funding, we needed a more professional approach to increasing our presence in the community. We are absolutely delighted with the insight, strategic thinking, creativity and energy that RHC Advantage has brought to us. ”

Commented Mark Beasley of RHC ADVANTAGE: “When we were approached by Crossroads, we were impressed by the great work being done by a committed team of people, in one of the UK’s most diverse communities, helping people of all ages, disabilities and ethnicity. As a Slough boy myself, who moved away from the area many years ago, it is particularly exciting to have the opportunity to get involved with such a worthwhile project.”

Notes for Editors

1. About RHC ADVANTAGE. RHC ADVANTAGE is a marketing agency which specialises in marketing consultancy and communications for age-neutral and mature audiences. The directors are Tom Wright CBE (non-executive Chairman), Mark Beasley (managing director), Richard Collyer (creative) and Tom Wright CBE (non-executive).

2. About Crossroads Care Slough. Crossroads Care Slough is a charity which provides a wide range of care and care-related services for people in Slough and their carers. The services offered are tailored to meet the needs of all ages, disabilities and health conditions. Slough Crossroads employs a team of experienced and well-trained carers, who work with clients, their usual carers and their families. Crossroads Care Slough is an independent part of the national Crossroads Care organisation, Britain’s leading carer support charity. www.sloughcrossroads.org.uk

Situation vacant - Account Manager

2011-10-20T06:23:00.000-07:00

Wanted - Account Manager

About Us
Formed last year, RHC Advantage is the UK’s only independent marketing agency to specialise in adult and older audiences. We provide marketing consultancy and marketing communication services to our clients. The founders and directors are: Mark Beasley (managing) - a former WPP group planning director and Surrey MBA; Richard Collyer (creative) - successful designer and creative consultant; and Tom Wright CBE (non-exec) - chief executive of Age UK. Together with a small creative and production team, we are based in attractive offices in Odiham, Hampshire. We are now looking for an Account Manager to help us look after our expanding client list.

For more information about us, please visit www.rhcadvantage.co.uk

About the job

You would be responsible for:

Project management of ongoing client work

Managing client relationships, contact and reporting on a day-to-day basis

Managing internal relationships with studio and suppliers

Associated administration and absolutely anything else that might need doing!

The appointment will be on a three-month trial basis. After that, the position will become permanent and the salary increased.You will report directly to one of the directors - a highly experienced marketing consultant.

The job is based in our offices in Odiham, Hampshire - an attractive converted coaching inn. It's not Covent Garden or Soho, but you will get the chance to work in a professional environment on a variety of consultancy and communications projects.

The salary will be in the range £18,000 - £25,000 and the usual working conditions and so on will apply.

About you
The successful candidate must have:

Excellent written English and good spoken English

A positive and lively personality

At least one year's relevant experience (this could be a placement year) in an advertising, design or marketing communications agency, or a client marketing department

The ability to travel to and from Odiham (RG29 1LA) easily

Strong personal and business administrative qualities

In addition, you will probably have studied marketing, as part of a first or second degree, or have a CIM diploma.

Please send your CV plus a covering email to: Mark Beasley (mark@rhcadvantage.co.uk). Clsoing date is Friday November 4th. We will make a decision by Friday 18th November and will give feedback to all unsuccessful applicants.

Targeting older people with technical products: the first of an occasional series

2011-09-09T08:11:00.000-07:00

I have a confession to make. I’ve just bought a Brennan JB-7, finally succumbing to the ad that has been appearing for some years in Private Eye. A Brennan is a combined CD player and amplifier, the size of a hardback book, which stores up to 5000 CDs digitally. This makes it very easy to find and to play anything from your CD collection, without lots of plastic CD cases lying around.

My assumption is that the Brennan is targeted at people aged over 50, who have some disposable income (it will cost you from £266 to £540) and who love music. They are probably male and have accumulated a lot of unsightly CDs over the past 25 years or so. This is relatively easy to infer from the media schedule, the ads and the website. If you are not familiar with i-tunes, Spotify, music streaming and the like then discovering the Brennan will be like discovering fire, or the wheel.

However, the problem for Brennan, I suspect, is that many of this older audience are very familiar with such things, limiting potential audience size significantly. All the data we have seen tells us that although older people are less likely overall to use technology such as mobile phones and the internet, this is no more than an average. Within the 20-million-plus people over-50, there are some very heavy users and early adopters of technology – the important variables being class, education, income and occupation (not age). Professional middle-class men aged 50-64 are very heavy purchasers and users of ICT, for example. And to many of them, the Brennan is likely to come across as a clunking and outmoded piece of kit – a bit like a brick-size 1980s mobile phone, say.

This brings us to the product. Within the parameters it defines, the Brennan delivers exactly what it promises. It is, as it claims, unique in what it is – but not in the problem it solves. If you still can’t use a VHS player, you will certainly find the Brennan a challenge. However, to the more up-to-date itunes user, the functionality of the Brennan will seem complex, dated and limited to many. And to transfer your itunes library to the Brennan, you will have to find, download and use software of your own choosing in order to convert the files.

When you finally come to play the Brennan, after the tedious uploading process, the sound quality is very good, although the volume is unlikely to disturb the neighbours. It’s easy to find albums and tracks –as long as you remember that they’re there, as there is no ‘library’ to consult. And memory is not something that improves with age, sadly.

There are a number of positives. I am now able to play most of my music collection (itunes aside) in the living room, without fiddling with an ipod and without the clutter of CDs. The press ad provides an absolute master-class in direct response advertising: it made me believe that this was the best solution to a problem I didn’t really know I had – even though it probably isn’t.

However, after-sales service is a mixed bag: excellent support (for example, in answering questions) but a badly devised, written and designed product information booklet which starts with the product in mind, not the user. A constant theme in these reviews, I suspect, will be the poor quality of written product information – something of great value to many of us older people.

There is undoubtedly a market for this product and 10,000 units have already been sold, claim Brennan. However, one can’t help feeling that the Brennan JB7 is a product rooted in the past rather than the future: its primary rationale is to do with storing CDs, a medium which is in steady decline. I await the new-generation internet-enabled Brennan with baited breath – if not the laborious transfer of all my music to it that will be involved.

One of the biggest secrets of ageing is revealed: the Dilnot Report is published today.

2011-07-05T02:53:00.000-07:00

One of the biggest secrets of ageing is revealed: the so-called ‘Dilnot Report’ (actual title: Fairer Care Funding) is published today (July 4th). This is the report and recommendations made to the UK Government by the Commission on Funding of Care and Support, a body chaired by Andrew Dilnot, a respected economist, statistician and academic.

The Commission was set up by Government as an independent body to make recommendations on how to achieve an affordable and sustainable funding system for care and support, for all adults in England. The most significant group affected by this is the UK’s growing elderly population.

So far, so pedantic, you might think. But I make no apology for spelling out the boring detail: this report is important, it affects all of us, and yet it will pass most people by. In fact, if you’ve read this far, the chances are that you are professionally or personally involved in this issue.

If the report achieves nothing else, it will have highlighted that not only do most people not think about how they will plan and prepare for an extended old age, they also do not even want to think about it. As with individuals, so with society: age, ageing and death remain cultural taboos in the UK, Europe’s most ageist society. It is now that bit harder to bury your head in the sand: one of the biggest secrets of ageing – what happens when you can no longer care for yourself – has now been revealed to a wider audience.

And what happens is this: you will live in a care home, which will be much more expensive than you expected. You will have to pay for it all yourself – and the cost can easily be £50,000 per annum for the rest of your life – unless or until your total assets are below £23,350. You – and your relatives – will only discover the full reality of this at a time when you have no other options. As the report states, the current system is ‘confusing, unfair and unsustainable’.

The report makes a number of visionary recommendations. The two most significant are probably these:

· Individuals contributions towards their social care costs – potentially unlimited at present – should be capped.
· The means-tested threshold should be increased from £23,250 to £100,000.

We will have to wait and see what actions the Government now takes. The total cost of the recommendations is estimated at £1.7bn and the funding considerations include increased taxation, national insurance schemes and private insurance schemes. None of these are likely to be politically attractive.

But one thing’s for sure: the secret is now out. Can you and your family afford to live longer?

----------------------

To read the report in full, http://www.dilnotcommission.dh.gov.uk/

To discuss how rhc advantage could help your organisation, or to read our research report on ‘marketing and mature audiences’, visit http://www.rhcadvantage.co.uk/

Beautiful Retirement Bungalow for Sale in Surrey

2011-06-17T08:15:00.000-07:00

Immaculate retirement bungalow in award-winning development set in semi-rural location on the outskirts of Redhill, Surrey. Countryside views from south-facing patio and conservatory. For sale with immediate possession at £339,950. For further information, please contact the sole agents, Gascoigne-Pees on 01737 244422.

Property description

An immaculately presented two bedroom bungalow exclusively for retirement buyers, situated in rural surroundings overlooking farmland and open countryside. The property is set in a prime position on the exclusive and peaceful Linnell Park retirement development. Built by Churchill Retirement Living in 2004, Linnell Park was awarded the Daily Telegraph 'What House' Gold Award for the UK’s best retirement development. The development is set on a former farm and offers peace, quiet and lovely scenery, enhanced by adjacent farmland and a historic barn.

The property benefits from excellent communications. It is within easy reach of the towns of Reigate and Redhill, Gatwick Airport and the M25. Trains from nearby Redhill and Earlswood stations offer frequent direct services to London and Gatwick. Local shops are within walking distance.

For further information or a viewing, please contact the sole agents, Gascoigne-Pees (Reigate) on

01737 244422
http://www.gpees.co.uk/
Property reference: 110198. Retirement bungalow, Crofters Close, Linnell Park, Redhill, Surrey

These particulars have been prepared by the vendor not the estate agent and do not form part of any offer, agreement or contract.

Wendy Wu Tours appoints rhc advantage

2011-06-10T08:15:00.000-07:00

Wendy Wu Tours, the specialist tour operator, has appointed mature marketing agency, rhc advantage, as its retained brochure design and marketing agency.

Wendy Wu Tours is the UK’s leading independent specialist tour operator to China and a leading operator to Indochina and India. It has appointed rhc advantage to manage the design and marketing of all its brochures, which include separate brochures for China, India and Indochina.

rhc advantage is the UK’s only creative marketing agency to specialise in older, more mature, audiences. Formed by marketing consultant Mark Beasley and creative director Richard Collyer, the agency has recently been strengthened with the appointment of Tom Wright CBE, Chief Executive of Age UK, as non-executive Chairman.

Manuel Mascarenhas, managing director of Wendy Wu Tours, commented: “Most of our customers are aged over 45 and have the time, money and interest to invest in the fantastic travel experience and great value that only Wendy Wu Tours can provide. It is crucial that our brochures reflect the authentic and unique nature of our brand in a way that really inspires our customers and our travel trade partners. We were genuinely impressed with the customer and brand insight that rhc advantage demonstrated – but what really turned us on was their creative vision for the brand, which will be manifested in some of our most stunning brochures yet.”

The first project that rhc advantage will carry out is a ‘mini-brochure’, promoting selected China holidays for 2011, with a ‘fixed price guarantee’. This will be inserted with a number of national consumer titles, and also distributed via the travel trade.

Richard Collyer, creative director of rhc advantage, commented: “We are thrilled to be working with such a great travel brand as Wendy Wu Tours. Many UK operators claim to offer authentic travel experiences, but only Wendy Wu Tours can claim to be owned by someone born in China, with all the unique local knowledge, contacts and access that this implies. This is a brand which can really deliver on its promise and our work will reflect the inspiration, insight and stunning destinations that Wendy Wu Tours can offer. ”

-Ends-

For more information please contact:
Mark Beasley, managing director, at rhc advantage:
T: 0771 213 7603
E: mark@rhcadvantage.co.uk
W: www.rhcadvantage.co.uk
Available for comment and interview.

Manuel Mascarenhas, managing director, Wendy Wu Tours:
T: 020 7939 9576
E: Manuel.Mascarenhas@wendywutours.co.uk
W: www.wendywutours.co.uk

Note to editors
1. Wendy Wu Tours is the UK’s leading specialist tour operator to China, and a leading specialist tour operator to Indochina and India. The company specialises in fully-inclusive escorted tours, offering proven itineraries to spectacular and well-known tourist attractions, as well as hidden gems in more remote rural areas.

The growth and success of the business have been propelled by the founder, Wendy Wu herself. Wendy grew up in China, moving to Australia where she sent her first group tour to China in 1994 and set up her own company in 1998. The UK office was opened in 2004, growing in size and influence with the recruitment of travel industry professionals like Mascarenhas, and winning a number of industry awards. Further information is at www.wendywutours.co.uk

2. rhc advantage is the UK’s only independent marketing agency specialising in adult, older and more mature audiences. Launched last year, the agency provides marketing consultancy (research and planning) and marketing communications services (branding, design, direct and promotion). The directors are: Mark Beasley (managing), former marketing consultant and planning director of a WPP agency; Richard Collyer (creative), successful creative consultant and designer; and Tom Wright CBE (chairman – non-executive), who is Chief Executive of Age UK. Further information is at www.rhcadvantage.co.uk

3. ‘Marketing and Mature Audiences’ is a research report produced by rhc advantage. It provides a comprehensive review of more than 200 data and research sources, in order to provide an introduction to the subject of the UK’s ageing population and the role of marketing. A presentation of the main findings, together with a copy of the full report document, is currently being offered to interested client companies on a complimentary basis. Further information is at http://www.rhcadvantage.co.uk/insight

Age Myopia. What can we learn from the UK care home crisis?

2011-06-06T05:37:00.000-07:00

It has taken a financial crisis at Southern Cross, one of the largest operators, to bring the UK care homes sector to the front pages – which is where it should have been many years ago. At the heart of the media coverage is the alleged ‘unsustainable business model’ of Southern Cross, driven by 'unacceptable' private equity and financial engineering practices. However, perhaps of greater significance is the underlying ‘perfect storm’ affecting the care home industry, which exemplifies a number of massively signficant trends related to the UK's ageing population.

The perfect storm
First of all, I make no apology for spelling out the components of the ‘perfect storm’ surrounding the care home sector. It is clear that for many years, some sort of ‘age myopia’ has ensured that individuals, organisations and society as a whole have been unaware, or chosen to ignore, the following realities.

• Demographics. An increasing number of people will require the services of a care home, as the UK’s population continues to age.
• Who pays? Care and nursing home care is means-tested - the state will only pay if your total assets fall below £23,000. For many individuals, this means the gradual loss of their assets to pay for care.
• How much? When the state does pay, the amount that they will pay care home operators (most of whom are in the private sector) falls below what is required to operate profitably.
• Individual responsibility. It is clear that – as with pensions – most people have failed to make sufficient provision for their old age. However, this argument assumes that (a) most people can afford to save the sums involved, and (b) that they knew it was necessary to do so.

All of this adds up to a situation where demand is increasing, while supply is not. The current mantra has been that most people prefer to stay in their own homes: however, this a little like saying that most people prefer to live forever. We do, but we can’t.

The Southern Cross crisis has increased awareness of these issues, fast. The Government has reacted too, with an independent review into the care system, led by economist, Andrew Dilnot, which is expected to lead to significant legislation later this year. As Paul Burstow, the health minister, has said: ‘Years of sticking plaster solutions have failed to fix social care’.

For social care, read pensions and healthcare.

Age myopia
The main root cause of these problems can be termed ‘age myopia’ – the individual and collective refusal to face up to the realities of age and an ageing population. The UK suffers from it more than most countries: recent research suggested that the UK is the most ageist country in Europe. We also have the highest incidence of family break-up and the lowest level of religious belief. Add to all this a deep-rooted cultural fear of age, ageing and death and, again, you have a perfect storm.

Age Myopia is sometimes manifested as ageism or age discrimination. This is inevitable: when old age is culturally unattractive, youth will be the default option, whether we are employing a TV presenter, hiring a front-desk employee, or selecting models and actresses for advertising work. However, on a more ‘strategic’ level, age myopia means that, individually and collectively, there has been a certain amount denial and inaction regarding age, ageing and what to do about them.

It’s all rather depressing – but it’s not entirely bad news.

Seeing beyond age myopia
Many businesses have yet to adjust to the realities of the ageing population. While no conclusive research exists to prove this broad assertion, my own experience is that all too often, marketing – the GPS of business – continues to be a function carried out by the young, with the young in mind. Yet older people are also consumers and increased alignment by businesses and brands with the needs, wants and preferences of older people would be to the benefit of all involved.

The current median adult age is 45. Taking everyone above that age as being ‘older’, there is a wealth of data (see below) to demonstrate the size and value of the ‘older’ population. This is a complex and diverse group, which requires more sophisticated marketing strategies than are currently used.

Face the Facts
For the facts on the UK’s ageing population, and its implications for marketing, please ask for a copy of our research report. This draws upon more than 200 data sources and is available at no charge to suitable applicants. Further information can be found at www.rhcadvantage.co.uk/insight.

To discuss how your business could improve its alignment with the UK’s ageing population, please contact us for a discussion. Further information and contact details are at www.rhcadvantage.co.uk

News update: all about us, for a change

2011-04-26T05:39:00.000-07:00

A client recently pointed out that whenever we met, it was inevitable that we would always talk about the clients’ business, and never our own. This is of course good manners and what consultants are supposed to do. However, she argued, it also means that no-one knows anything much about us. To rectify this damage to our egos, we thought we’d take advantage of the current extended break to bring the world a news update – something about us, for a change. This news update will: remind you who we are; tell you how to get our recently-updated research report, at no charge; and tell you what we’ve been doing lately.

Who did you say you were again? Launched ‘officially’ last September, rhc advantage is the UK’s only independent creative marketing agency to specialise in older, adult, more mature audiences. The directors are: Mark Beasley, marketing consultant and former WPP group agency planner; Richard Collyer, creative and design consultant; and Tom Wright CBE, Chief Executive of Age UK (non-executive Chairman). We’re supported by a small account management, creative, design and production team based in our converted coaching inn in Hampshire.

We’re here to help our clients deal with the implications of the UK’s ageing population. We believe passionately that improved alignment between business and this large and growing group is long overdue and will benefit to everyone. We work in two complementary areas: marketing consultancy (research and planning) and marketing communications (copywriting, design, direct, digital and promotion).

What do we know? Research report available at no charge
There are now more adults aged over 45 than there under 45. People over 50 account for 80% of wealth and 60% of per capita expenditure. They’re particularly important to a number of consumer markets. Yet there is no easily accessible starting-point for anyone wanting to learn more about this complex and diverse group. That’s why we have produced a research report providing a comprehensive introduction to this important subject, in collaboration with two Professors. This regularly-updated report is available for download or presentation to our clients, friends and other interested parties, at no charge. For more information, visit our website (www.rhcadvantage.co.uk/insight) or reply to this email.

What have we been doing?
Adults come in all shapes and sizes! Here are some of our recent projects:
- Educational technology. Research-based proposition development led to campaigns targeted at maths teachers, via direct mail, a website and web video.
- Health clubs. We are researching and planning a new strategy regarding branding and targeting. Not every health club user is young, sleek and photogenic.
- International examinations board. We are using a range of qualitative and quantitative research techniques to help plan and re-define global brand strategy.
- Long-haul tour operator. We are busy designing and writing brochures and mailings. Most long-haul customers are aged over 50 - but reject the Saga stereotype.
- Retirement development. New brand identity, followed by the design, writing and production of a website, a suite of web videos, a brochure and other collateral.

Sponsorship of veteran rock band
We’re pleased to announce our sponsorship of veteran rock band, Route 66. The band performs at the Royal Wedding this Friday (well, a local street party) and further prestigious bookings are lined up. To book the band, please contact us.

Talking ‘bout my generation? Talk to us first…
For more information about us, please visit our website www.rhcadvantage.co.uk, subscribe to our blog http://rhcadvantage.blogspot.com, follow us at twitter (@rhcadvantage) or request our online credentials document.

If you – or anyone you know – would like to discuss a specific marketing problem or project, or to see our research report and presentation, please contact me - Mark Beasley - mark (at) rhcadvantage (co.uk). Unlike most of the UK, I am working this week!

An update on rhc advantage: business is a marathon, not a sprint

2011-04-18T02:52:00.000-07:00

Tom Wright CBE completes Virgin London Marathon
First of all, many congratulations are due to Tom Wright CBE, who finished yesterday’s Virgin London Marathon – his first – in a little over 5 hours. In the process, Tom raised £7,500 for Age UK (the organisation of which he is Chief Executive).

rhc advantage – helping you take a more strategic view
rhc advantage is here to help businesses who have - or wish to have - a strategic view of the challenges and opportunities presented by the UK’s ageing population. We are the UK’s only independent creative marketing agency to specialise in today’s older, adult, more mature audiences. The directors are: Mark Beasley, marketing consultant and former WPP group agency planner; Richard Collyer, creative and design consultant; and Tom Wright CBE, Chief Executive of Age UK (our non-executive Chairman). We’re supported by a small creative, design and production team.

Why we’re here
The UK population is ageing. We’re here to help our clients deal with the implications of this dramatic change, working in two complementary areas: marketing consultancy (research and planning) and marketing communications (copywriting, design, direct, digital and promotion).

What do we know? Research report available at no charge
Traditional assumptions about age and ageing are inappropriate and ineffective as the basis for marketing planning. Complexity and diversity rule. As a starting point, we have produced a comprehensive, recently updated, introductory research report which can be presented or supplied to our clients, friends and prospects upon request at no charge. For further details about the report, please visit our website (www.rhcadvantage.co.uk/insight).

How can we help you?
For more information about us, please visit our website (www.rhcadvantage.co.uk) or follow us on Twitter (@rhcadvantage). For a grown-up conversation about a specific marketing problem or project, to see our research report and presentation, or to see our credentials, please contact Mark Beasley (mark@rhcadvantage.co.uk).

Many businesses have already made the strategic change that an ageing population requires, others have not. Whether you are running the Marathon, or still engaged in a series of sprints, we can help.

Tom Wright CBE to run the Virgin London Marathon for Age UK

2011-04-12T05:45:00.000-07:00

Tom Wright CBE, Chief Executive of Age UK, is running in the Virgin London Marathon this Sunday (April 17th).

Along with over 100 other runners, the oldest of whom is 72, Tom is raising funds for Age UK, the charity for 'a better later life'.

We are keen to support Tom for two reasons. Mainly, because we are committed to the cause ourselves and endorse the work of Age UK. But also because Tom is our (non-executive and unpaid) Chairman.

We're not sure how Tom has managed to fit in any sort of training schedule, given his relentless schedule of early starts and late finishes. However, we are very confident that he will finish, if not within three hours then certainly the same day. Tom is well on the way to his personal fundraising target of £7,500. To sponsor him, please go to http://uk.virginmoneygiving.com/tomwright1

Why on earth are the elderly so happy?

2011-04-07T06:38:00.000-07:00

Over the years, a number of research studies have reported that, contrary to what might be expected, happiness tends to increase with age. Details of some of these are in our research report, currently available upon request(1). The most recent research findings along these lines are contained in a book by Professor Lewis Wolpert of University College, London, called ‘You’re Looking Very Well’. This contains many fascinating and sometimes personal insights (Wolpert is himself an octagenarian) amongst them the finding that “from the mid-forties, people tend to become ever more cheerful and optimistic, perhaps reaching a maximum in their late seventies or eighties.” One is forced to ask: why? Aren’t our expectations of the ageing process associated with financial problems, health worries, loneliness and the increasingly imminent arrival of the grim reaper? Not to mention the dismal way in which the elderly are treated by many business and organisations.

Reasons not to be cheerful. 1,2,3
Just yesterday morning, our local BBC radio station carried an interview with an elderly lady who had apparently spent much of her weekend lying on a trolley in a hospital corridor, awaiting attention. This confirmed the recent findings of Ann Abraham, the Health Service Ombudswoman, (February 2011) who found serious failings in “even the most basic standards of care” for the elderly in our hospitals. She also noted an “attitude – both personal and institutional – which fails to recognise the humanity and individuality of the people concerned.” This will resonate with the personal experience of many of us. Because the ‘attitude’ detected by Ms. Abraham is not unique to hospitals – it is endemic in most organisations, where employment, procurement, marketing and customer service continue to discriminate against older people. Here are not three, but four examples:

Unemployment amongst people aged 50-65 is much higher than it is for people under 50 and continues to increase. The chances of re-employment are low – yet organisations as diverse as McKinsey and the OECD state that a longer working life is essential for individuals and society. But why extend the retirement age when most people will have ‘retired’ involuntarily long before it?

In January, the Department of Work and Pensions released research pointing out that 10 million Britons now alive (that’s 17% of us) can expect to live to the age of 100. For many, this will mean relying on an inadequate pension for more than 30 years, with the fear of joining the 2.3 million people aged over 65 who (according to Age UK) already live in poverty.

And as longevity is increasing faster than disability-free old age, there is a very good chance that more and more of us will need to move into a care or nursing home. If you live in England, you will have to fund this yourself if you have assets of more than £23,250. As care can easily cost between £800 - £1200 per week, your assets will rapidly go into freefall.

Customer service in many organisations fails to make any allowance for the basic ageing process. As ever, the lack of Godliness is in the details. The bank which asks an 88 year old lady who had been admitted to a nursing home on the point of collapse to ‘just pop into your local branch’ to verify her change of address. The call centres which conspire to confuse, with their impenetrable telephone menus and accents. The confusion pricing strategies of energy and telecoms suppliers. Happy? Elderly people have every reason to be furious!

It’s not simply about age

The answer to the conundrum is to be found in the fact that, as our own research report (1)repeatedly finds, age alone is an unreliable variable in just about any aspect of consumer attitude or behaviour. People do not conform to stereotype and resent being defined or targeted by age. In fact, age accelerates the impact of other variables, which are almost certainly in place long before ‘old age’ becomes a fact. The main variables are these: education, income, occupation, social class and disability. It is safe to assume that their impact is at least as powerful as that of age, although the importance of psychological factors should also be noted.

For while the elderly may be happy on average compared with other age groups, that happiness is almost certainly not evenly distributed within each age band, in the same way that (say) wealth and expenditure are not evenly distributed. So it is not too surprising to find that more extensive and thorough research (2)(as opposed to, say, the facile ad hoc surveys used by Financial Services companies to generate media coverage) finds that happiness is closely associated with wealth: itself directly related to education, income, occupation and social class. For example, the ELS (2) reported that, based on tracking 10,000 people since 2002, ‘more affluent individuals have fewer depressive symptoms, greater life satisfaction, better quality of life and lower levels of loneliness.” It is a sobering but not altogether surprising fact that happiness is as much associated with wealth as it is with old age.

Mark Beasley, 7th April 2011
1. ‘Marketing and Mature Audiences’ is a research report published by rhc advantage, with the input of two University Professors, drawing on more than 200 research sources. It provides a comprehensive introduction to the subject of marketing and older people in the UK. The full research report is available upon request to appropriate applicants. Further information is at www.rhcadvantage.co.uk/insight
2. The English Longitudinal Study of Ageing is an interdisciplinary data resource on health, economic position and quality of life as people age. ELSA is the first study in the UK to connect the full range of topics necessary to understand the economic, social, psychological and health elements of the ageing process. The aim of ELSA is to explore the unfolding dynamic relationships between health, functioning, social networks and economic position. It is in effect a study of people's quality of life as they age beyond 50 and of the factors associated with it. Further details are at: www.ifs.org.uk/elsa.

Today’s Budget. WPP to join rhc advantage?

2011-03-24T04:17:00.000-07:00

WPP to return to UK?
Martin Sorrell, founder and chief executive of WPP, is widely quoted as saying that today's Budget could pave the way for WPP – the world’s largest marketing, advertising and research group - to return to the UK. WPP relocated its tax base from London to Dublin, Ireland in September 2008, following a hike in the rate of UK corporation tax to become more than double that of Ireland’s.

This is good news all round - not least for Sir Martin, who is surely now destined to become Lord Sorrell.

A great place for your marketing budget
Of course, rhc advantage – possibly the UK’s smallest marketing, advertising and research group – has remained in the UK since we opened our doors last year. And we very much look forward to being able to pay UK corporation tax, as it will mean that we will have declared a profit.

With this laudable objective in mind, may we remind the world that now would be a very good time for potential clients to contact us. More and more people are realising that marketing for an ageing population is something that applies to most businesses, not a few. And we now have an impressive track record of research, insight, creativity and copywriting to support our claims on client budgets!

Ageism in marketing? Not at rhc advantage!
On a separate note, the Institute of Practitioners of Advertising (IPA) also cautiously welcomed today’s Budget. It noted that advertising and media agencies, “being people-based businesses with a high proportion of young staff”, should welcome the easing of the personal tax burden at the junior end, stipulated in the Budget. As their own annual survey shows, around 50% of IPA agency staff are aged under 30, with just 5% over 50. This is somewhat at odds with the realities of an ageing population and this youth-centric approach could help explain why ageism in marketing continues to be an issue.

Prospective clients should note that a more balanced approach to employee age is taken at rhc advantage. With an MD the wrong side of 50, and our first graduate recruit in her early twenties, an age neutral approach rules - exactly as you might expect.

www.rhcadvantage.co.uk

65 over 65. 65 famous people who turn 65 this year

2011-02-18T07:15:00.000-08:00

I was recently castigated for saying that ‘If you’re old enough to remember the sixties, the chances are that you’re at least sixty.’

Of course, it’s true that people in their forties and above also remember the sixties. But to have been at the cutting edge of the sixties pop culture of fashion, music and sexual revolution, there’s a good chance that you were at least 16 in 1967 - making you at least 60 this year.

And if you were at the leadership end of that culture, you will almost certainly be older than that.

Even so, I was still more than a little surprised to find that all of the following were born in 1946 – the first year of the post-war ‘baby boom’ - and will therefore celebrate their 65th birthday this year.

I never thought that so many of my heroes, role-models and (dare I say it) pin-ups would be so old. See if a shiver runs down your spine too!

 John Paul Jones (Led Zeppelin, more recently ‘Them Crooked Vultures’ and also currently performing at Covent Garden in ‘Anna Nicole)

 Jane Asher
 Julian Barnes
 Marianne Faithful
 Dave Gilmour (Pink Floyd)
 Timothy Dalton (Bond)
 Ray Dorset (long side-burned Mungo Jerry frontman)
 Alan Bleasdale
 Sue Townsend
 Hayley Mills
 Tim Curry (of the Rocky Horror Show)
 Lesley Joseph
 Donovan
 Graham Gouldman (10cc)
 Dave Mason (Traffic)
 Paul Smith (fashion)
 Robert Fripp (King Crimson)
 Lewis Collins (Professionals)
 Noddy Holder
 Maurice Saatchi
 Sue Lawley
 Diane Keaton
 Billy Bonds
 Tony Robinson
 Alison Steadman
 Barry Gibb (BeeGees)
 Dee Dee Wilde (Pans People)
 Felicity Kendall
 Chris Tarrant
 Justin Hayward (Moody Blues)
 Benny Andersson (ABBA)
 Steven Spielberg
 Vikki Hodge (model)
 Peter Green (Fleetwood Mac)
 Jane Birkin (je t’aime)
 Peter Lorimer (Leeds)
 Joanna Lumley
 Roy Wood (Wizzard)
 Lesley Judd (Blue Peter)
 Janet Street-Porter
 Brian Patten (Liverpool poet)
 Robby Krieger (the Doors)
 Tyne Daly (Cagney & Lacy)
 Dolly Parton
 Liza Minelli
 Cher Candice Bergen
 Donald Trump
 George W Bush
 Linda Rondstadt
 Bill Clinton
 Danny Glover
 Jimmy Webb
 Susan Sarandon
 Richard Carpenter (the Carpenters)
 Uri Geller
 Patti Smith
 Mirielle Mathieu
 Ilie Nastase (tennis)
 Debbie Moore (Pineapple)
 Sylvester Stallone
 Tommy Lee Jones
 Ian Lavender (of ‘stupid boy’ fame)
 Alan Rickman
 Elkie Brooks

Thank you to Saga magazine for this information.

The point of publishing this is to remind you of two things. First, that the UK population is ageing; and second, that so-called 'older people' do not confirm to stereotype or prejudice.

If your organisation is interested in marketing to the UK's ageing population, or you would like to see our FREE research report, you'll find further information at www.rhcadvantage.co.uk or contact us at info@rhcadvantage.co.uk

rhc advantage to present at Chartered Institute of Marketing event this week.

2011-02-06T12:58:00.000-08:00

If you're in Cambridge on Tuesday evening (February 8th) then we look forward to seeing you at the following event organised by the Chartered Institute of Marketing.

Marketing and older people - Addressing the opportunities and challenges of the UK's ageing population
Speaker: Mark Beasley, managing director of rhc advantage
Date: 08/02/2011
Time: 18:00
CPD Hours: 1.5
Venue: ARM
110 Fulbourn Road
Cherry Hinton
Cambridge
CB1 9NJ
United Kingdom

Description
The ageing UK population is one of the most significant issues that businesses have to address. According to the Economist, 'this is a slow-moving but relentless development that in time will have vast economic, social and political consequences.'

There are already more adults aged over 45 than under 45, and more pensioners than there are children.

Older people are a large, growing and high value segment. Yet businesses continue to waste money by focusing on younger people, or by targeting older people in inappropriate and ineffective ways. This presentation provides information, insight, and clear direction for marketers interested in this complex and diverse segment.

The presentation is based upon an extensive research report carried out by RHC Advantage, directed by one University Professor (Dr David Gilbert, Professor of Marketing at the University of Surrey) and reviewed by another (Dr Paul Sweeting, Professor of Actuarial Science at the University of Kent). The research document upon which the presentation is based draws from more than 200 sources and is the most authoritative report on this subject available in the UK. This will be made available to all attendees.

Mark Beasley BSc MCIM MBA is managing director of RHC Advantage, the creative marketing agency specialising in adult, mature and older audiences. This was launched in September 2010.

Mark has 30 years experience of planning and managing successful marketing and communications programmes, working with more than 100 client companies, in most markets and sectors.

Registration is from 18:00; the event begins at 18:30 and finishes at 20:00.

Price information
Member: £15.00
Studying Member: £15.00
Student: £15.00
Guest: £20.00
Please contact the events team with any special requirements.

Alternative Pay Details: Please book online for this event via www.cim.co.uk. If you cannot do so please call The Chartered Institute of Marketing on +44 (0)1628 427340.

Contact details
Contact: Region and Branch Events
Contact Email: cimevents@cim.co.uk

The World Economic Forum on the ageing population

2011-01-25T13:56:00.000-08:00

The annual meeting of the World Economic Forum starts tomorrow (January 26th) in Davos. Once again, my invitation seems to have been lost in the Christmas post. And unlike many politicians, I did actually study economics at University.

However, the world's movers and shakers will be moving and shaking together - in between the skiing and the parties - as they wrestle with some fairly weighty matters. And I don't just mean the wine list.

A report, ‘Global Risks 2011’, has been published ahead of the meeting. This makes the point that the world’s most advanced economies, including the UK, would be insolvent if they accounted properly for the pension and health pledges made to their ageing populations.

We are of course aware of the serious implications that an ageing population has at a macro-economic level. However, to see the issue presented in such stark terms makes for uneasy reading. If you can face more, you can download the report at www.weforum.org/globalrisks2011.

And if you would like to see this put into the context of marketing, why not read our own report - Marketing for an Ageing Population. This draws on more than 200 sources to provide an eminently readable introduction to the subject. It is available at no charge, subject to our approval of your request. More information is at www.rhcadvantage.co.uk/insight

Intern position available at marketing agency, rhc advantage

2011-01-25T13:40:00.000-08:00

Whether or not we agree with David Willetts that we baby boomers have stolen our children's future, we do feel that it is no bad thing to offer a helping hand to recent graduates, who - we are told - face challenging times.

Having said that, we posted this position on the Government website, Graduate Talent Pool, over a week ago, and have yet to receive a single reply.

Nevertheless, here is our attempt to reach out across the inter-generational divide. Graduates of any age are of course very welcome!

Marketing Intern

Employer - rhc advantage limited

You would also work with our associate company, rhc visual strategy, based at the same premises.

Job title - Account Executive

Closing date - 14/02/2011

Job categories - Advertising, Design & Marketing

Paid / unpaid - Paid

Salary - £15000 per annum pro rata

Job description - Reporting directly to a director, you will act as an account executive, taking responsibility and providing support for anything that needs doing to keep the agency running.

This could include working on client projects, helping with new business development, liaising with our creative team, partners and suppliers, and working on professional marketing and research projects.

This is a small, friendly company and you would be expected to do your share of whatever is required – including making the tea and answering the phone.

The role is for a fixed period of three months. If the successful candidate impresses, we will consider making this a permanent role.

You will work with experienced professionals, gain insight into how a marketing agency operates, work on some real live marketing projects, and enhance your CV.

Person requirements -
1. A graduate whose course has included marketing.
2. Graduate level literacy, numeracy and IT capabilities (i.e. MS Office suite).
3. Personal qualities - positive, enthusiastic and resourceful.
4. Experience - a demonstrable service ethos.
5. MUST be able to travel to and from our office in Odiham under your own steam.
6. Age is not an issue.
7. An excellent standard of spoken and written English is required, but this need not be your first language.

Degree requirements - An honours degree, which has included marketing.

Location(s) - The position will be based at our attractive offices – a converted coaching inn – located at 113, High Street, Odiham, Hampshire RG29 1LA

Full-time/part-time - Full-time

Start date - Immediate

Duration - 3 months and extendable into a permanent role if successful

About us - Please visit these websites: www.rhcadvantage.co.uk and www.rhc.uk.com

To apply - Please send your CV, together with a covering letter written in your own handwriting explaining why you are interested in this role, to: Mark Beasley, Managing Director, rhc advantage limited, 113 High Street, ODIHAM, Hants RG29 1LA

Has ageism finally come of age?

2011-01-12T14:30:00.000-08:00

Former BBC presenter Miriam O'Reilly this week won an employment tribunal against the BBC on the grounds of ageism. Does this so-called 'landmark victory' herald a tipping point in the engrained ageist culture and practices of many organisations – not just the BBC, but business generally?

The 53-year-old claimed she had been unfairly dropped from the ‘Countryfile’ show when it moved to a primetime Sunday evening slot in April 2009. The tribunal heard that O'Reilly had been asked if it was "time for Botox" and was warned to be "careful with those wrinkles when high definition comes in".

This victory is obviously good news for all of us who believe that a continued focus on youth – not just in the media, but in business and marketing – is not just an issue of fairness, but one of poor economic judgement. As the UK population continues to age, the epicentre for almost any business is no longer younger people: in fact, the median age of UK adults is now 45.

Michelle Mitchell, charity director at Age UK, has said the outcome sent out "a powerful signal that even in the youth-worshipping world of showbusiness, age discrimination can be withstood". After all, O’Reilly is only one of a number of female TV presenters who have been sidelined with age – for example, Joan Bakewell and Selina Scott have also challenged the BBC on its attitudes to older women.

But why stop there?

Take advertising, for example. The IPA (Institute of Practitioners in Advertising) is due to release its annual agency survey later this month. There is no reason to suppose that this year will be any different to previous years – 50% of agency employees are aged under 30, while just 5% are aged over 50. That this is the result of an ageist culture and practices is undeniable and it can only contribute to an increased schism between many of the larger agencies and the needs of their clients.

In the same week that an 18 year old was jailed for two years for throwing a fire extinguisher off a roof, have we witnessed a tipping point in societal attitudes to age? Probably not, but it’s a significant step in the right direction.

……………………………………………………………………………………………

For the facts on the UK’s ageing population, and what marketers should do about it, ask for a free copy of our comprehensive research report.

www.rhcadvantage.co.uk info@rhcadvantage.co.uk

ILC (UK) publish 'Golden Economy' report

2010-12-10T09:35:00.000-08:00

A new research project has recently been published by the ILC-UK (International Longevity Centre). The report - ‘The Golden Economy - The Consumer Marketplace in an Ageing Society’ - assesses the market potential of the older consumer and suggests how companies could make more of this population.

The report provides a useful introduction to the subject and is based upon a thorough study of the available sources. For anyone who is familiar with the subject, there is some ‘new news’ – additional sources to support a particular point, for example – but no revelations. And for people new to the subject, it is of course a useful introduction.

However, what is most significant about the report is what it does not, and cannot, say. As the report itself says, ‘There are significant research gaps in relation to the older consumer.’

One of these gaps concerns business and marketing activity relative to older consumers. Many of us are keen to state, for example, that despite the size and value of the ‘older’ market, “some 90% of marketing spend is directed at younger people” (as one commentator recently did). However, the evidence base for this assertion is weak, to say the least (I think it comes from an old Datamonitor report). And to be honest, I am not even sure what methodology one might employ to produce this statistic.

The ‘Golden Economy’ report contains much that is admirable. However, in the key area of marketing activity and spend directed at older people it remains delightfully vague. For example, consider the statement (from the report) that: ‘there remains a strong view that across a wide range of industries, the older consumer continues to be ignored or patronised, despite the size and value of the market’. I agree, but that’s just my opinion, not a research finding. In fact, this statement does not stand up to much analysis at all. What does a ’strong view’ mean? Across which industries? How do you measure concepts such as ‘ignored’ and ‘patronised’? Are these subjective or objective measures? This statement is an informed opinion, but it is a long way from being a definitive research-based ‘fact’.

This is not intended as a criticism of the report, but to highlight a gap in the available research literature. It is up to those of us concerned with providing older people with a better deal to provide much more powerful evidence to support our case. Rhetoric and unsupported assertions are not good enough.

You can find out more about our own comprehensive research report, ‘Marketing and Mature Audiences’ at www.rhcadvantage.co.uk/insight This was written by marketers for marketers, and we are happy to present topline findings to interested parties.

The ‘Golden Economy’ report is written from more of a third sector and public affairs standpoint – not surprising as it was produced in association with Age UK – and is available on the ILC-UK website at: http://www.ilcuk.org.uk/record.jsp?type=publication&ID=80.

The economic challenges of an ageing population: McKinsey join the debate.

2010-11-29T15:21:00.000-08:00

McKinsey have just released a report which stresses the importance to the UK of taking radical action to address the challenges of an ageing population.

The report, ‘From Austerity to Prosperity: Seven Priorities for the Long Term in the United Kingdom’, was published on November 22nd. It states that there are good prospects for UK economic growth, provided that there is a step change in action on seven fronts, including innovation, productivity – and generational imbalances.

The report adds further weight to our own position, which is that population ageing is one of the most significant issues for business and society, and requires new thinking and new approaches as a matter of some urgency. With support from the consultancy described as a ‘breeding ground for gurus’ and ‘the world’s most prestigious consulting firm’, we feel we now have powerful allies!

The McKinsey report focuses on two challenges faced by major developed economies like the UK. The first of these is the issue of how to maintain growth in the face of a declining working population; the second is rising health care costs and the funding of long-term care (where demand is estimated to increase by 70% over the next 20 years). While pointing out that the UK is leading the way in Europe with regard to addressing the implications of changing demographic and retirement patterns, further progress is required, says the report.

McKinsey make recommendations in two main areas. First, ‘a radical increase in older working’ is required, which builds on the practices of innovative firms in this area. Second, they recommend that the £1 trillion of unmortgaged housing wealth must be unlocked, via improved policies, practices and products, to enable older people to fund their care and health needs.

The report states that it is ‘intended to challenge existing orthodoxies’, something we support fully. Marketing is – or should be – the leader of change in this area. Too often, however, it is constrained by short-term business thinking and outmoded ageist assumptions. There are some great case histories – but too many businesses fail to recognise and address this inescapable and unprecedented demographic trend.

Here’s three ways we can help you move forwards. As a starting point, our unique research report provides a comprehensive overview on most aspects of Marketing and the Ageing Population. Produced with the input of two University Professors, it draws upon more than 200 sources. To arrange a presentation, or to find out more, visit our website (www.rhcadvantage.co.uk) or contact me (mark (at) rhcadvantage.co.uk).

Secondly, why not book one of our ‘Age Advantage’ workshops? These are intended to kick-start the thinking of your team on how your organisation should address the issue of population ageing. And finally, perhaps you’d just like to have a mature conversation about a specific problem or project.

To move out of an economic downturn requires innovation – and re-aligning your business or brand against demographic change is a very good place to start.

You can contact me, Mark Beasley, at mark (at) rhcadvantage.co.uk

To find out more about rhc advantage, our research report and our marketing services, visit www.rhcadvantage.co.uk

To download the McKinsey report, visit www.mckinsey.com/mgi/publications

Press Release, 28th September 2010. rhc advantage highlight the Fact and Fiction of marketing to mature audiences

2010-10-03T05:00:00.000-07:00

Press Release
28 September 2010
For immediate release

Research Report Highlights the Facts and Fiction of Marketing To Mature Audiences

A new research report promises to offer an invaluable one-stop source of vital information for marketers targeting today’s older, more mature, audiences. The impact of the UK’s ageing population is increasingly recognised by marketers, yet many lack a consistent and planned approach to targeting this diverse group, concludes the research by specialist agency, rhc advantage.

The agency, which claims to be the UK’s only creative marketing agency to specialise in consultancy and integrated marketing communications for mature audiences, has been strengthened with the appointment of Tom Wright CBE, Chief Executive of Age UK, as non-executive Chairman.

The research report, ‘Marketing and Mature Audiences’, is released on Friday (1 October 2010) and has been produced by rhc advantage. It is based upon the analysis and interpretation of over 200 data and research sources. It provides an authoritative and comprehensive introduction to the UK’s ageing population and its consequences for marketers, and in the process separates fact from fiction. It was produced in collaboration with two University Professors. According to the agency, there is no definitive UK-based text on the subject.

Mark Beasley, managing director of rhc advantage, said: “The UK population is ageing at an unprecedented rate. Traditional concepts of age and ageing are increasingly outmoded and ineffective as a basis for marketing planning. Our report will help marketers by providing information, insight and understanding of this complex and diverse audience, which will in turn drive more informed marketing planning and communications.”

The changes in the UK population structure are dramatic. There are already more adults aged over 45 than there are aged under 45, and the over-65s is the fastest-growing demographic group of all. Despite this, according to the report, only global brands like Coca Cola, Procter & Gamble and Unilever and specialists in older consumers such as Saga and Stannah, appear to have a clear strategy for addressing the realities of the UK’s ageing population.

Commented Wright: “To meet the current and future needs of the UK’s ageing population, it is important that the issues and opportunities associated with older people are communicated on the broadest possible platform. It is particularly important that this is done from a marketing perspective and I believe that many businesses, brands and organisations will benefit from the insight and expertise that rhc advantage brings to the mature market.”

The agency provides both consultancy and marketing communications services. Creative Director Richard Collyer commented: “It is absolutely crucial that not only are we able to help organisations to gain insight and to plan, but that we also able to help them execute. We believe that our creative expertise enable us to deliver exceptional branding, design and integrated marketing communications solutions.”

-Ends-
For more information please contact:
Lindsay Complin or Beccy Whittles at Pilotmax
T: 0208 334 0200
E: pr@pilotmax.co.uk or beccy@pilotmax.co.uk

NOTE TO EDITORS
1. For further information, please visit http://www.rhcadvantage.co.uk or contact Mark Beasley on 020 7193 2361 (direct) or via mark@rhcadvantage.co.uk. Beasley is also available for comment and interview.

2. ‘Marketing and Mature Audiences’ is a comprehensive review of relevant data and research, which draws upon over 200 sources. It is intended as a single-source introduction to the subject of older, more mature, audiences and marketing in the UK - something which does not otherwise exist. It was produced by rhc advantage with direction from Professor David Gilbert, Professor of Marketing at the University of Surrey, and was reviewed by Professor Paul Sweeting, Professor of Actuarial Science at the University of Kent. A

presentation of the main findings, together with a copy of the full report document, is currently being offered to interested client companies on a complimentary basis. .
3. rhc advantage is an independent creative marketing agency that provides marketing consultancy (research and planning) and integrated marketing communications services (branding, design, digital, direct and promotion). www.rhcadvantage.co.uk
4. Biographies of Directors:
Mark Beasley - Managing Director
Mark was co-founder of one of the UK’s leading marketing communications agencies, Perspectives, which was acquired by Sir Martin Sorrell’s WPP group in 1999. Post-acquisition, he worked for WPP as part of a global communications planning team for a number of years. More recently, he has worked as a consultant for organisations in the UK and abroad.
He has 30 years experience of planning and managing successful marketing and communications programmes, working with more than 100 client companies, in most markets and sectors. His experience covers all types of marketing and communications including advertising, brand & corporate planning, direct marketing, integrated marketing communications, marketing research and planning, new product launch and sales promotion.
He has an MBA (Master of Business Administration) and is a social science graduate. He was admitted to the Marketing Society in 1989, is a member of the Chartered Institute of Marketing (MCIM), and was elected a fellow of the MCCA in 2000.
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Richard Collyer - Creative Director
Richard has over 25 years experience in the creative design, brand marketing and communications business, as a creative consultant and creative director. He has worked with numerous private and public sector organisations in both consumer and B2B markets.
His strategic thinking and inherent ability to translate a creative brief quickly are unique attributes for a creative. Richard has the skills and expertise to consistently apply original thinking to develop concepts that engage audiences and deliver tangible commercial results. He combines a passion for detail with an uncanny ability to find simple solutions to previously complex communication issues.
Richard is the founder and creative director of rhc visual strategy, a full service creative agency with a blue chip client list that includes Alamo and National, Fiorano Ferrari, Chelsea Football Club, Carlsberg Tetley, Diageo, Starwood Hotels, InterContinental Hotels Group, Rothschilds, SEGRO, WSP Group and Citibank.
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Tom Wright CBE - Chairman
Tom Wright is Group Chief Executive of Age UK and is non-executive director and unpaid Chairman of rhc advantage Limited. In January 2009, he was appointed by Age Concern and Help the Aged to lead the two organisations through a successful merger into Age UK – a charity and social enterprise.
Tom was previously Chief Executive of VisitBritain. Prior to this, he was a Board Director of the Saga Group and Managing Director of Saga Holidays. Tom is a marketer by training, who has worked in marketing roles with organisations including Anchor Foods, Carlsberg-Tetley, United Biscuits and Center Parcs, where he was European Sales and Marketing director.
He is a Trustee of the Imperial War Museum and Chair of their Trading Company. He is also Chair of STAR, the self regulation body for the ticketing industry, and Chair of the British Gas Energy Trust. He also sits on the board of the DEC (Disaster Emergency Committee).
He was awarded his CBE in January 2007 for services to the British tourism industry.

Baby Boomers. No-one likes us, we don’t care!

2010-09-14T09:14:00.000-07:00

2010 has seen the publication of number of books blaming the so-called ‘Baby Boomer’ generation for a multitude of sins. The general argument is summarised by Robert Colville, writing in the Telegraph (September 1st): “Via demographic accident and bloody-minded selfishness, the Baby Boomers have come to monopolise the country’s wealth, politics and culture…leaving their children nothing but debt.”

This debate started earlier in the year, with launch of ‘The Pinch – How the Baby Boomers Stole their Children’s Future’ by David Willetts – now a Government Minister. This is, overall, a well-argued and interesting economic and social discourse (as you'd expect from someone with the nickname 'Two Brains'). However, the argument gets taken into the realms of inter-generational warfare with a new book called ‘Jilted Generation’, by Ed Howker and Shiv Malik. And it sounds like other books on the subject out around now share a similar theme - ‘What did the Baby Boomers Ever Do For Us’ by Francis Becket, and ‘It’s all their Fault’ by Neil Boorman.

On the face of it, there is a very good case to be made. The facts are, apparently, undeniable. A large number of people (how many, it’s not clear) within a certain age group (i.e. those currently aged 46 – 65) have benefited from educational and social mobility, generous pension schemes, and property inflation. However, these conditions do not now exist to anything like the same extent, meaning that those younger than 46 will not benefit in anything like the same way as we 'Baby Boomers'. Furthermore, the Government has created unprecedented levels of debt which it will take the State many years to pay off. And all the time, like a ticking bomb, the population continues to age, meaning a smaller proportion of the population working away to pay for it all.

And who or what is responsible for all this? The so-called Baby Boomers themselves, according to these writers, that’s who. And that’s where I disagree. It is an undeniable fact that there was a peak in birth rates between 1945 and 1964, creating a so-called ‘baby boom’. It is also the case that, overall, fings ain’t what they used to be for people younger than this. But I disagree with just about everything else. Here is my case:

1. There is no such group as ‘Baby Boomers’ in the UK. Everyone currently aged between 46 and 65 shares a period of time. Period. This group does not share a common set of attitudes, behaviours and lifestyle characteristics. Importantly, it does not have a shared identity: I have never heard anyone in the UK call themselves a ‘Baby Boomer’. People of this age group are as complex and diverse as any other age group, by any criteria you care to apply. The concept of ‘Baby Boomers’ originated in the USA, with a very different economic and social history - and as far as I'm concerned, it stays there.

2. It is undeniable that many people of this age group have benefited disproportionately from an extremely fortunate set of economic and social circumstances. However, to label an entire age group as having done so is to deal in averages, a weak statistical basis for any argument. For example, more than 30% of people aged 50-65 are unemployed. More than 50% of people in this age group are worried about how they will support themselves in retirement. Many are disabled, disadvantaged and poor – as in other age groups. It is true that some people are very wealthy – but so are people in other age groups. There are just more of them aged 46-65.

3. Because there is no such self-defined group as ‘Baby Boomers’, it is illogical to suggest that this ‘group’ acting together against an explicit or implicit agenda was somehow responsible for the set of circumstances we now find ourselves in. Some of the people responsible may fit within this age group (Tony Blair, say) but many others do not – the whole of the massively influential Thatcher Government, for example. And in any case, is the situation we now find ourselves in mainly attributable to UK-based individuals or groups of people? What about globalisation and the massive changes it has exerted on so many of our old assumptions and certainties? And isn’t this as much about attitudes to education, family and social mobility – which are not defined by age.

And if there were any truth in the idea that a whole group of people born at the same time had deliberately disadvantaged the next generation, would I care? Well I’ll tell you – but first, let me change out of my yellow polyester golf slacks, go jogging and cycling along the seafront with my still-very-attractive wife, both smiling inanely and displaying immaculate white teeth. then drive my sports car back home to my gated community, put on some smart leisure clothing, and chuckle genially with my extended family. Then I'll tell you....

Some great advertising from Coca-Cola

2010-09-08T03:41:00.000-07:00

Avid readers of this blog will recall that last November – before we launched this business – we posted a piece about Coca-Cola’s plans to target older consumers (reproduced below).

Here’s an example of what they did in the USA.

http://www.youtube.com/watch?v=9j9KWEGmq9Y

Watching is highly recommended! Forget analysis - on an emotional level, this just works. (In fact, on what other level could a TV commercial for Coca-Cola work?).

As our research report notes (see our website to get your copy), global marketing-led businesses such as P&G and Unilever – and Coca-Cola – are way ahead of the curve on the subject of marketing and older consumers.

To discuss how we could help you improve your relationship with the UK’s fastest-growing demographic segment, visit www.rhcadvantage.co.uk

And here’s what we reported back in November…..

Coca-Cola to target older audiences

Coca-Cola is to target older consumers as part of a bid to double its revenue by 2020, according to a report in Marketing Week today.

Coca-Cola chairman and chief executive, Muhtar Kent, is reported as saying that the company was “laser-focused” on targeting the right consumers with fully integrated global marketing campaigns that work on many levels.

By 2020, the company says that the world will look very different, so targeting the “right consumers” will include a renewed focus on older, wealthier consumers.

As our report on Marketing and Older Audiences (available upon request) found, the marketing planning processes of most companies do not take the long-term, gradual nature of population change into account. Only the most marketing-led businesses, such as Procter & Gamble and Unilever, have done this – leading to successful global brands like Olay and Dove.

We will watch this space with interest….

rhc advantage joins Race Online 2012

2010-07-28T02:16:00.000-07:00

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

Is the advertising industry ignoring older people?

2010-07-20T10:38:00.000-07:00

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

rhc advantage brings maths alive for Texas Instruments

2010-07-15T05:34:00.000-07:00

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

Older, Smarter.....and French

2010-07-08T10:08:00.000-07:00

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 .

Meet the new boss…why older people are finding the new Government too taxing

2010-06-03T02:41:00.000-07:00

Part of my job involves talking to a lot of older people. This isn’t too taxing and many of them are my friends in any case. A number have commented on my last piece headed ‘we won’t get fooled again’ which looked at what the new Government might mean for older people.

They are telling me that they are unhappy with the Government’s stated enthusiasm to increase the rate of capital gains tax for personal assets. One person suggested that I might select as the theme for my next article another line from the same song - ‘meet the new boss, same as the old boss’. So I have.

For many pre-retirees and retired people, this proposed increase feels like a reversal of what might have been expected from a conservative majority. To conservative voters, it is seen a betrayal of basic principles. In fact, the plans are those of the LibDem minority, adopted by the coalition for reasons of political expediency. Meet the new boss, indeed.

There are a number of reasons why an increase in capital gains tax - from the current level of 18% to a straight 40%, with no taper relief, no indexation - would be very bad news indeed for many pre-retirees and retired people. The main reason is quite simple: their retirement plans depend upon the sale of property and financial assets they have accumulated during their working life. If the tax increase goes ahead, the tax to be paid on the sale of these assets would more than double, meaning that the net sum they would realise would decline by more than 25%.

If this is to be the case, then the Daily Telegraph and others may have a point in describing it as ‘daylight robbery’.

One explanation for this is that the politicians and public sector employees who devised it are insulated from the real world. We will not discuss here the scandalous abuse of taxpayers funds by politicians, although we should give a special mention to the Environment Minister (of all people) who only this week was apparently using a Government limousine to take her to her game of tennis. And we will not annoy ourselves by dwelling on the salaries, job security and protected pensions of the public sector.

For all of the people I have spoken to, capital gains are not the result of short-term speculation or tax avoidance schemes. They are the result of prudent long-term saving in order to fund retirement – much as the Government is likely to be encouraging us to do. The facts are these:
• The state cannot afford the burden of supporting the increasing number of people of retirement age. Initiatives by individuals to provide for themselves should be encouraged.
• Private pension schemes with a guaranteed salary-related pension are no longer the norm in the private sector.
• Working until retirement age is no longer the norm.
• Many people work for themselves and do not have private pension schemes.

Given all of this, it is not surprising that many people have chosen to save for their retirement through the purchase of shares and property. As has been repeatedly pointed out, the people affected are not a small minority of wealthy people, but a large proportion of the working population.

This agency does not have political affiliations, but we feel obliged to report the views expressed to us so forcibly by so many people. We are not alone. Dissent has included a sustained newspaper campaign, rumblings by backbench conservatives, and expert opinion that a tax increase would be counter-productive in economic terms.

All of this suggests that the Government’s plans are likely to be watered down. Let us hope so.

For further information about how we can help your business address the challenges and opportunities of the ageing UK population, visit www.rhcadvantage.co.uk or email info@rhcadvantage.co.uk for our free research report.

We won't get fooled again. What does the new Government mean for older people?

2010-05-18T04:13:00.000-07:00

As the dust settles after the General Election, it is interesting to speculate as to what difference, if any, the ‘older vote’ has made.

Using the theme ‘Our Power is our Number’, the charity Age UK pointed out the size and importance of the votes of older people, and set out a ‘manifesto’ for older people. This was based upon five key issues, including social care, pensions, forced retirement and the NHS. The underlying themes were increased expenditure on matters affecting older people, a reduction in ageism and a greater role in society for older people.

It is too early to know whether the new coalition Government will be good news for older people. But given a probable double-whammy of reduced public expenditure and increased taxation, there is some cause for concern.

However, we can see for sure whether the make-up of the new Government itself has delivered on a ‘greater role in society for older people’. David Cameron and Nick Clegg are both aged 43, and have used their boyish charm and youthful energy to the max. Baroness Warsi (conservative party co-chair and cabinet member) is aged 39, the same age as the Chancellor, George Osborne. So far, this reinforces the perception that in politics, youth may be valued over experience. One is a little reassured to see the age and experience of Ken Clarke (69) and Vince Cable (67) looming in the background. In total, 13 of the 21 cabinet members are aged over 50, although only Clarke and Cable are over 60.

On the face of it, this seems to reflect and perhaps even out-perform the UK workforce. In the private sector, few people aged over 60 are in management positions and unemployment levels for people over 50 are running at 30%. In the advertising industry, just 5% of employees are aged over 50 (although Sir Martin Sorrell, who owns a good chunk of it, is 65).

However, the overall perception – and one which has been carefully stage-managed - is of a youthful new coalition cabinet, with the implicit associations of youth with dynamism, energy and leadership. The idea of powerful younger people making the decisions that affect older people can only reinforce unwanted stereotypes. We have a part-time Minister for Equality – why not a full-time Minister for Old Age?

The Century-Old Consumer

2010-04-26T05:42:00.000-07:00

An innovation agency owned by M & C Saatchi has apparently carried out a study with people aged between 20 and 70 in the UK, China, Netherlands and USA (which is where their offices are located). This study examined people’s attitudes and behaviour regarding the fact that they may live to be 100 years old.

In what has to be seen as a publicity coup worthy of the eponymous M & C themselves, the research study has been shown exclusively to Marketing Week and forms the basis of an extensive piece by Lucy Handley (22nd April 2010). However, this exclusivity makes any sort of review or critique of the research somewhat difficult, not to say impossible!

The starting point for the study seems to have been an article in the Lancet which predicted that 50% of all children born since 2000 in the developed world will live to be 100. It is predicted elsewhere that people currently aged 50 have something like a 1 in 8 chance of reaching their century. From this, according to Marketing Week, it is concluded that businesses need to understand what this means for product, services and communications, and should start planning for this now - but that very few businesses seem to be doing so.

This final conclusion is probably not too surprising. Many businesses are still adapting to the most basic realities of an ageing population. Our own research established that not only are there more adults aged over 45 than under 45, but that this older group accounts for disproportionately higher expenditure. Despite this, it seems that many businesses are still struggling to find a way of segmenting, targeting and positioning against this long-term but inexorable change. Looking into the future, the population continues to age. However, to plan for a future dominated by centurions is probably a step too far, although I’ll bet P&G are working on it…

But well done to the consultancy for thinking about the issue and to Marketing Week for covering it. I only wish our own publicity efforts were as successful! For exclusive access to our own research report – Marketing and Older Audiences – please visit www.rhcadvantage.co.uk

Marketing to older people: fact and fiction

2010-04-14T15:14:00.000-07:00

This article was published today in BT re:sourcesretail, which is produced by BT Global Banking and Financial Markets and distributed to BT customers.

Top stories
Marketing to older people: fact and fiction
Are they a generation of go-getters leading a ‘portfolio existence’, or forcibly retired baby boomers eking out their meagre savings? Mark Beasley considers the realities of marketing to the over fifties ...Read More

Marketing to older people: fact and fiction
The population of the UK is now older than ever before. According to the Office for National Statistics, there are now more adults aged over 45 than there are under 45. The UK population will continue to age for the foreseeable future.

For the financial services industry in particular, an ageing population provides many opportunities. However, there are also challenges – not least, cutting though the many false assumptions, stereotypes and myths surrounding this important group. If these are not identified and avoided, customer relationships will inevitably suffer. To demonstrate this, let’s examine three areas of relevance to anyone working in the financial services sector: customer wealth, retirement and imagery.
According to The Economist (26 June 09), this is a “Slow-moving but relentless development that in time will have vast economic, social and political consequences”.

Customer wealth
Just about every time you read an article about marketing and the over-50s, you will inevitably be told that this group accounts for 80% of the UK’s wealth. Coupled with the size of this group, this ‘fact’ suggests a large, relatively untapped and lucrative target market. However, the relationship between wealth, income and expenditure may not be straightforward. And it is important to be aware that wealth in this age group is extremely unevenly distributed: so make sure that where possible, you target individuals and not an entire age group!

Retirement should now be seen as a process, not an event
The reality is that this is an extremely diverse and complex group of more than 20 million people. Some people are extremely wealthy, while it is also the case that – according to Age Concern – more than two million older people live in poverty. The message here is that the basics of marketing – segmentation, targeting and positioning – are crucial. Do not rush into mass marketing on the assumption that most older people are extremely wealthy.

Retirement
In her role as Minister for Women and Equality, Harriet Harman recently pledged to end compulsory retirement, hence giving people the right to work beyond the state pension age (SPA) of 65 for men and 60 for women. The fact that older people are able to enjoy equality in the labour market is of course to be welcomed.
However, this is not just about personal freedom, human rights and social justice.

For many people, continuing to work after the SPA is not a matter of choice but of necessity. As Andrew Harrop of Age Concern/Help the Aged recently commented: “Millions of old workers need to carry on working past state pension age to boost their savings and pension pots”. Many such jobs are likely to be low-paid and part-time – only the minority will be engaging in a ‘portfolio existence’ of consultancy projects, non-executive directorships, and golf.

And of course, continuing to work after the SPA assumes that one has a job in the first place. In fact, 30% of people aged between 50 and the SPA are unemployed, mostly involuntarily. As a result, this age group now exhibits the highest rate of entrepreneurial activity, with many people starting second careers in their fifties.
For these reasons, retirement should now be seen as a process, not an event, says Paul Sweeting, Professor of Actuarial Science at the University of Kent. In fact, just 17% of men and 10% of women retire at the SPA, according to the Older Workers Employment Network.

Imagery
According to press releases and publicity materials issued by many financial services companies (I will name no names), life has never been better for people entering retirement. A vivid picture is painted of a ‘generation’ which ‘according to new research’ is invariably enjoying life more than ever before. This healthy, active generation is busily riding bikes, travelling the world, bungee-jumping and generally enjoying a carefree life of freedom, unencumbered by financial concerns.

The research of one company found that people aged 52-60 are apparently living a dream life that is the envy of the younger generation and have found ‘a form of perfect work/life balance’. Another found a ‘new generation’ of ‘GoAPs – Go-getting Active Pensioners’ which ‘rips up the rule book on retirement’ and can claim that ‘we’ve never had it do good’. And one otherwise highly-respected organisation recently described people over 50 as ‘Gap Year Grannies’ – I’ll leave you to fill in the gaps here.

This group of shiny, happy people is sometimes described as the ‘baby boomer generation’ – that demographic bulge of people born between 1946 and 1965. This age group is said to confound societal expectations in terms of activities, aspirations, attitudes, behaviour and lifestyle. In reality, it is implausible that millions of people will share anything very much simply because they are the same age. Unless a range of other segmentation variables are also applied, targeting by age alone is unlikely to be effective. Above all, it is important to note a number of studies have found that most people approaching retirement are extremely concerned about their future finances. And with good reason – a major research study published in December 2009 by Janus Capital confirmed ‘alarming deficits’ in personal savings and retirement provision that bedevil the pensions industry. What’s more, the increasing number of people having to care for both their adult children and their ageing parents – the so-called ‘sandwich generation’ – are finding their savings being eroded before retirement.

Avoid the stereotypes
The imagery used in advertising and communications materials is also often at variance with reality. There is a solid body of research which demonstrates that images of older people are either excluded altogether from advertising and communications materials, or are demeaning, patronising or stereotypical. According to academic researchers Carrigan and Szmigin: “Despite all the evidence, advertisers continue to pursue youth”. And not surprisingly, older people resent this – all the research tells us that older people wish to be recognised, treated as serious consumers, and depicted in a realistic manner.

This is a large, complex and diverse age group. They are not a ‘generation’, they are not a homogenous group, and they do not wish to be defined by age. Most importantly, they do not conform to a set of pre-defined rules. I wish you well in your efforts to work with your older customers to formulate your own shared rules.
________________________________________
Mark Beasley is a partner in rhc advantage, the creative marketing agency specialising in older audiences. For further information, or for a free copy of their research report Marketing and Older Audiences, visit www.rhcadvantage.co.uk

Older People are Cool....

2010-04-12T04:20:00.000-07:00

In my last piece, I developed the erudite argument that 'older people rock'. Not only are most of the influential figures in rock music in their 50s, 60s and even 70s, but the audiences for their music include people of all ages. In other words, rock music is inclusive: the key variables are the talent of the artist and the interest (and expenditure) of the audience: not age.

This applies to many other consumer markets: automotive, fashion, leisure and travel are obvious examples. The interest and behaviour of consumers is not related to their own age, nor is it related to the age of the actors, models and personalities associated with particular brands and businesses. Richard Branson will be 60 this year, yet Virgin is seen as a ‘youthful’ brand. Twiggy is also 60, yet turns heads in Marks and Spencer advertising. Steve Jobs is 65, yet Apple is one of the coolest brands on the planet.

So why do so many brands and businesses continue either to focus on youth, avoiding older people altogether, or to treat older people as unimaginative and outdated? The assumption that older people – who account for at least 50% of many consumer markets – are motivated only by youth as the cipher for all that is new and interesting is simply not the case. Older people demonstrably exhibit greater creativity, individualism and originality than younger people, and this is acknowledged by people of all ages.

Ari Seth Cohen is a 28year old New York blogger who questions why we look towards younger people as our fashion icons. He believes that older people know a lot more about fashion and style than younger people and his blog (http://advancedstyle.blogspot.com ) celebrates trend-setting older people, from the chic, hip and well-dressed to the eccentric and bizarre. In his own words: “I roam the streets looking for New York's most stylish and creative older folks. Respect your elders and let these ladies and gents teach you a thing or two about living life to the fullest.”

At rhc advantage, we believe that older people deserve a better deal from business, marketing and communications. To find out how our unique blend of expertise, experience and creativity can help your business, visit our website www.rhcadvantage.co.uk. And to find out more about the realities of marketing and older audiences, request our comprehensive research report.

Older Audiences Rock!

2010-03-25T10:31:00.000-07:00

Happy Birthday, Sir Elton John – 63 today. And thank you, because your birthday has reminded me to get this particular rant off my chest.

Sir Elton is one of many rock musicians now in their sixties. Beck, Bowie, Clapton, Jagger, Springsteen – the list could go on, ad infinitum. The really big bands of this vintage can still pack the largest venues whenever they want – think of Led Zeppelin, Pink Floyd, Rolling Stones, the Who. They command huge audiences, many of whom are the same age as they are.

And my rant is this: older audiences rock, but most of the marketing communications directed at them do not. In fact, if advertising and communications are directed at older people at all, they are almost always directed at some sort of mythical minority group, made up of caricatures, grotesques and stereotypes, instead of the incredibly diverse group most of us know. The best we over-50s can hope for is to be portrayed with white teeth, coiffeured grey hair and Blue Harbour leisure clothing.

To continue. Jimi Hendrix is currently topping the charts with a ‘new’ album, despite having died 40 years ago. And perhaps the biggest name of them all, Sir Paul McCartney, 67, has already sold out his June performance in Hyde Park. With a full-time staff of 150 for his world tour, and a ‘Platinum Package’ ticket priced at £938.83, Sir Paul is certainly doing his bit for the economy. And yes, he is continuing to work beyond the state retirement age, presumably out of choice.

And it’s not just the performers. If you’re not sure what the term ‘older audience’ really means, then just go to a rock concert. People who used to shake their mane of hair in front of the PA speakers can now be found nodding their grizzled heads politely. None conform to any stereotype of what an ‘older audience’ might look like. At a recent rock music event I attended* nearly all of the audience, like the band, were over fifty. But the diversity was there to be seen – from bespectacled chaps in sensible pullovers, tapping their feet politely, to ageing tattooed bikers, wearing faded band T-shirts. We all shared an interest in a particular band, but little else.

This older rock audience consumes many different types of music heavily, and in many different ways – from gigs to downloads. It is a diverse audience, which does not conform to the stereotypes of how older people are expected to look or behave. In fact, like any other ‘older audience’, neither does it conform to the way in which older people are perceived and portrayed by many businesses, their advertising and their marketing communications.

So, if you’re talking 'bout my generation, please try to talk to us in a language we understand.

To improve your marketing to older audiences, visit www.rhcadvantage.co.uk

* ‘Down at the Doctors: a weekend in Canvey Island with Dr Feelgood’ – http://markbeasley.blog.co.uk

‘Marketing and Older People’ - updated version of research report now available from rhc advantage

2010-02-25T08:07:00.000-08:00

rhc advantage, the marketing and communications agency, has released an updated version of its research report, Marketing and Older Audiences. This is available at no charge via the agency’s website, www.rhcadvantage.co.uk

The UK population continues to age, with vast economic, social and political consequences. However, most people do not have the time to study the subject in detail, or to evaluate the associated marketing issues. That’s where this report comes in.

‘Marketing and Older Audiences’ reviews an extensive and diverse range of data and research literature, drawing upon academic, commercial and Government sources. The result is an authoritative, comprehensive and highly readable report document. The 100-page report provides an overview of the following areas:

• Demographic analysis
• Economic issues and trends
• Social and political issues and trends
• Market segmentation
• The purchasing behaviour of older people
• Attitudes of older people to age and ageing, employment, business, brands
and communications
• Advertising and Marketing in practice
• Marketing communications planning and creative guidelines

The research was directed by Dr David Gilbert, Professor of Marketing at the University of Surrey, and reviewed by Dr Paul Sweeting, Professor of Actuarial Science at the University of Kent.

The updated version has been revised, improved and updated with additional content. For a free pdf copy of the report, visit www.rhcadvantage.co.uk.

rhc advantage are also available to present the main findings of the report to audiences large and small.

Older people and HSBC business customers

2010-02-15T10:29:00.000-08:00

The following article is to be published in the next edition of Small Business Update, which goes out to the entire SME customer base of HSBC, going live on the last day of the month. It contains various quotes from me - and while I love publicity, I'm less keen on reducing complex issues to soundbites. However, I think the journalist, Emma Allen, did a good job, given the limited wordcount she had to work within.

The over 50s are a growing socio-economic group – and one with a large disposable income. How can small firms market their business so they appeal to this audience?

With someone in the UK turning 50 every 40 seconds, it’s little wonder that so-called baby boomers are a powerful consumer force. Yet many older people say they feel patronised by marketing campaigns - or worse, invisible - as businesses fail to cater to their needs.

A quick glance at the statistics, however, shows that firms cannot afford to overlook this age group. Not only does the UK have an ageing population - over 40 per cent of us will be 50 years plus by 2035 – but many older people possess serious spending power, holding the purse strings to 80 per cent of the nation’s wealth.

Recognise diversity
So how can businesses make their marketing strategy more appealing to mature shoppers? First, firms need to recognise that the over 50’s are a highly diverse group with different pockets of consumers, and that defining customers by age alone can be misleading, advises Mark Beasley, partner at marketing agency rhc advantage, which specialises in communications for older audiences.

“Unless you’re selling health or financial products with special age related clauses, you shouldn’t lump everybody together in a one size fits all approach – after all, a 50 year old will have very different attitudes and needs to an 80 year old. Equally, Mick Jagger is the same age as John Major but you wouldn’t necessarily group them together,” he points out.

Instead, he says that businesses need to take a more strategic approach, taking into account different factors such as lifestyle, income, education and occupation. This will give you a much more useful insight into your customers, as well as how they want to receive information and ultimately, how you can best reach them.

Don’t stereotype
Stereotyping older people also paints a false picture. “Not every person over 50 is driven by price, or is into gardening, cruising or sensible shoes. The biggest spenders on fashion are actually women aged 50 to 64, while men over 45 are heavy buyers of music,” Beasley explains.

“Most well-known brands simply don’t cater to these markets though, so there are real opportunities for forward-thinking firms. Think about things like product design, retail environment and staffing – hiring mature employees for example – to make sure you’re meeting the needs of older audiences.”

When it comes to marketing techniques, baby-boomers are fairly sophisticated having grown up with advertising since the 1950s, Beasley says, explaining that the over 50s tend to prefer print media to tv advertising or radio, with direct mail usually the least influential method.

Explain the facts
“Older people tend to be motivated by facts, rather than meaningless creativity,” Beasley explains. “Messages should include clear information on why the product would benefit them and how it works not rely solely on glossy images, as research shows this doesn’t tend to motivate buyers.”

Businesses shouldn’t assume that the over 50s are less technologically savvy, either, as studies show that online influence is growing. In a study by Millennium, emails and website advertising came second to word of mouth as the most important factor when making a purchasing decision for older people. Again, thinking about your customers is key – many of the over 50s will have used computers in their career and will be highly IT literate, and while the over 70s are much less likely to use the internet overall, there are many groups of active internet users in this age group as well. The mistake yet again, says Beasley, is to think only in terms of age - there are other, better, ways of segmenting customers.

Lastly, Beasley advises making sure your website is inclusive to older audiences, by making it easy to read and navigate. He advises using a clear font, a reasonable size type and clean and simple designs, as well as avoiding labels such as ‘elderly’ or ‘old’ or offering discounts to ‘seniors' - this will alienate the younger over 50s and patronises all older people.

For further information: www.rhcadvantage.co.uk

Where next for Inclusive Design?

2010-02-04T09:45:00.000-08:00

Inclusive design was championed by BT at a seminar this week. So far, the principles have been applied mainly to products. Could the principles be extended to apply to inclusive branding, communications, marketing and services?

On Tuesday, Richard and I attended a BT seminar: ‘Designs on a Bigger Market: The business case for inclusive design’.

This set out to make the business case for ‘inclusive design’ and to provide hands on advice practical workshops. The event was well-paced, well-organised and seemed to engage the audience to an impressively high level. And the setting – the BT Tower – did not exactly detract from the event either.

The event started with filmed interviews with such luminaries as Stephen Timms MP (Minister for Digital Britain) and Tom Wright CBE (Chief Executive of Age UK). Presenters included Andrew Harrop of Age UK, Professor John Clarkson of Cambridge University, and Gillian Gibson-Piggot of BT. All made their points succinctly and well.

So what is ‘inclusive design’? According to the BSI, it is ‘The design of mainstream products and/or services that are accessible to, and usable by, as many people as reasonably possible…without the need for special adaptation or specialised design.” For further information, visit www.bt.com/inclusivedesign or www.inclusivedesigntoolkit.com

The business case for inclusive design is based upon population ageing, the physical impairments associated with age, and the size, growth and economic power of this group. Something close to our own hearts, of course. The type of ‘inclusive design’ discussed was almost entirely product design, providing functional benefits related to impairment.

So far, so good. But what’s next? Here are a few thoughts:

1. Inclusive branding and marketing. The emotional needs of older people must be addressed, as well as their physical and functional needs. This takes us into the realm of branding and communications (again, close to our hearts at rhc advantage). To make a gross generalisation, the current choice for older people seems to be polarised between dull, utilitarian products meeting their physical needs, and products which, although meeting their needs as mainstream consumers, are apparently targeted and positioned for much younger and unnecessarily groovy people. Take the IPad or IPhone, for example. For an older person to own these invites humorous comment, yet it is well established that many older people are likely to purchase technology products – for example, 50% of Kindle purchasers were aged over 50 (and 27% over 60).

And why can’t functional products for older people also be attractive? For an example of how this can be achieved, visit www.thefutureperfectcompany.com

2. Inclusive communications. The principles of inclusive design have been applied mainly to products. These principles must be developed and applied to the route to market of those products, and beyond. This includes the extended service offering around products (information, after-sales, and so on), packaging design, communications to intermediaries, in-store merchandising and point-of-sale materials, and of course, marketing communications.

3. Inclusive Service. The principles of inclusive design must also be applied to all aspects of the customer experience in retail and service organisations. Consider just one example. Many older people we have spoken to dislike banks (OK, who doesn’t?) because they have to stand in queues. However, the much-maligned Post Office has a numbered ticketing system (in larger branches) which allows you to sit in a comfortable chair until your number comes up. There is not space here to consider all the many aspects of the service experience which could be improved, probably to the benefit of everybody.

Thanks to BT for stimulating the discussion, and to the Age UK ‘engage’ team for facilitating our attendance at the event. It’s all very close to our hearts and the very reason we launched rhc advantage in December 2009.

Marketing to Older People: Fact and Fiction

2010-01-26T09:02:00.000-08:00

The following article is to appear next month in BT Resources, a newsletter sent by BT to its financial services customers.

Marketing to Older People: Fact and Fiction

The population of the UK is now older than ever before. According to the Office for National Statistics, there are now more adults aged over 45 than there are under 45. This was described by a Government report last year as a ‘tipping point’ and the UK population will continue to age for the foreseeable future. According to the Economist (26.06.09), this is a ‘slow-moving but relentless development that in time will have vast economic, social and political consequences’.

For the financial services industry in particular, an ageing population provides many opportunities. However, there also challenges – not least, cutting though the many false assumptions, stereotypes and myths surrounding this important group. If these are not identified and avoided, customer relationships will inevitably suffer. To demonstrate this, let’s examine three areas of relevance to anyone working in the financial services sector: customer wealth, retirement and imagery.

Customer wealth
Just about every time you read an article about marketing and the over-50s, you will inevitably be told that this group accounts for 80% of the UK’s wealth. Coupled with the size of this group, this ‘fact’ suggests a large, relatively untapped and lucrative target market. However, the most extensive, thorough and impressive research programme ever conducted into older people - the COI 'Common Good' research project (2006) - concluded that: 'there is insufficient data available to support this apparent fact and we have been unable to find support for it."

The reality is that this is an extremely diverse and complex group of more than 20 million people. Some people are extremely wealthy, while it is also the case that – according to Age Concern – more than 2 million older people live in poverty. The message here is that the basics of marketing – segmentation, targeting and positioning – are crucial. Do not rush into mass marketing on the assumption that most older people are extremely wealthy.

Retirement
Harriet Harman - in her role as Minister for Women and Equality – recently pledged to end compulsory retirement, hence giving people the right to work beyond the state pension age (SPA) of 65 for men and 60 for women. The fact that older people are able to enjoy equality in the labour market is of course to be welcomed.

However, this is not just about personal freedom, human rights and social justice. For many people, continuing to work after the SPA is not a matter of choice but of necessity. As Andrew Harrop of Age Concern/Help the Aged recently commented (11.01.10), ‘Millions of old workers need to carry on working past state pension age to boost their savings and pension pots’. What’s more, many such jobs are likely to be low-paid and part-time – only the minority will be engaging in a ‘portfolio existence’ of consultancy projects, non-executive directorships, and golfing holidays in the Algarve.

And of course, continuing to work after the SPA assumes that one has a job in the first place. In fact, 30% of people aged between 50 and the SPA are unemployed, mostly involuntarily. As a result, this age group now exhibits the highest rate of entrepreneurial activity, with many people starting second careers in their fifties.

For these reasons, retirement should now be seen as a process, not an event, says Paul Sweeting, Professor of Actuarial Science at the University of Kent. In fact, just 17% of men and 10% of women now retire at the SPA, according to the Older Workers Employment Network.

Imagery
According to press releases and publicity materials issued by many financial services companies (I will name no names), life has never been better for people entering retirement. A vivid picture is painted of a ‘generation’ which ‘according to new research’ is invariably enjoying life more than ever before. This healthy, active generation is busily riding bikes, travelling the world, bungee-jumping and generally enjoying a carefree life of freedom, unencumbered by financial concerns.

The research of one company found that people aged 52-60 are apparently ‘living a dream life that is the envy of the younger generation’ and have found ‘a form of perfect work/life balance’. Another found a ‘new generation’ of ‘GoAPs – ‘Go-getting Active Pensioners’ which ‘rips up the rule book on retirement’ and can claim that ‘we’ve never had it do good’. And one otherwise highly-respected organisation recently described people over 50 as ‘Gap Year Grannies’ – I’ll leave you to fill in the gaps here.

This group of shiny, happy people is sometimes described as the ‘baby boomer generation’ – that demographic bulge of people born between 1946 and 1965. This age group is said to confound societal expectations in terms of activities, aspirations, attitudes, behaviour and lifestyle. In reality, it is implausible that millions of people will share anything very much simply because they are the same age. Unless a range of other segmentation variables are also applied, targeting by age alone is unlikely to be effective.

Above all, it is important to note a number of studies which have found that most people approaching retirement are extremely concerned about their future finances. And with good reason – a major research study published in December 2009 by Janus Capital again confirmed the ‘alarming deficits’ in personal savings and retirement provision that bedevil the pensions industry. What’s more, the increasing number of people having to care for both their adult children and their ageing parents – the so-called ‘sandwich generation’ – are finding their savings being eroded before retirement.

The imagery used in advertising and communications materials is also often at variance with reality. There is a solid body of research which demonstrates that images of older people are either excluded altogether from advertising and communications materials, or are demeaning, patronising or stereotypical when used. According to academic researchers Carrigan and Szmigin, ‘despite all the evidence, advertisers continue to pursue youth’. And not surprisingly, older people resent this – all the research tells us that older people wish to be recognised, treated as serious consumers, and depicted in a realistic manner.

This is a large, complex and diverse age group. They are not a ‘generation’, they are not a homogenous group, and they do not wish to be defined by age. Most importantly, they do not conform to a set of pre-defined rules. I wish you well in your efforts to work with your older customers to formulate your own shared rules.

------------------------------------------------------

Mark Beasley is a partner in rhc advantage, the creative marketing agency specialising in older audiences. For further information, or for a free copy of their research report ‘Marketing and Older Audiences’, visit www.rhcadvantage.co.uk

Good news - or is it? IPA Agency Census reveals that agency staff are getting younger

2010-01-21T03:12:00.000-08:00

The IPA (Institute of Practitioners in Advertising) has today published the main findings of its 2009 Agency Census (www.ipa.co.uk). This annual survey is described (by the IPA) as ‘the definitive annual agency survey of employment trends in media, advertising and marketing communications agencies.’.

And the good news is that year-on-year the average age of agency employees has increased, as has the percentage of employees aged over 50. Or perhaps it isn’t such good news after all. Let’s look at the figures:

• 45.2% of agency employees are aged under 30 (2008 – 47.6%)
• 5.2% of agency employees are aged over 50 (2008 – 5%)
• The average age of employees is 33.7 (2008 – 33.3)
• The employed base has declined by 7.4%, driven mainly by a decline in
employees aged under 25 and first-year trainees

As Hamish Pringle, the Director General of the IPA comments, this has been ‘the toughest period for agencies in living memory.’. It is hardly surprising that the recruitment of graduates and younger people has declined and of course this is the reason for the extremely small increases in employee age. Certainly, there is no evidence of a drive by agencies to recruit on the basis of age and experience! In fact, I suspect that there has actually been a decline in the number of older employees.

The comparative youth of people working in agencies is often given as the reason behind ageism in advertising and marketing communications, whereby according to some researchers 'despite all the evidence, advertisers continue to pursue youth.'

The average age of adults in the UK is now 45 – not 33. The mainstream has been ageing for the past 30 years and will continue to do so. How you can have any interest, empathy or insight into older consumers, when you live in a ghetto of youth, fashion and cool? As the census itself acknowledges, agencies have some way to go in terms of diversity - so full marks for honesty.

For many years, the required attributes for agency staff have included creativity, energy, enthusiasm and vibrancy, not to mention a direct connection with the zeitgeist. These attributes have become associated with youthfulness.

That’s why we formed rhc advantage: to offer high levels of expertise, based upon understanding and insight of older audiences, delivered by talented people who are themselves older (but are not yet disconnected from the zeitgeist).

www.rhcadvantage.co.uk

Marketing to older audiences. Myths and Legends - Part One

2010-01-19T03:51:00.000-08:00

Just how wealthy are 'older people' ?

The statement that 'older people hold 80% of the UK's wealth' is repeatedly quoted as though it were an incontrovertible fact requiring no substantiation or support. In fact, it seems to have become an accepted myth: if you read an article on the subject of marketing and older people, there is a very good chance you will read this 'fact'.

The most recent example of this is in the current 'engage' newsletter, issued by Age Concern and Help the Aged. This introduces recent research conducted by 20plus30 and Mature Marketing into older consumers and the recession. Both newsletter and research report boldly assert (without referencing a source) that: 'Despite older people holding 80% of savings and investment assets...'

Our own extensive review of data and research relating to older people (available at no charge via www.rhcadvantage.co.uk) could find no support for this assertion. There is some evidence that older people hold a disproportionate amount of wealth - however, it is also claimed (by Age Concern / Help the Aged) that over 2 million older people live in poverty. Where a source is given, it is often either vague ('according to a report from the Henley Centre') or attributed to a secondary source (for example, the only publicly-available data from Age Concern/Help the Aged on this subject references a book - 'Older, Richer, Fitter' - published in 2005).

Probably the most extensive, thorough and impressive research programme ever conducted in this area was the COI 'Common Good' research project (2006). This commented on the "statistic" of older people holding 80% of the UK's wealth as follows: 'there is insufficient data available to support this apparent fact and we have been unable to find support for it."

Can anyone provide a definitive - by which I mean primary, and reputable - source for this alleged 'fact', please? Or, may I suggest that it is no longer used, and we find some more accurate, meaningful and properly sourced facts to put into the public domain? If we are to overcome the inherent ageism of UK society and business, and the many incorrect assumptions held about older people, we must not fall into the same trap (by propagating allowing our own inaccurae information to be propagated). And in any case, why should 'wealth' be allowed to become the most important 'fact'? Wealth is relevant only if one can establish a direct relationship between wealth and expenditure.

Launch of rhc advantage. Press Release

2009-12-14T11:15:00.000-08:00

rhc advantage, the new UK marketing communications agency for older audiences, is launching this month. A free research report is being offered to coincide with the launch.

Mark Beasley, client partner said: “For the first time ever, there are more adults aged over 45 than there are under 45. As the population continues to age, marketing must adapt with it. rhc advantage is an evolved agency that specialises in dealing with older audiences. This sector is highly sophisticated in marketing terms - they have grown up alongside marketing and advertising – and therefore requires the highest standards of creativity. That’s why we have created rhc advantage - to combine market insight, best practice planning and creative excellence. To demonstrate our credentials, we are providing a comprehensive review of the market through a free research report.”

The detailed report, entitled ‘Marketing and Older People’, is being offered via the website www.rhcadvantage.co.uk, at no charge (in digital format). The report aims to provide a comprehensive introduction to a diverse and complex subject, drawing upon an extensive and diverse range of data and research sources – from Government reports to academic research. The agency is also available to present the main findings of the report to interested groups, businesses and organisations.

The agency has been formed by Beasley – a former WPP agency director with 30 years marketing experience – with Richard Collyer, creative partner, and Melanie Haslam, planning partner. Together, the three partners have more than 75 years successful agency experience, which they believe will enable their clients to communicate with older audiences more efficiently, more creatively and above all, more effectively.

Mark Beasley said: “Older people are no longer a niche, but are at the heart of the mainstream. The size, growth, wealth and expenditure of older people are facts that are known to most organisations. However, while many organisations are keen to improve their alignment with this important group, they may not have been able to find the appropriate agency partner. We hope to provide a new alternative for such organisations, through a combination of our experience, expertise and insight. ”

This new creative marketing agency, which aims to help businesses improve their communications with older people, launches this month.

-ends-

Note to editors
1. For further information, please visit www.rhcadvantage.co.uk or contact Mark Beasley on 01256 704070, 0771 2137603 or via mark@rhcadvantage.co.uk
2. rhc advantage is part of the rhc group, a long-established independent creative hotshop based in an attractive converted coaching inn in Odiham, Hampshire, with a London office in Chelsea Harbour.
3. rhc advantage claims to be the only major UK agency or consultancy offering integrated marketing communications solutions for older audiences. The few major players in this space have their roots in consultancy, research or advertising.
4. The rhc advantage team is significantly older than the usual agency team. According to the IPA (Institute of Practitioners in Advertising) 2008 Agency Census (published 22nd January 2009), the average age of employees in member agencies is 33.3 years: almost 50% are under 30 and just 5% aged over 50.
5. ‘Marketing and Older Audiences’ is a comprehensive review of relevant data and research, which draws upon over 70 sources. It is intended as a single-source introduction to the subject of older audiences and marketing in the UK - something which does not otherwise exist. It was produced by rhc advantage with direction from Professor David Gilbert, Professor of Marketing at the University of Surrey. The report is available as a word document or pdf file, and can be presented by rhc advantage with a supporting PowerPoint presentation to any interested audience.

For media information, contact Stephen/Deveta at srf on 01256 701010 or email Deveta@communicationmatters.co.uk.

rhc advantage becomes engaged to Age Concern and Help the Aged

2009-12-07T10:25:00.000-08:00

rhc advantage, the creative marketing agency for older audiences, has been accepted as a Partner and Member of ‘engage’, the business network formed and managed by Age Concern and Help the Aged.

engage aims to bring companies together to share expertise in meeting the needs and requirements of older consumers, to promote best practice, and to advise on adapting business models and products for an ageing society. The engage network already has over 50 members, representing multiple consumer-facing business sectors across the UK and the world. These include Barclays, British Gas, BT, Currys, HSBC, Marks & Spencer, McDonalds, Microsoft and Sky.

engage also manages the ‘Age OK’ accreditation mark, which will be awarded to products and services judged to be sufficiently ‘age-friendly’. Next year, it is planned to extend the accreditation process to take into account the overall customer experience for older people. This is something that we see as particularly important. Being ‘age friendly’ must surely mean much more than an empty promise made in advertising and marketing communications. It is a belief that must extend across all aspects of the customer experience if it is to be credible.

For example, it is easy to believe that B&Q is age-friendly, given the consistency of its approach across employment, advertising and product. However, one can only assume that certain other retailers (sports retailers, say) are keen to deter anyone aged over 21, to the point of being age unfriendly, given their muzac and staffing policies. This despite some evidence that people over 21 - and indeed, over 51 - do buy sports clothing and equipment. New Balance, for example, is a well-known case history in this industry showing the successful growth of the brand once it stopped chasing youth and became more 'ageless'.

To take it a stage further, perhaps 'age friendly' and 'Age OK' are concepts that should be extended across other aspects of an organisation, such as employment practices. Thinking of our own industry, nearly 50% of staff employed by IPA (Institute of Practitioners in Advertising) members are aged under 30, while just 5% are aged over 50. This is in stark contrast to the distribution of people in the total working population. In this context, rhc advantage is very much the B&Q of the creative industry!

For more information - www.engagenetwork.co.uk www.rhcadvantage.co.uk

Ageism in the news. Again!

2009-11-20T09:46:00.000-08:00

Ageism continues to be a newsworthy subject. Here are a few recent examples:

- The 'sacking' of Arlene Phillips (66) from 'Strictly Come Dancing', to be replaced by a much younger but less knowledgeable singer
- The ongoing involuntary 'retirement' of female presenters aged over 50, including Selina Scott, Moira Stuart and Anna Ford
- The mature student aged 64, who (according to the Daily Mail of 16.11.09) has applied for 650 jobs but received only one reply
- The boss of a retirement home management company is forced to issue a 'grovelling apology' (according to the Daily Telegraph, 20.11.09) after using the phrase 'dribbling geriatrics'

The Equalities Office referred earlier this year to 'the ageist culture which has prevailed in our society for too long'. As it points out, not only does ageism infringe human rights, but society needs the active involvement of older people.

Given the size, growth and economic power of older people, there are huge rewards for businesses which are able to adopt an age-friendly position (but without falling into the many bear traps that this can involve). Which is where we come in...

Coca-Cola to target older audiences

2009-11-17T04:33:00.000-08:00

Coca-Cola is to target older consumers as part of a bid to double its revenue by 2020, according to a report in Marketing Week today.

Coca-Cola chairman and chief executive, Muhtar Kent, is reported as saying that the company was “laser-focused” on targeting the right consumers with fully integrated global marketing campaigns that work on many levels.

By 2020, the company says that the world will look very different, so targeting the “right consumers” will include a renewed focus on older, wealthier consumers.

As our own report on Marketing and Older Audiences (available upon request) found, the marketing planning processes of most companies do not take the long-term, gradual nature of population change into account. Only the most marketing-led businesses, such as Procter & Gamble and Unilever, have done this – leading to successful global brands like Olay and Dove.

We will watch this space with interest….

Ageism and Marketing

2009-11-12T02:28:00.000-08:00

At rhc advantage, one of our aims is improve relationships between older people and business. This is of course fundamental to all of the work we do and central to what marketing is all about.

It’s also why we actively support AGE UK (the new name for Age Concern and Help the Aged) and its aim of improving the lives of older people. We do this through our membership and role as business partners of their Engage Business Network and a commitment to contribute a percentage of our fee income to the charity.

We have also decided to take a stand against ageism wherever we encounter it in the business and marketing worlds. Ageism in the UK is a cultural given – for a number of reasons, age and ageing are seen as unattractive and undesirable. For this reason, images of age and ageing tend to be avoided – employment practices in marketing and advertising favour younger people, as do the images used in advertising and marketing communications. Both facts are well documented – but that’s for another day. However, let’s be clear that they represent the most glaring examples of ageism in marketing.

It's not much, but our starting point is to write ’angry of Tunbridge Wells’ type letters to the media. Here’s an example, from February this year. This concerns ‘The Marketer’, the official magazine of the Chartered Institute of Marketing. This is an organisation which styles itself as ‘the leading international professional marketing body’, so how it deals with these issues is significant.

The article in question took a fairly routine story about cognitive testing amongst the over-50s by an insurance company. It then proceeded to give it the full tabloid treatment. Here’s what they published:

Geriatric gaming
Gaming grandparents could cut back on car insurance thanks to a scheme from Allstate insurance. More than 100,000 Pennsylvania pensioners are using brain-building video games to test the effects of cognitive training on driving safety. The games use InSight video software from Posit Science designed to reverse dodderiness and improve the visual skills needed for safe driving. Positive results will mean discounts from Allstate for older drivers who game to stay sharp.

It is worth noting that the source for this piece (www.springwise.com) did not use the derogatory terms and stereotypes applied by ‘The Marketer’, such as ‘geriatric’, ‘dodderiness’, ‘grandparents’ and ‘pensioners’. It is reasonable to assume, therefore, that it was the editorial judgement of ‘The Marketer’ to reduce the piece to a sniggering, puerile laugh at the expense of people aged over 50. Just another piece of casual ageism.

I contacted the Editor, who did not see my point at all. It was just a piece of fun. The fact that some people aged over 50 are doddery, pensioners and grandparents justified the piece, in her view. However, Ray Jones, the highly-regarded Head of Communications for the CIM, immediately 'got it' and made space for me to make my point in the next edition, which went to press that evening. I won't reproduce it here, as you can probably guess the points I made.

We will continue to be vigilant. Watch this space!

Marketing to the Over-50s. Why we don't!

2009-11-11T09:47:00.000-08:00

The following article was written by Melanie Haslam, planning partner of rhc advantage. It first appeared in Admap magazine in October 2002. However, as the points it makes are still valid, it seems like a good way to start this blog. More, more topical, news and views will follow.

Marketing to the Over-50s. Why we don't!

Despite the fact that the over 50s hold 80% of the nation’s wealth, have a higher disposable income than the under 50s, and comprise nearly 40% of adults aged over 15 (and rising), the marketing and advertising community is transfixed by the under 50s. 90% of marketing spend goes there. This spend is fighting for a highly competitive and thus expensive share of an increasingly less important market, leaving the other largely uncontested.

So why do we ignore the over 50s market?
It is a fundamental paradox in our society that despite growing numbers of older people and with increased life expectancy, the value placed on old age has actually diminished. The reasons are various and raise a number of fundamental issues about the way we regard ageing and being old. There is the social context to consider; the cultural, financial and political perspective. But also the personal context - that is to understand our own feelings about becoming and being old. They both colour our judgement. We highlight some of these….

The historical and social context
Mass old age is actually a new phenomenon. At the beginning of this century most of us would have been dead or worn out by the time we got to 40 or 50. Most of us would have died of disease or accident, not ‘natural causes’. There used to be a status in reaching a ripe old age, of having "defied the odds". However now the queen’s 100 year anniversary telegram no longer makes the news; instead the numbers of older people, now so much more visible, are regarded as an economic burden to society, and potentially a (guilty) personal burden to individuals.

The loss of this ‘scarcity value’ in part explains why older people have also lost their natural roles as leaders and teachers in society. In more traditional societies, especially those still based on an oral tradition, older people carry the history, knowledge and wisdom of their tribe, and are therefore the natural leaders and teachers. This is also a critical role they play within the extended family, caring for and guiding the grandchildren. Experience and knowledge were a basis of respect handed down through the generations.

In more religious societies, such as in the East, age is associated not only with secular but also with spiritual wisdom, of somehow being closer to God. Being older is seen as part of the rite of passage to the next stage of what will hopefully be a better life. The rise of secularism, our loss of belief in an after life, has radically impacted on our attitudes towards this life. Significantly, rather than being an integral part of life, part of a new beginning even, old age and death are now seen an end. In part out of our own fear, in part out of distaste, we therefore prefer to disassociate ourselves from both, to hide them away.

Whilst we find it difficult to admit, our avoidance of the over 50’s is also a reflection of our own ambivalence towards, and indeed fears about, our own ageing process. We unconsciously associate old age with decay. We fear the possible lack of control and the loss of independence. We fear too the idea of being ill, alone, of being poor. Ultimately we avoid accepting the reality of our old age.

The dominance of youth culture
Part of the response to these trends is to live in a society increasingly dominated by a focus on external appearance, and the mores and values of youth. The pressure to remain looking and feeling young is huge – hence the explosion of interest in Viagra and cosmetic surgery. We might hold Cher and Joan Collins up as icons of older people, but we essentially define their success in terms of how young they look. Those other older people we do admire, whether politicians, marketing moguls or pop stars, are generally taken as exceptions rather than the rule. We do not translate their example and success into a broader context.

Instead we have developed stereotypes of older people as being conservative, stuck in rut, traditional. Indeed so much so we see the attributes of style, discernment and fashion almost as the rights of youth alone, as almost distasteful in the older generation ("mutton dressed as lamb"?). Indeed not only do we chose to ignore older people but negative stereotyping is actually getting worse. It has been written into the language; "dirty old" and "boring old". It has also found physical form and reinforcement in the drama and entertainment we watch, from Alf Garnett through to Victor Meldrew.

A new perspective
At the macro level these trends are reflected by the failure of successive governments to get to grips with fundamental financial and social issues over pensions, health and long term care. While at a corporate and business level it reflects a strategic failure to plan ahead and reconsider the allocation of resources, and compounds the misplaced belief that all progress and innovation should be driven by the young.

So it is hardly surprising that our older members in society feel misunderstood, under-valued, ignored, misrepresented, stereotyped. The over 50’s live longer than ever, live more active lives than ever before, and are in fact mentally and physically 10 years ‘younger’ than they were 10 years ago. They have money to spend, more time to use, and needs as ‘single’ people without children again. They are undergoing fundamental change in terms of lifestage and lifestyle, in terms of inevitable physical, mental and emotional change, which provide opportunities for new products and services.

More importantly they are people, who are on line, who start new businesses, who buy new cars, who spend money on luxury personal products, on toiletries and cosmetics, who participate in sport regularly, who travel, and begin to learn new things. It is inevitable they will become more demanding and develop a stronger voice. The surprise is that it has been so long in coming.

However getting to grips with defining and marketing to the over 50’s is actually more complex than to their younger counterparts. The over 50’s are an economically diverse group with unequal disposable income. They are more individualistic, and less ‘tribally’ driven than younger consumers. Their innate disposition and attitude towards life becomes magnified as they get older. And most importantly, age per se is not defining. Rather it is the attitudes and feelings towards ageing - the actual process of ageing itself and people’s coping strategies – which varies and provides a means of differentiating between individuals.

Longer term the way forward is to ignore the calendar and consider chronological age as increasingly less important. It is also to question the notion of ageing; in society, within our corporate culture, and to question and confront our own personal feelings about the ageing process and what it might mean to us as individuals.

Finally, we should all take the over 50's market more seriously for no other reason than the simple fact that it makes commercial and political common sense. After all, who wants to be the brand manager who has to explain to the chairman why they are ignoring the most lucrative market in the UK, especially when the chances are he or she is one of them.

Melanie Haslam is Planning Partner of rhc advantage, the creative agency for older audiences (www.rhcadvantage.co.uk).

This article first appeared in Admap 432, October 2002.