Commentary

The Average Age Of A Creative Is 28, While The Average New Car Buyer Is 56 - That's A Problem.

by Richard Whitman , Columnist, October 8, 2015

In a Washington Post article entitled "I’m 60. My boss is a 20-something. It’s awkward," 60-year-old Lisa Reswick discusses the trials, tribulations and challenges of working in an office where she takes orders from a boss whose mother is younger than she is.

She, of course, is one of the lucky ones. Especially in the youth-obsessed advertising industry where age discrimination runs rampant, with most everyone over the age of 30 experiencing age discrimination in one form or another. And where most anyone over 40 is basically banned from working inside an ad agency.

Age discrimination is bad enough for those who are of a certain age and doing all they can to "stay relevant" in a world that values youth over wisdom. But ad agency employees are not the only ones suffering from age discrimination in the marketing space. Brands do too.

Reswick explains, writing: “This obsession with young talent may be short-sighted...people older than 50 have double the discretionary spending power of any other age group. The average head of household is 52. The average new car buyer is 56. The average Mac user is 54. So marketers must appeal to older consumers and may soon regret banishing everyone who saw the Beatles sing 'I Want to Hold Your Hand' live on the 'Ed Sullivan Show.' In your 20s and 30s, it’s pretty hard to understand the mind-set, needs and tastes of those decades older."

Yes, the AARP has launched an ad agency specifically to help brands promote their products to the over 50 crowd, but that's not enough.

We need to do more.

Just how well do you think a 28-year-old can connect with a 56-year-old? Oh sure, the 28-year-old can refer to reams of research that will point to behaviors, traits and other indicators that might shed light on an effective marketing approach, but that's far removed from walking in that 56-year-old's shoes.

It's time for us all to dump the "clueless old person" attitude and realize these supposedly clueless old people have years and years and years of valuable experience that can be tapped for the betterment of the work that an agency does for its clients.

Because, let's be honest -- not every consumer is under 30. And face this fact: By 2020, it’s expected that 25% of U.S. workers will be older than 55. And they have a lot of money. Way more money, on average, than that hipster 32-year-old with whom you're so obsessed.

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5 comments about "The Average Age Of A Creative Is 28, While The Average New Car Buyer Is 56 - That's A Problem. ".

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Sally Thompson from Thompson Marketing Communications, October 9, 2015 at 12:42 p.m.
We need to value each others experiences, knowledge, and AGE...we all have so much to offer eachother, if we can stop throwing up the AGE Roadblock.

Having worked in advertising agencies for 20+ years..this behavior in ad culture was in full swing then..and seems to be going strong today. Not wise from the client and business perspective.

It's time to shift this bad behavior and embrace what we all bring to the table.
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Bob Gordon from The Auto Channel, October 12, 2015 at 4:37 p.m.

Hi... I would like permission to republish this article on www.theautochannel.com ok?

Chuck Nyren from Advertising to Baby Boomers, October 13, 2015 at 1:14 p.m.

This sounds vaguely familiar. From my book Advertising to Baby Boomers (c)2005 (and actually from a blog post in 2003):

Truth is, you can analyze marketing fodder all day and night, read countless books about marketing to Baby Boomers, attend advertising and marketing conventions around the world, and soak up everything all the experts have to say. Much of what is out there is valuable and useful … But if you plan on implementing a creative strategy and turn it over to a different generation of advertising professionals—you'll forfeit the natural sensibilities required to generate vital campaigns ... The Giant Leap: there had better be a minor revolution in the creative end of the advertising industry. Talented men and women in their late forties and fifties need to be brought back into the fold if you want to reach us. This includes copywriters, graphic artists, producers, directors, and creative directors.

You can download the Intro and 1st Chapter here:

http://chucknyren.com/AdvertisingToBabyBoomersIntroChapterOne.pdf

Robert Gibralter from Both Worlds USA, October 13, 2015 at 1:50 p.m.

Will any 28 year olds read this article? Will any 28 year olds share or repost this article? Will any 56 year old accept the pay of a 28 year old? In this bi-polar age, we see what we see when we see it. It's tough to find broader perspectives. Nevertheless, you tend to get what you pay for.

Tom Cunniff from Tom Cunniff, October 14, 2015 at 12:55 p.m.

It's only a problem if the car companies and other marketers who hire the agencies think it's a problem.

All evidence suggests that this is not the case.