• by John Gaffney , May 7, 2002

It’s not your grandfather’s ad business. That’s the top line message from the AARP report released today. It paints a picture of the 45-plus demographic that is much more willing to change brands than many media planners and buyers might have thought.

“My perception of media buyer’s these days is that they’re under 30, and have a very staid view of the older demographic,” says AARP research director Stephen Frost. “Those buyer’s should find more than a few surprises in this report.”

The biggest surprise, according to Frost, is the different niche groups that the 45 plus demo fall s into. According to the report, “The Leading Edge of Baby Boomers” (ages 45 to 56) are in their peak years of careers, and spend on maintaining and improving their lifestyles. “The Gap Generation” (ages 57 to 65) is making the transition to part-time work, volunteering or leisure activities. They’re asking themselves what kind of lifestyle they want for themselves, no longer for their families. The 66 and over group is experiencing the most change in their lifestyles, activities and interests.

“It’s very easy to lump the 45-plus demographic into one neat profile,” Frost says. “But they don’t all think alike. They don’t all act alike. Target marketing still applies here. You can’t treat them all the same.” The AARP study found that older Americans are actually more active in researching their purchases than their younger counterparts. In some cases they are less brand loyal. Before making a purchase, most Americans (62%) typically research different brands. This behavior peaks among 45-55 year olds (68%). Seven in ten Americans age 45-plus will try (but not necessarily switch to) a new brand if a person they trust recommends it.. For instance, they are as likely as those under 45 to agree with the statement “in today’s marketplace, it doesn’t pay to be loyal to one brand” (55% of those 45-plus, 58% of those younger).

With the exception of only a few categories, the majority of 45-plus Americans are not loyal to any one brand. According to Frost, that means the demo is ripe for new brand connections. The group is also less price sensitive and more quality conscious that previous studies have shown. Compared to older Americans, price considerations are more likely to lure the 18 to 44 year-olds away from favored brands in most product categories. In fact, 45-plus year olds are more likely to switch to a more expensive brand if the new brand better meets their needs, has a better reputation for quality, or comes from a competitor they’ve done business with in the past.

“This research confirmed a lot of things to me,” Frost says. “One of the things that I think is most important is that if you have a good quality story to tell in your advertising, get it out there. It will find its mark with this group.”