Jeff Weiss

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• Overcoming Biases Key To Successfully Engaging The Aging Consumer Market in Marketing Insider on 11/22/2017
  

  What would you do if you discovered that your brand may be leaving millions of dollars of revenue on the table by ignoring the age 55+ market?

Comments by Jeff All comments by Jeff

• Don't Overlook Your Most Lucrative Consumer Segment by Shelly Schroedl (Marketing Insider on 03/07/2023)
  

  Based on our research, there are three main reasons why marketers largely ignore or stereotype older adults:1. They don't know where the money is (and think that Millennials and GenZ have way more money than they do;2. Ageism in the marketing world results in young marketers who "don't want to market to their grandparents;3.  Societal myths, stereotypes and stigmas related to older adults that simply aren't true.All of this leads to FOMO --- Fear Of Marketing Older.Older adults are craving attention and huge opportunities to those brands that deliver in a relevant and meanginful way.

• A Call For Intergenerational Marketing by Nic Allum (Marketing Insider on 07/27/2021)
  

  Nic,I like this piece but I'm wondering where the boomers are?  I "get it" that Gen Xers are often ignored but given that over 40% of all consumer spending is made by adults 55+, not including them in marketing efforts is a big miss.Jeff

• How Marketers Can Help Seniors Age In Place by Phil Graham (Marketing Insider on 11/16/2020)
  

  Well put Phil and i totally agree with all of hte opportunities that exist for busineses to enage these older consumers who account for over 40% of all consumer spending.However, I know that many of them, particularly the Active Agers, have no desire to age (gracefully) in place.  They want to Live Well and thrive and embrace all of the great things that come with getting older.  Even using the term "senior" is a big turn-off to them and marketers need to get past all of the stereotypes and stigmas associated wiht aging.

• The Increasing Insanity Of Marketers' Indifference Toward Older Consumers by Mark Bradbury (Marketing Insider on 11/20/2019)
  

  After many discussions with marketers of all ages in a wide variety of industries, I believe that Active Aging consumers are being ignored because of FOMO --- not Fear of Missing Out but Fear of Marketing Older.  People generally are afraid of growing older and the myths and stereotypes that are prevalent in our society means that marketers don't even want to explore those opportunities.

• Baby Boomers Spend More Than Millennials -- Yet Are Ignored By Advertisers by Glenn Geller (Marketing Insider on 05/22/2019)
  

  Ed, the research that we have conducted shows that 75% of Active Aging consumers do not believe that marketers are doing a good job at engaging them (compared to 50% of millennials).  So something is obviously broken.  We also know that people are happiest when they get older and that they are accepting aging like they never have before.   They want to get the most out of life regardless of their age and that does not mean aspiring to be younger.  And they respond better to seeing people that they can relate to in an authentic and real way.  Unfortunately most of the images we see are not relatable to this group --- not becuase of the age of the talent but because the images or footage that is used is just plain bad.

• Baby Boomers Spend More Than Millennials -- Yet Are Ignored By Advertisers by Glenn Geller (Marketing Insider on 05/22/2019)
  

  The reality is that the numbers in terms of wealth and spending have been there for years.  The biggest stumbling block that we find in talking to marketers is what we call FOMO.  Not fear of missing out but Fear Of Marketing Older.  This fear is unfounded and caused by the Dirty Dozen Myths (as we like to call them) of aging.  The good marketers will get over this fear and target Active Aging consumers who are craving their attention and looking for brands to talk to them in a meaningful, relevant and authentic way.....similar to the way they are trying to talking to younger consumers.

• Report: Brands Need To Rethink Attitudes About Consumers And Aging by Larissa Faw (MAD on 07/18/2018)
  

  Ed, I agree that CMOs and more senior execs are going to be older but not sure what that % is.  I am referring to all marketing folks and the number that I heard was that only 6% are over 40.  Hence my thoughts and comments.

• Report: Brands Need To Rethink Attitudes About Consumers And Aging by Larissa Faw (MAD on 07/18/2018)
  

  This report is bang on.  Our research shows that only 1/4 of consumers 55+ think that marketers are doing a good job of engaging them compared to 50% of younger consumers who think marketers are doing a good job at reaching their (younger) age group.  Since the vast majority of marketers are under the age of 40, we need to break the myths and stereotypes associated with aging in order to properly market to these active aging consumers.

• Overcoming Biases Key To Successfully Engaging The Aging Consumer Market by Jeff Weiss (Marketing Insider on 11/22/2017)
  

  Ron, thanks for your note and comment.  The numbers definitely support the opportunity to target this older and active consumer.  Much of the hesitancy comes from younger marketers (meaning those under 40) who have dated perceptions of what odler consumers are like, how they behave and how they want to be marketed to.  

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