Brands have been urged to re-evaluate how they engage with people as they get older.
According to Tracey Follows, Chief Strategy & Innovation Officer at The Future Laboratory, society is happy to “celebrate vintage things” yet older people are often overlooked and ignored.
Marketers have therefore been encouraged to alter their perceptions and use of language when targeting this demographic.
“We need to stop referring to them as grey consumers and start referring to them as experienced consumers,” Ms Follows said.
“After all, they’ve been making choices about purchasing products and brands for a lot longer than any millennial and they know a thing or two about who to trust.”
Ms Follows called on brands and marketing departments to embrace the challenge of seeing the world through the eyes of ageing consumers.
Furthermore, she said they should not be so “myopic” that they forget everyone is always growing up, rather than just youngsters who are leaving school.
Ms Follows went on to state that the problem lies partly in the fact that age is a “socially constructed concept.”
This, she said, means that while organisations can be sure of a person’s gender or race, each individual has their own view on who should be categorised as young or old.
Indeed, Ms Follows pointed out that official research has showed that a person in the UK is likely to be regarded as old by the time they are 59, compared with 68 in Greece.
Furthermore, she noted that a study by Age Concern found that the estimated age at which people are seen to get old goes up in line with the age of the perceiver.