Seeing us clearly

So like many of you, I watched the Academy Awards.  I even stayed up late.  Yet ironically, I turned off the television before the crazed producer ran out to tell everyone that there had been a big mistake.  The next day when I saw the clip on the morning news, my first thought was “why didn’t Faye and Warren wear their glasses?  They probably couldn’t read the envelope.”

Fair or not, that was my take…mainly because I have to wear reading glasses so I get impatient when I see anyone over a certain age act like they don’t need to.  (Not very tolerant I know, just being honest.)

But when you think about it, who is it that really can’t see?  I think it’s Madison Avenue.

They can’t see us—we who are over 50 and seem to be invisible to them.


It’s worth a visit to look at why I think we should be seen.  I pull the following information from one of my favorite bloggers, Bob Hoffman, who produces the wonderful Ad Contrarian blog.  In one of his writings entitled “The Crazy Logic of Media Strategy”, Bob reminds us:

Americans over 50….

  • are responsible for over half of all consumer spending
  • dominate 94% of consumer packaged goods categories
  • outspend other adults online 2:1 on a per-capita basis
  • buy about 50% of all new cars
  • control about 70% of the wealth in the U.S.
  • would be the 3rd largest economy in the world, if they were a country (larger than Japan, Germany and India)
  • will grow at almost 3 times the rate of adults under 50 between now and 2030


  • are the target for 10% of marketing activity

Get this.  According to the chief economist for the National Automobile Dealers Association, one baby boomer is economically worth four millennials.

So why is it so hard to find any kind of advertising geared to us? (Other than erectile dysfunction, adult diapers, or taking care of mom at home.)

Excuse me.  I’m still here.  I’m still a consumer.  I read.  I watch television.  I shop online.

I’m not an idiot.

In fact, I have been sitting in front of a computer longer than most of the advertising agency creative teams have been alive.

So maybe think a little harder about who is actually out here spending the money, and talk to us, not at us.

Sure, maybe we need glasses to see the small print.

What’s your excuse? ?

“I’m not dead yet.”

    Monty Python


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