Midlife Marketing
Why it’s time to stop overlooking the UK’s most powerful audience.
Did you know that…
8 in 10 adults aged 50+ feel invisible to brands.
They control over 50% of consumer spending in the UK.
They outspend younger consumers in nearly every category.
But they’re rarely represented in marketing or product strategy.
What Sets Great Midlife Marketing Apart?
Based on extensive research and analysis, these five dimensions are consistently linked to midlife marketing success. They form the backbone of my Midlife Marketing Maturity Diagnostic (see below):
Three Tools You Can Try, to Improve Your Midlife Marketing:
1. Midlife Marketing Maturity Diagnostic
How age-inclusive is your current approach to midlife marketing? Answer this short survey to see how well you perform and get advice on where you can improve.
2. Brand Immersive Midlife Opportunity Audit
A more immersive, consultative analysis of your brand through a midlife lens. Gain specific insights and tangible actions to elevate your midlife marketing effectiveness.
3. Age-Inclusive Benchmark Review
How does your brand’s creative, CX and comms compare to category competitors and best practice? What’s missing, and what’s working? A consultative service to win midlife market share.
Contact me to discuss any of these further.
Why This Matters To Me:
I started exploring this space after reading the IPA Census, which revealed that less than 7% of people working in UK advertising and media agencies are aged over 50.
At the same time, the economic power of over-50s as consumers is undeniable.
That disconnect struck me as a major blind spot: if this were any other audience with the power to shift the needle commercially, marketers would be falling over themselves to get it right.
But too often, a lack of representation in agencies leads to a lack of relevance in the work.
I’ve spent my career as a strategist and agency leader - now I’m using that experience to help brands and businesses better understand midlife consumers.
It’s become a core focus of my consultancy, and I’m proud to be a member of the UK’s Silver Marketing Association and part of the movement to make marketing more inclusive and more effective.
Learn More:
Read The Experience Generation, my short book to help marketers better understand the commercial and cultural opportunity of midlife consumers.
