They’re flush with cash, and set to live longer than ever – so why do advertisers write off the 50+ cohort?

They’re flush with cash, and set to live longer than ever – so why do advertisers write off the 50+ cohort?

In marketing and media, we know a lot about the young. They’re consumers in the making, future decision-makers and key influencers. A valuable cohort, they are continuously surveyed by those anxious to know just what rocks their world. This information feeds the ad campaigns which have always believed, like the Jesuits, in catching them while they’re young.

The young, so the thinking goes, are impressionable and malleable because they lack experience and tend...

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