When brands think about their target audience today, they should seriously consider how much they are talking to an “ageless society.”
People live longer, retire later, or even not at all. Also, these days we don’t look, act or feel old, perhaps we maybe don't even look what we are.
With the life-expectancy, thrill seeking and gender bending trends set to continue, the future may be transforming society in surprising and far-reaching ways.
As a result, people and brands are coming to the realization that the way we have looked at aging and have generalized entire demographics, needs to change.
Fullinsight had earlier already written about the “Vintage Years” back in 2013, a tribe in their 50s/70s reflecting attitudes that used to be the preserve of a younger generation.
In 2015 we have seen a growing number of shifts in mindset and behavior, with the cult of “one target group only” starting to fade, replaced by a culture of "agelessness".
This new “ageless society,” is technology-savvy, health-conscious, loves simplicity as well as luxury, travel, fashion and understand the meaning of life and style. For this group, the media being filled with images of generic models fronting advertising campaigns will no longer do.
Therefore, now is the perfect time for brands to stop thinking in terms of demographics and start looking at mentalities. We are in the early stages of a longevity revolution, and in the society of the future, age and character will not just be a number or a "category", it will all be flat.
People today should not be defined by their age or gender, as we all have passions, interests and ambitions just like everyone else. Cultivate excitement and cheek in your brand to attract them. Represent them in your marketing images.
Below a few examples of major happenings, products and brands that are tapping into this trend.
Caitlyn Jenner 'We're Going To Do Some Good'
The olympics champ Bruce Jenner shocked the world by turning into Caitlyn Jenner. Sharing this with the world shows how some of the most important things in life are being accomplished from following your true self, and not what the “standard society” feels you should be.
Finlandia Vodka’s latest campaign features people whose lives embody Finlandia’s ‘less ordinary’ spirit, and whose ages totalled 1,000 years. Documentary-style film, 1000 Years of Less Ordinary Wisdom by Wieden + Kennedy London has recruited some extraordinary characters to share their wisdom about life on the edge.
American Apparel & Other Stories
Known for using older models alongside younger ones, both & Other Stories and American Apparel make the point that ageing doesn’t mean you loose your beauty or your sense of style. 65 year old model Ingmari Lamy more than proves the point.
A Dutch supermarket that appeals to all ages due to promoting "health first," selling healthy, organic foods, having convenient wide aisles and simple design that creates a stress free shopping experience for everyone.
Selfridges "What Does Beauty Mean?"
Selfridges had recently launched “The Beauty Project,” exploring what beauty means to consumers from a philosophical perspective and a female and male standpoint. The project ran for six weeks from 1 May, offering customers a range of beauty workshops, pop-up salons and debates around six key topics in a 120-seat auditorium on the lower ground floor.
With this project, Selfridges is pushing the boundaries of retail theatre and facilitating a two-
PillPack’s easy-to-use packaging takes the complication out of taking multiple prescriptions each day, addressing the concerns for people of the over-60s. This may not be the only demographic for PillPack, but the group has a strong presence.