ARE THERE ANY MISCONCEPTIONS ABOUT THE GROWNUPS AUDIENCE YOU’D LIKE TO SEE CLEARED UP?

That ‘old’ means anyone 50 or over That some media demo targets stop at 54. Why? That people over 50 are viewed as not tech savvy That if you’re classed as ‘retired’, you’re only interested in hearing aids, incontinence pads and rest homes

We like to say 50 is only halfway, and if any brand thinks that no one over 50 changes their loyalty to products or is worth communicating with, then they really need to think carefully and check out who’s really buying their products and services.