One of the most significant areas of opportunity for BrandWorld in the coming months and years is to address the issues of an ageing population. It is one of the greatest concerns for governments and policy makers all around the world - and, ironically, one of the least for the advertising industry.
We have talked about this often through the years (believe me it was one of the first topics we discussed 20 years ago and even toyed with a concept called 'Ageless' - back then I was 35, it might be time to actually do something).
There are far more dimensions to the issue than health. In fact, when you look at the report below, you will see that improvements in health have been built on over a century of steadily improving social conditions, technology and things like diet (or access to affordable, good quality food and water).
One of the take-outs is to see populations in the round, as whole and integrated beings, rather than simple caricatures - in a post-demographic era, where we have access to granular data, defining people even as 'personas' is no more valuable than using astrological signs to plan.
This is a primer - there are discussions to be had…
Why 65 isn’t ‘old’.