When you watch television, have you noticed that most of the commercials seem to be aimed at young families and kids? Young and attractive couples and slim, 18- to 21-year-old models are used to sell everything from food products to cars to lipstick.

Rarely do you see anyone with gray hair in their 60s, 70s or older, with the possible exception of an aging Ed McMahon, the late Johnny Carson’s sidekick, still extolling the virtues of a specially built shower for seniors.

Are most companies and businesses in the U.S. and Canada ignoring older consumers?

Are advertising and marketing messages being directed mainly at those in the 25- to 34-year-old age range?

Klaus Rohrich, President of Taylor/Rohrich Associates Inc., a firm specializing in the conception and marketing of adult-lifestyle communities, thinks there is a bias in favor of younger consumers. He adds that marketers may sometimes even look at ages 35 to 49, but as a rule the 25- to 34-year-old market is the most favored.

Mr. Rohrich notes that in Canada these two market segments combined currently account for about 45 per cent of the population. However, their combined spending power falls far below that of the 50-plus age group. The 50-plus age group currently accounts for close to 32 per cent of the total population; comprises 42 per cent of the adult population; accounts for about 55 per cent of all discretionary spending; and, owns upwards of 80 per cent of all the personal wealth held in our financial institutions. Yet, they are rarely targeted in advertising.

Mr. Rohrich notes that the number of 20- to 49-year-olds will remain relatively static during the next decade. “What will change is the number of individuals described as “mature” (over the age of 50) will increase by one-third over the same time period. By the year 2026, the 50-plus demographic will eclipse the 20 to 49 by a substantial number (30 to 42 per cent), and that’s when the problem of older purchasers will make itself most evident.”

Why are the 50-plus consumers apparently being largely ignored?

“First of all, there isn’t a great deal of sex appeal in mature people (Candice Bergen notwithstanding), and one of the driving motivators in most marketing efforts aimed at young buyers is sex,” Mr. Rohrich notes. “Older purchasers buy their products on very specific, well-reasoned considerations, whereas younger buyers just want what they want when they want it.”

As well most marketing executives in today’s corporations are in the same age range as the people to whom they’re appealing, i.e. 25 to 49. “Thus, there is a huge lack of objectivity among these executives.”

However, Mr. Rohrich predicts that the time will come when advertisers discover older buyers and begin to seriously look at that market, particularly as aging, self-indulgent “Baby Boomers” cross that 50-plus threshold. “Until then they will continue to pursue that 25- to 34-year-old buyer whose discretionary spending power remains at just under $10,000 per year.”

Adapted from an article in Active Adult Magazine: activeadultmag.com

Pat Moauro is a former veteran journalist, and currently a writer and editor specializing in seniors’ issues. For more articles check his website at maxxseniorslife.com