A subtle change has occurred among marketers and advertising specialists – older people are no longer invisible, they’re actually desirable.

For the past year, Gloria Hunniford has been promoting the cholesterol-lowering virtues of Flora Pro.activ, One Direct’s Barbara McMahon talks insurance and SpecSavers’ ads feature handsome, older, bespectacled models. It’s no coincidence. They’ve joined a bevy of international brands such as Chrysler, Kraft Foods, L’Oreal and Procter & Gamble in their pursuit of the newly attractive, silver-haired demographic.

For many years, older consumers were ignored because they were considered asset rich but cash poor and less willing to try new products or change brands. However, money talks, especially in a recession. Companies know that products targeting the over-55s tend to remain stable or suffer less during an economic downturn.

Not surprisingly, an article in the New York Times on the international advertising industry, “The older audience is looking better than ever”, found an increasing interest in marketing goods and services to consumers aged 50 plus.

Wild at heart
Marketing manager for Flora Pro.activ in Ireland, Muireann McCormack, thinks the shift has less to do with the recession and more to do with the over-50s’ change in behaviour. “Historically, they were perceived as TV and newspaper consumers but now we see the emergence of the silver surfer.”

Ireland’s senior citizens have a very different life from that of their parents and grandparents. “They’re far more dynamic than they were. Active retirement does not mean a class at the local college, it might mean a trek to Mount Everest,” says McCormack.

Flora Pro.activ deliberately targets the over-50s, says McCormack, as people over that age are more aware of their cholesterol through health checks and the product offers them a solution. The company also believes that Hunniford, their 70-year-old brand spokesperson, embodies the young-at-heart ethos with her dynamic personality.

Going postal
The post office is also in on the gig. Many older people grew up with the post office as an integral part of their community, says Una McNamara, corporate communications manager at Postbank.

To make the most of this goodwill and the extensive postal network, in May 2007 Postbank was launched to offer financial services in the Post Office network, the new company incorporated the existing One Direct brand. The savings and insurance products are available to all customers but some are more targeted. “We’re conscious of the demographic and, within the life insurance offering, we have a tailored product for the over-50s,” McNamara says.

Barbara McMahon represents One Direct in print ads, on radio and in magazines that appeal to a senior population.

One Direct says senior customers have several priorities for their cash: security and safety are closely followed by access and interest rates. The company is developing more products that may be useful to older customers, including home insurance needs and other financial packages.

Taking a good look
Guernsey-based Specsavers is publicity shy but their advertising speaks volumes. Buses and billboards in Dublin city centre and beyond are plastered with grey-haired beauties wearing funky glasses.

However, all the demographic targeting in the world may not help these brands sell their products. Most studies show that, although older individuals may have more disposable income, they are also more discerning about the way they spend it.