Search Marketing Knowledge Center | ANA
Log in Search

Search Results for All Content (access may be restricted)

Search returned: 15 document(s).

  • Each Generation's Preferred Method of Receiving Offers, by the Numbers

     Money Slides   April 24, 2024  

    Media and marketing agency Vericast shares data of the modes of communication through which generation Z, millennials, generation x, and baby boomers most prefer to receive offers.

    view

  • How This Nonprofit Targeted Older Audiences

     Event Recaps   March 21, 2024  

    Road Scholar, a travel nonprofit, utilized a diversified media portfolio to engage older audiences.

    view

  • Talking About My Generation

     Knowledge Partners   March 6, 2024  

    The 2024 edition of Cheerful Twentyfirst’s annual strategic research project explores how audiences are engaging with brand experiences and communications across generations.

    view

  • How to Boost Engagement and Deepen Consumer Relationships

     Industry Insights   January 15, 2024  

    In marketing, consumers are at the core of every strategy. Boost consumer engagement and foster meaningful consumer connections with these expert tips.

    view

  • ANA SeeHer: Gen Alpha to Boomer Women, Getting Accurate Portrayals Right

     Webinar Rewinds   November 8, 2023  

    In this webinar, SeeHer discusses why gender equality is a business imperative for marketers. Learn strategies that best resonate with consumers through authentic representation and portrayals across generations of women and girls, from Gen Alpha to Boomers.

    view

  • A New Perspective On Older Consumers

     B2C   October 27, 2023  

    Armed with enormous spending power, Americans aged 50 and over are living longer, more active lives. But, for the most part, marketers choose to ignore rapidly changing demographics and devote the bulk of their budgets to courting the coveted 18 to 49 crowd. A new platform targeting consumer-facing brands wants to change that.

    view

  • Marketing to Baby Boomers and Older Adults

     ASK Answers   September 12, 2023  

    How can my brand connect with baby boomers?

    view

  • Dispelling Myths on Marketing to Older People

     Industry Insights   March 29, 2023  

    In a world that is often youth-obsessed, and chasing younger generations’ attention spans and interests, older people are overlooked. Even worse, they are cast off as unimportant. And yet, 35 percent of the U.S. population is 50 or older, according AARP, illustrating that much of the population is being left out of crucial moments in media, advertising, and product development.

    view

  • The Brands Connecting to Women Without Stereotypes

     Industry Insights   March 1, 2023  

    Stereotypes are still in abundance, especially when it comes to gender. For women, there are many industries, interests, and places where women aren’t seen as part of the group. Representation in the media, and creating avenues for women to equally and safely participate, is essential to bridging the gender gap for women.

    view

  • Don't Be Ageist: Marketing to People 50 and Older

     Industry Insights   February 7, 2023  

    Over the past several years, marketers, brands, creative teams, and media agencies have done a meaningful job of focusing on the importance of diversity in the representation of images and strategies in their advertising and communications efforts. Making sure that the BIPOC community, as well as people in the LGBTQ+ and people with disabilities groups are presented in authentic ways has been an important evolution that reflects a world of inclusiveness.

    view

  • Why Does Ageism Persist in Advertising?

     Champions of Growth Podcast   February 6, 2023  

    Despite dramatic and accelerating changes in aging and the rise of the so-called “Silver Economy,” brands seem stuck in time when it comes to engaging the 50-plus crowd. Michael Clinton joins host Matthew Schwartz to discuss why ageism persists in marketing and advertising and what brand managers can do about it.

    view

  • Why Do Brands Continue to Patronize Seniors with Their Ads?

     Podcast Clips   February 6, 2023  

    Michael Clinton, special adviser to the CEO of the Hearst Corporation, uses data to dispel the myth that the 50-plus crowd simply wants to be young again and explains why brands need to pivot their messaging to better connect with these individuals.

    view

  • Intergenerational Wealth Transfer Campaign

     B2 Awards   July 16, 2022  

    Vanguard Financial Advisor Services created an integrated, multichannel campaign that provided financial advisors with an ecosystem of relevant content highlighting challenges, opportunities, and potential solutions behind the $68 trillion wealth transfer from baby boomers to their children and grandchildren.

    view

  • Ignoring the 'Silver Economy' May Be Getting Costly for Brands

     B2C   July 1, 2022  

    Despite the growing power of the “silver economy” and traditional notions of aging being constantly upended, advertisers continue to give the 50-plus market short shrift. As the size of this market — and its immense wealth — grows, can brands continue to afford to ignore them?

    view

  • Ageism in Marketing Is a Problem — Let’s Fix It

     Industry Insights   June 30, 2022  

    Ageism in marketing has been a problem for a long time. Really think about it. When was the last time you really saw older people in ads (that weren’t specifically geared toward aging)? You know, ads where older people are portrayed as themselves, living their lives, joyously?

    view