Geezology

Youth marketing
is an irrational industry dogma.

The Silent Generation invented youth marketing as we know it. And since the early 1960s, the industry’s (often creepy) obsession with youth culture as the seedbed of “new ideas” and “breakthrough” work, has become a familiar, if rather tired, marketing convention.

The hallowed 18-35 year old demographic is no longer producing the same dazzling results it yielded when Don Draper was selling cigarettes to Baby Boomers.

The shift in consumer demographics is underway all over the world. Thanks to the anti-smoking work we created in the 1990s, people are living longer, healthier lives. Between 2015 and 2050, the proportion of Earth’s population over 60 years old will nearly double from 12% to 22%. We see this wave of gray as a massive opportunity and Geezer is laser-focused on it.

125 Million

U.S. consumers over 50 years old, or roughly 30% of the population.

30% Growth

Rate of growth of the 50+ demographic from 2020-2050.

70%

U.S. Disposable Income

Geezers outspend every other demo. On just about everything.

When fewer than 5% of ad employees are over the age of 50, it’s not surprising 95% of global advertising is aimed at younger audiences.*

That’s what you call implicit bias. And it reminds us of bygone days in advertising, when white men wrote all the commercials aimed at women, and portrayed them all as subservient housewives.

It’s time to change advertising (again, for the gazillionth time). Because the 50+ market is a goldmine. It’s not just an opportunity for obvious brands, like retirement services and healthcare, it’s an opportunity for almost every brand. Whether you’re looking for new audiences for existing products, or want to create new products or categories to serve these older, wealthier generations, Geezer is here to help.

*Source: https://www.forbes.com/sites/sheilacallaham/2023/04/23/do-you-want-a-career-in-suffering-edgy-video-highlights-ageism-in-advertisingand-beyond/

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