In pursuit of youth: What's wrong with the older market?

Marylyn Carrigan, Isabelle Szmigin

Research output: Contribution to journalReview articlepeer-review

30 Citations (Scopus)


The media today remain focused on capturing the “youth market”, despite the population changes which suggest that older rather than younger consumers are becoming demographically and economically more attractive. Advertisers in particular are guilty of portraying older consumers in stereotypical ways, or else ignore them, resulting in offence and alienation within the 50-plus market. This paper examines the reasons why the over-50s are such an important market; discusses why advertisers and marketers are so reluctant to target older consumers and concludes by recommending how advertisers and marketers might better serve this market, for both economic and ethical reasons.

Original languageEnglish
Pages (from-to)222-231
Number of pages10
JournalMarketing Intelligence & Planning
Issue number5
Publication statusPublished - 1 Sept 1999


  • Advertising
  • Grey marketing
  • Media
  • Older consumers

ASJC Scopus subject areas

  • Marketing


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