Rise: Agelessness

Crowd DNA’s brand and communications expert Eleanor Sankey tackled the delicate subject of agelessness at our latest Rise breakfast session in London...

At Crowd, we’re well known for our work researching Millennials and increasingly Gen Z, so it seems a little odd to debunk traditional demographics. But as an insights and innovation agency, we know that as the world changes, so do our beloved cohorts. And in fact, understanding consumers by age traits can be a little limiting at times.

Today over a quarter of the people on the planet are over 50. In the UK, the Office For National Statistics (ONS) has reported that there are now more over 60s than there are under 18s. From the Nike ad of 86-year-old Sister Madonna Buder taking part in IRONMAN, to her mum’s Fitbit obsession, Eleanor demonstrated that age appropriate behaviour is becoming a thing of the past. Moreover, Millennials aren’t achieving the traditional markers of adulthood by 30 and Gen Z are favouring coffee over booze. So, a rethink is in order.

But how do brands reach out to this ageless demographic? Eleanor reassured us that we’re not becoming one homogenous lump. Increasingly, we’re finding that people share cross-generational interests – around music and fashion for example.

While we’re increasingly seeing grey-haired models in fashion magazines and marvel at the physique of yogis that don’t look their age, Eleanor warned brands against older person tokenism. When marketing to consumers, she proposes that we look at age-agnostic design, brand partnerships and micro-influencers to speak and engage with consumers in a more nuanced way.

Thanks to everyone who attended, engaged in the debate and ate the croissants. We even gave them all our just-launched bag and notebook to take home. An editorialised Crowd DNA report on agelessness will follow shortly!