Despite controlling the majority of consumer wealth, adults aged 50 and above are widely underrepresented and mischaracterized in marketing. Cheryl Overton Communications (COC) has launched GRWN™, a comprehensive strategic marketing communications toolkit designed to help brands break outdated stereotypes and connect meaningfully with this influential demographic.
Insights from GRWN™ Research
- Significant Untapped Potential:
65% of respondents agree that people over 50 represent major spending opportunities. Yet, 48% of those 50+ felt overlooked by brands in the past year. - Perception Gaps:
While 50+ consumers want to be seen as active, stylish, wise, and adventurous, 60% feel brands focus on their past rather than their current or future selves. - Industry Opportunities:
Fashion/Beauty (32%) and Entertainment (23%) lead the sectors needing better age representation, followed by Technology and Financial Services (13% each). - Values Highlighted:
The 50+ demographic values security (36%) and freedom (23%), emphasizing a need for marketing that supports growth and exploration. - Cross-Generational Understanding:
More than half of respondents feel younger generations do not fully understand the needs and values of the 50+ audience.
About GRWN™: A New Age-Inclusive Marketing Toolkit
Built on data-driven insights and strategic expertise behind campaigns like P&G’s “My Black is Beautiful” and Dove’s “Campaign for Real Beauty,” GRWN™ offers brands:
- Consumer Insights Mining: Uncovering true motivations and preferences of 50+ consumers.
- Strategic Framework Development: Custom approaches that honor audience complexity and diversity.
- Narrative & Creative Direction: Authentic content strategies reflecting lived experiences.
- Integrated Implementation: Multichannel activation where 50+ consumers engage most.
- Performance Measurement: Analytics tracking both business impact and evolving audience sentiment.
Why It Matters
“Over 40% of respondents fear ‘becoming invisible’ with age,” says Cheryl Overton, founder and CXO of COC. “GRWN™ gives brave brands the tools to reshape societal perceptions, lead cultural conversations on aging, and gain market share by engaging this powerful demographic authentically.”
GRWN™ joins COC’s suite of proprietary tools aimed at driving authentic brand connections, including DEI Monitor™, All Girl Band™, and Amewa™. As the 50+ consumer segment continues to grow in influence and spending power, GRWN™ empowers marketers to show up smarter, breaking free from outdated stereotypes to deliver inclusive, impactful marketing.
