rob waller

Tuesday, November 18, 2014

Ageism again

As much as through landmark birthdays such as 18, 30 or 40, we mark the passage of time as we transit through market researchers' age bands. Halfway through each decade, we have to leave, say, 25-34 behind and admit to 35-44.

That is, until we reach such a great age that the market researchers, who I imagine to be in their early twenties, think we must now be gaga, and no longer of interest.

It's usually 65... which I plan to reach in three years time. But recently I got a taste of the kind of rejection I must get used to. Faced with the options below, I didn't make a note of the brand (being so old I am obviously forgetful).

Relegating all oldies to a single 55+ category lumps me together with my mum. I was born in the 50s, and grew up with TV, rock and roll and air travel. She was born in 1919, and grew up in a world where milk was still delivered by horse and cart.

This questionnaire is not just ageist, it's bad market research. The boomer generation has more money to spend, and the time to spend it, than many younger people.



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