050: A Fresh Perspective is a joint venture between Weber Shandwick and FutureBrand, designed to recognise the growing influence of senior audiences on today's marketing.
Age is just a number. Marketing is about mindsets. Our communications proposition goes beyond silver surfer stereotypes by enabling brands and companies to resonate with over 50s mindsets.
Our powerful combination of media and PR expertise, consumer insights, brand strategy, creative design and a passion for the future, has created a truly holistic, results-based approach to brand communication.
The facts on this crucial market segment speak for themselves:- Every 40 seconds someone in Britain turns 50
- By 2035 over 40% of the UK will be over 50
- Over 50 year olds control 80% of the nation’s personal wealth
- With an annual income in excess of £160bn, over 50s spend £145bn a year, yet only 5% of marketing campaigns pay attention to this group.
Baby boomers are turning 50. This year, Iman, Bruce Willis, Billy Bob Thornton and Paul O’Grady are among many who hit 50. This is the generation that has helped define the last four decades, yet in the media, people aged 50+ at best feel patronised or at worst invisible. So why are companies not truly succeeding to connect with this diverse group?
What we do
Being 50 no longer means fading into the background and waiting to retire. This generation is more savvy, up-beat and radically different to their predecessors. With 80% of the nation’s disposable income, many brands need to wake up to the power of this complex group.
050: A Fresh Perspective combines FutureBrand’s brand innovation and consumer insights with Weber Shandwick’s PR expertise. We help brands reach and influence seniors in a way that understands and empathises with their interests, without alienating younger consumer segments.
We understand that over 50s audiences:
- Do not necessarily respond well to traditional advertising methods
- Are more likely to trust third party endorsement
- Interact more with local and regional media than any other consumer group
- Are heavy-weight consumers of the Daily Mail and Daily Telegraph.
We devise PR and brand strategies that are based critically on mindsets and not age:
- We have developed proprietary consumer mindsets that explore the changing attitudes of 50+ audiences
- The mindsets reflect 050 attitudes, values and lifestyles, but, our venture goes one step further by not simply segmenting 050s but by devising precise implications for brand and PR strategies
We have the knowledge and experience of working within this sector for more years:
- We have helped pioneer changing attitudes towards 50+ audiences
- We know the journalists and organisations to partner who create gravitas
- We don't let 050 audiences feel segmented, isolated or patronised
- We hook into emotional, topical issues to create client visibility e.g. via politics, community, nostalgia, quality, health, empowerment, service.