Over 50, a public security in time of crisis

At this time become the most attractive target for marks, according to a study presented in Barcelona by Hill & Knowlton.

They enjoy greater economic stability, and have been updated with energy to live the second half of his life.

The study examines how the current economic situation is leading to changes in consumer behavior and one of their conclusions is that advertisers should focus their efforts on recruiting the older generation of 50 years (including those of 60 and 70) . People are informed, with economic capacity and increasingly active in using new technologies as the Internet is one of their main sources of information when making decisions.


In addition to this new trend that advertisers should consider the study also suggests that the current crisis will effect a gradual movement towards globalization localization. It is a movement that is imperceptible but still gaining importance worldwide. According to Professor Carl C. Rohde, who shall submit the report, "is a trend born in the United States some time ago and has grown to influence and in some European markets. It is a trend favoring the high quality of local products and also the fact that by reducing the logistics will also reduce environmental impact. Sustainability is more value in a crisis because it implies a reduction in costs for businesses and cost to the consumer. "

  Carl Rohde
Carl C. Rohde is professor of Mass Communication and General Social Sciences at Utrecht University (Netherlands).