London

The Over 50s: don't call them grey (or silver)

  • By 2050, more than one third of the global population will be over 50. And yet, despite this generation’s energy, optimism and passion for new beginnings, marketers are often hesitant to take full advantage of their immense influence and purchasing power

    Flamingo was invited to host a panel at Cannes Lions, alongside Ketchum, focusing on why this 50+ cohort often remains misunderstood by brands

    Kirsty Fuller – our global Co-CEO – shared her thoughts on the subject and underlined the importance of engaging with, rather than targeting, this cohort, with a view to developing inclusive and values-based band activity rather than discrete age-driven communications