Two thirds of female Baby Boomers “don’t pay attention to advertising”

A new report into women aged between 53 and 72 from the J. Walter Thompson London Innovation Group shows that 72% “don’t pay attention to advertising” while 91% wish advertisers would treat them like people and not stereotypes. And with 78% of 50+ women* saying they control the purchase decisions in their households and the over 50s in general accounting for half of consumer spending in the UK** – 376 billion on discretionary items in 2016 – brands are missing out on huge potential opportunities. Called “Elastic Generation: The Female…

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