Age Wave- Flat Agers (A fresh consumer)

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Fig.1. Waves Crashing Desktop Wallpapers (2014)

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Fig.2. Daphne Selfe Model (2012)

A demographic global shift is shaping the future but is often overlooked. The over 50’s renowned as the ‘Flat Agers’ have been breaking traditions, grasping life and oozing individuality; yet are still bound to a conventional stereotype of sitting in rocking chairs and knitting.

The Flat Agers are a fresh and vibrant age group that brands should be paying attention to and younger generations can look forward to.

Shaped by their qualities rather than their age, they are often full of knowledge, have money to spare and have a bucket list of aspirations.

Although considered a more mature age group, this hasn’t stopped them from creating new memories or achieving what they desire.

Consider them ageless.

Fig.3. Three 8

Fig.5. Over the Moon (2014) Fig.4. Grandma-Ga-Ga (2011)

80-Year-Old Women Tell Us What They’ve Learned About Style (2015)

A fast growing consumer; “By 2050 there will be 2 billion of them worldwide.” As stated by Emmanuelle Moeglin, Mintel (2014). With thanks to advanced medicine and healthier lifestyles we are a society that is living longer and has advanced freedom. Therefore Flat Agers won’t be fading away and will likely demand products that suit their needs and personas.

The hustle and bustle of everyday life has reduced for flat agers, meaning they often have time to travel and spend their hard earned cash while they still can.

They are also highly active. “The market in Flat-Age physical health will see the gym, health and fitness clubs industry reach revenues of almost £18bn by 2018”, according to IBISWorld (2013). This signifies that their new lifestyle is considerably similar to the younger generation Millennials who are also highly gym active, social media users and keen travellers. Brands should analyse these analogies between the two age groups with marketing in mind.

Flat Agers have arrived in a ray of colours and a strong sense of originality, which tells a story of their past. Although they may have similar lifestyles, they differ from other consumers such as Millennials because they celebrate their flaws rather than alt–er them with cosmetic surgery. These waves of confidence have become identified trends such as grey hair labeled as ‘cool’. Possibly the lack of marketing strategies aimed at flat agers and the short time they have left on the earth has lead them to dress and act how they want, creating wise and carefree role models.

Fig.6. Modernising the Grey (2015)

Fig 7. Debra Rapoport in New York Magazine (2010)

‘BRANDS SEE THESE SPLIT PERSONALITIES AS AN OBSTACLE, BUT REALLY THEY SHOULD BE SEEING IT AS AN OPPORTUNITY.’

– LSN GLOBAL INSIGHT EDITOR PETER FIRTH

Fig. 8. Rodin Olio Lusso (2013)

Beauty entrepreneur Linda Rodin aged 66 created a nourishing skincare range for her self but when word got out not only were her own age group buying into the product but also her younger celebrity contacts such as Karlie Kloss and Alexa Chung. Her products are natural and fresh looking and are about embracing your natural beauty and keeping it at its best.

Creatively driven freethinkers like Rodin prove that there is no age limit on setting up a business; talent can be expressed at any age. Kitty Dann for The Guardian identified “In 2013 the figure for entrepreneurial activity among the over 50 was identical to that for 18-49 year-olds at 6.5% – its highest ever level.� (2014). Others among Rodin are Elle Macpherson with her Super Elixir supplement, which launched last year.

Fig. 9. People | Linda Rodin (2014)

There is a common misconception that older people do not use technology. “From 2000-2009, there was a 70% increase in internet use by people aged 50-64 and a 38% increase by those 65+.” (2010), proving this an evident error. Blogs such as The Beauty + and Advanced Style celebrating the diverse unconventional beauty of this age group and mature dating apps have become successful technology strategies. This year and last saw the launch of the advanced style documentary and comparable to tinder dating app named stitch. Consequently the use of technology and these youthful pastimes makes Flat Agers just as much a vital target market to focus on as any other age groups.

The energy within this generation wave will likely extend the lifespan of humanity, for they are revving up rather than slowing down. This should not be ignored by brands; it should be a focus point. “We have to fight age discrimination through excellence in design,” says Matthias Hollwich from the Pennsylvania School of Design.

Fig.10. This Isn’t Happiness (2014)

Fig.11. Bilder En De Clercq: A New Food Concept (2015)

Japanese cosmetics brand Shiseido has launched social media campaigns specifically aimed at older consumer groups. “The 55 to 64 age group now spends £2,190 a year, which at an increase of 4.9 per cent makes it the UK beauty industry’s biggest growth area.” (Daily Mail, 2015 p.21). The Japanese manufacturers realisation of this demographic shift has led many other brands to follow. Nars cosmetics featured mature actresses such as Charlotte Rampling to promote new beauty products for a diverse new range of lipsticks. Interestingly the lipsticks are not aimed at older women and have been hugely successful with younger adults showing the power a famous flat ager has had over promotion. Nars using an older woman for their campaign is a risk that has paid off. What should be firmly observed is how younger consumers have not been put off by the use of someone more aged promoting the product; it subsequently was used as a top lipstick choice at New York Fashion Week.

Various fashion houses such as Givenchy and Versace have monitored the trend by using celebrities such as Madonna and Julia Roberts as the new faces for the companies. Other industries such as food and design are creating fresh, innovative food shops and everyday interiors that provide comfort, ease of use a long with bold, clean and minimal marketing graphics for the Flat Age consumer. Masters of simplicity and design are the Bilder & De Clercq stores based in Amsterdam. These particular promotion qualities seem to be a running theme throughout campaigns and are proving to be what the consumer wants to buy into.

‘NEARLY HALF OF THOSE OVER 55, ESPECIALLY THOSE WITH INCOME OVER £50,000 (51%) AND EMPTY NESTERS (49%) ARE LOOKING FOR WAYS TO INDULGE THEMSELVES.’

Fig. 12. Luxury Living (2015)

- GEORGE P. MOSCHIS (2000)

Fig. 13. More than obvious beauty (2012)

Although the rise of campaigns for Flat Agers is a growing trend, not everyone is fully aware of this rising consumer market. “Some might say we live in a flat age society�, Alex Hamilton (2014). This however is not easily recognized in mainstream environments.

Pick up a conventional fashion magazine such as Vogue and this demographic is rarely represented. The young and beautiful will always embody fashion; nevertheless future consideration needs to be given to the evidently revolutionary Flat Agers.

Therefore is it their natural aging that makes Flat Agers scarcely known in mainstream media? As a society we encourage youthful and flawless skin and perfectly proportioned frames, for the majority of us hope to mirror that.

This is what we consider the perfect base for merchandise to look its best; young and fresh like the product itself. Therefore to effectively market it is highly important to realize if different age groups are willing to be open minded about coming face to face with media consisting of the highly diverse and aged forms of the Flat agers. This is still a focus consumer that many brands see as a risk. If they target them will the rest of society support?

In order to understand primary research must be conducted, for further discovery of how the Flat Agers are reshaping future demographics and the impact they will have on society.

The initial research will be regulated in lively areas such as vast cities Nottingham and London. Both cities are buzzing with diverse cultures and ages; people acting with their natural instincts going about their daily routines. In populated areas it is easy to spot out differences between people and understand how certain types of age groups act in their usual ways. Ethnographic research including filming and writing will act as study methods to better understand the Flat Agers. Noting habits, similarities and dissimilarities they share with one another and various groups of ages.

These locations will additionally act as the picture-perfect spot to discover people who represent the Flat Agers. Street style photography will capture the style, personas and array of this age group in their every day routines. This will lead to insights of how they portray their selves and what they stand for, furthermore people’s reactions to their various formations at the scene.

An online survey will be generated and publicized to numerous types of age groups. Further copies will be given out in person to the regular customers at Waterloo farm Leisure tearoom who are aged 50+. Questions will be short and straight to the point to discover opinions on the elder generation appearing in various types of media such as adverts, campaigns and photoshoots. This is to gather direct information regarding whether or not the Flat Age generation are considered inspirational or appealing to mainstream society.

Two friends appropriate to the Flat Ager consumer group will be interviewed about their buying habits and what drives them to buy into a brand or product, to further understand their requirements.

Fig. 14. Life Photography Stylish Grandma (2014)

To gain more in depth acumens, three focus groups will be asked numerous questions. The first group will be a group of 16-24 year olds followed by 35-44 year olds and finally a group of 50+. All three groups will be asked questions observing Flat Agers in mainstream society.

The purpose of these contrasting groups of age means opinions will differ and insights regarding if there are similarities of opinions between two age groups will impact on what future marketing strategies need to be formed.

Fig. 15. From A Confined Space (2013)

Fig. 16. From A Confined Space (2013)

The lively expanse of Flat Agers globally, who are generating wisdom and creativity wherever they go are demanding attention. The brands ignoring them have proved to fail doing so and are being battled by this consumer who wants to be heard. The controversial bodies of the Flat Agers are a new age wave changing global shifts and crafting the paths to our futures.

METHODOLOGY TABLE

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[Accessed 21st November 2015] Figure 6. Modernising the Grey (2015) [Own Photograph] Available at: Pop Magazine Issue 31 Autumn/Winter 2015, p.112. [Accessed 21st November 2015] Figure 7. Debra Rapoport in New York Magazine (2010) [Digital Photograph] Available at: http://advancedstyle.blogspot.co.uk/2010/04/debra-rapoport-in-new-york-magazine.html. [Accessed 21st November 2015] Figure 8. Rodin Olio Lusso (2013) [Digital Photograph] Available at: http://www.barbaradonninelli.com/ video/i/video/rodin_olio_lusso.html#.VlsElN_hCRs. [Accessed 21st November 2015] Figure 9. People | Linda Rodin (2014) [Digital Photograph] Available at: http://www.salle-privee.com/ en/detail/people-linda-rodin. [Accessed 21st November 2014] Figure 10. This Isn’t Happiness (2014) [Digital Photograph] Available at: http://thisisnthappiness.com/ post/22241958820/the-lights-grow-brighter-as-the-earth-lurches. [Accessed 21st November 2015]

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