AARP (formerly known as the American Association of Retired Persons) is on a quest to get advertisers to include their demographic in more campaigns. Using tag lines such as “I may be creased, but my money is crisp,” they hope to persuade advertisers that there’s a profit to be made in the over fifty market.
Since the dawn of time, advertisers have sought out the younger buyers since they were the ones with discretionary cash. But these days, there aren’t too many 20 years old who are flush with the green stuff. 53% of recent college grads are unemployed or underemployed, the worst its ever been in the last 11 years. So why are advertisers so keen on pitching to a crowd of over-educated, broke young folks? Habit, mostly.