AARP launches marketing agency geared toward boomers

WASHINGTON — AARP Services has launched a marketing agency called Influent50, which helps businesses connect to consumers aged 50 and older.

Companies haven’t tapped the 50 and older market yet, according to Influent50.

"We know more about consumers than ever before, and Influent50 gives a voice to an often overlooked consumer group," Dave Austin, managing director of Influent50, said. "There is a paradigm shift around what it means to age and we get it. We know how to uniquely reach and communicate to consumers 50 and over better than anyone else, and we don't rely on outdated stereotypes."

Americans aged 50 and older control 70% of the nation's disposable income, spending $230 billion on consumer packaged goods annually, Influent50 said.

A recent Influent50 survey found that most boomers (83%) say that brands are making some kind of mistake when trying to appeal to people aged 50 to 69. One-third (36%) of respondents indicated that marketers "get it all wrong" when advertising to their age group. Half (47%) of the respondents say marketers use inaccurate stereotypes about people their age.

The survey indicated that three quarters (74%) of this group is willing to pay extra for convenience and higher quality, Influent50 said. Five out of six (84%) boomers say they're more likely to consider quality and features, and not just price when considering a new purchase. Half (52%) of boomers say they are more willing to splurge on purchases now than they were when they were younger.

"Anyone can buy a list and identify people over the age of 50,” Scott Collin, chief creative director for Influent50, said. “At Influent50, we help brands identify with these consumers. We use our data, research, knowledge and expertise to turn facts into insights, and insights into communications that connect with people on a personal level. Consumers over the age of 50 don't look at their disposable income as disposable. Neither do we."