I turned 50 last month, and no more know how I got there than how I should feel. I’m anticipating the crisis to kick in, the hair to go grey, the physical slowdown to start, new technology to become unfathomable and Viagra to be on the shopping list.
I’m also waiting for advertisers to talk to me; target me in a look and tone that is aspirational. It looks like being a long wait, even though by 2020, 50% of the population will be over the age of 50, and we already control 79% of UK disposable wealth. According to The 50+ Project, a recent survey by High50.com, a lifestyle brand for 50-somethings for which I am editor, an incredible 96% of those aged 50 and over do not believe that advertising is aimed at us at all. Only 11% believe that brands target us.