New Marketing Agency Aims To Connect Businesses With The 50 And Over

Influent50, a Division of AARP Services, Inc., Finds 83 Percent of Baby Boomers Feel Marketers are Making Mistakes

Aug 17, 2015, 11:39 ET from Influent50

WASHINGTON, Aug. 17, 2015 /PRNewswire/ -- Influent50, a new, full-service marketing agency, is helping businesses connect to an influential consumer group  the 50 and over. The agency, a division of AARP Services, Inc., has specialized expertise and unique insights that enable them to help brands communicate and market products and services directly to this diverse market. Influent50 has found companies are either not targeting the over 50 market, or making costly mistakes in their marketing and advertising when they do.

"We know more about consumers than ever before, and Influent50 gives a voice to an often overlooked consumer group," said Dave Austin, Managing Director, Influent50. "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 We know how to uniquely reach and communicate to consumers 50 and over better than anyone else, and we don't rely on outdated stereotypes."

Any business that isn't speaking to this demographic could be leaving sales on the table. In the U.S., people age 50 and older control 70 percent of the entire nation's disposable income, spending $230 billion on consumer packaged goods annually[i].

Survey Finds Marketers Are Making Mistakes When Speaking to Boomers

A recent survey[ii] by Influent50 emphasizes the need for brands to treat people over 50 uniquely. Eighty three percent of Boomers surveyed say that brands are making some kind of mistake when trying to appeal to their age group. In fact, one-third (36 percent) of respondents agree that marketers "get it all wrong" when it comes to advertising to people age 50-69.  Half of those surveyed (47 percent) say companies use inaccurate stereotypes about people their age in advertising.

And this group is spending, but their purchase behavior has changed. The survey indicated that three quarters (74 percent) of this group is willing to pay extra for convenience, and higher quality. So it's more than the price tag. Five out of six (84 percent) boomers agree that they're more likely to consider quality and features, and not just price when they're considering a new purchase. Additionally, half of boomers (52 percent) 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. At Influent50, we help brands identify with these consumers," said Scott Collin, Chief Creative Director for Influent50. "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."

Learn more about Influent50

Influent50 combines powerful analytical data and research with smart strategy and creative craftsmanship to build communications that target the most responsive consumers in the market. This process gives brands a competitive advantage in the 50 and over marketplace. It offers a full suite of research, data analytics, modeling, creative, and integrated marketing strategy services.

To learn more about Influent50 or download the full survey please visit You can also follow the agency on LinkedIn for the latest insights.

About Influent50 
AARP Services, Inc. Influent50 is a division of AARP Services, Inc., a wholly owned subsidiary of AARP. Influent50 provides marketing services to commercial companies to help them offer product and services relevant to the 50 and over population. Influent50 offers a variety of marketing services such as research, data analytics, marketing communications, and product development, all focused on the 50 and over market. AARP Services, Inc. has entered into a data license with AARP that gives AARP Services, Inc. access to AARP's research and related insights to the 50 and over segment

About AARP Services, Inc.
AARP Services, Inc., founded in 1999, is a wholly-owned taxable subsidiary of AARP. AARP Services manages the provider relationships for and performs quality control oversight of the wide range of products and services that carry the AARP name and are made available by independent providers as benefits to AARP's millions of members. The provider offers currently span health products, financial products, travel and leisure products, and life event services. Specific products include Medicare supplemental insurance; credit cards; auto and home, mobile home and motorcycle insurance, life insurance and annuities; member discounts on rental cars, cruises, vacation packages and lodging; special offers on technology and gifts; pharmacy services; and legal services. AARP Services also engages in new product development activities for AARP and provides certain consulting services to outside companies.

[i] According to a 2012 report by The Nielsen Company.
[ii] This survey was commissioned by Influent50 using ORC International's Generational Online CARAVAN Omnibus. The survey was conducted among a sample of 1,000 baby boomers between the ages of 50 and 69. This survey was live on May 13-18, 2015.

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SOURCE Influent50