65% Say 50+ Has Untapped Spending Power Yet Only 3.2% Feel Seen in Ads. Cheryl Overton Communications Launches GRWN™ to Rewrite the Narrative
Summary
"The 50+ demographic controls substantial wealth and influence yet our research confirms they feel brands rely on outdated perceptions instead of engaging with their reality." The research illuminates a striking perception gap: While adults 50+ want to be portrayed as active (55%), stylish (55%), wise (45%), and adventurous (45%), 60% of all respondents report that brands prioritize their past over present capabilities and future aspirations. • Consumer Insights Mining: Research that uncovers their genuine motivations and preferences • Strategic Framework Development: Custom approaches that honor their complexity and diversity • Narrative and Creative Direction: Content strategies that authentically represent their lived experiences • Integrated Implementation: Activation across channels where these consumers meaningfully engage • Performance Measurement: Analytics that capture both business outcomes and sentiment evolution "Over 40% of our respondents identified becoming invisible as their greatest fear about aging. "Brave brands have an extraordinary opportunity to lead a cultural conversation about aging and, in the process, win market share and help reshape societal perceptions." We help forward-thinking organizations build meaningful relationships with their audiences through storytelling that inspires action and drives change.