We are back at home at the IOM for our special August summer session with 3 amazing papers including:
Age of the stage: why we radically need to change how we see Silvers: Cato Hunt, Managing Director (SpaceDoctors, Human8) and Bri McIntosh, Senior Director (Human8)
- The UK population is ageing, with 4 in 10 people in the UK now aged 50 and above. This poses a number of challenges for how we operate as a society and how businesses can best meet the needs, and unlock the commercial potential, of the ever-growing silvers audiences. Those aged 65 and over are persistently (a) seen as a homogenous audience (b) are written off due to age related myths and stereotypes and (c) rarely, if at all, feature in design and innovation streams. If you are not looking closely at these audiences now, there’s no guarantee you’ll be seen as relevant to them in the future. This session will pick apart the dominant stereotypes of ageing, encouraging the audience to lean into their biases while also positing a few imagined futures to show the potential of what could be possible if we start to think and act differentl
GYM Z’ : Emily Harry , Marketing Manger, Zoom Media and Laura Machin, Research Manager at Differentology
- An exploration of the importance of fitness and health for the 18-25 audience and how this translates to them being valuable, aspirational consumers. Other studies have pointed to the fact they have a greater financial awareness than other generations as well as displaying a greater interest in wellness and health. This study seeks to uncover their general lifestyle attitudes, trends and behaviours on a deeper level and what this means for brands looking to influence them in gym and fitness environments
Third paper to be announced shortly...