William Joseph Communications

The Rise of the Ageless Market

Ageless marketing is “marketing based not on age but on the values and universal desires that appeal to people across generational divides. Age-based marketing reduces the reach of brands because of its exclusionary nature. In contrast, ageless marketing extends the reach of brands because of its inclusionary focus.” – David Wolfe

We propose extending this concept one step further by applying the concept of ageless marketing to what has quickly become an ageless society, especially regarding the attitudes and approach of baby boomers.

Throughout history there has been an obsession with staying young; for example, hair dye was invented in 1907 by the founder of L’Oreal. Today it is even more pervasive with the rise of medical procedures, the size and reach of the beauty industry, and the opportunity to share and celebrate youth through social media.  Images on Instagram are of young people curating perfect lives setting an aspirational tone for all ages. In the world of celebrity and the everyday, people are having “work done,” gray hairs are hidden, and fashion trends span across demographics. Marketing is not immune to the trend to stay young and is at the core of capturing the energy and vibrancy of young content.

The generation with the most disregard for age are baby boomers (born between 1946 and 1964). They are fighting age every step of the way and do not consider themselves to be old and they most definitely do not want to be shown as old in marketing materials. They are just as interested in the products and trends for millennials as they are in things directly related to them. Baby boomers are also avid trendsetters and followers in their own right.

Within the ageless markets and ageless society, brands must be crafted to reach an older audience without alienating a younger one. Vibrant multi-generational imagery used with the right combination of messaging and tactical approach will make a strong connection. An ageless lifestyle brand will span across ages as multiple generations can picture themselves engaging with the brand now or in the future.

Social media is also influencing the overlap between generations as they are accessing similar content, bridging the gap between their activities and interests.  Parents have never so readily been invited into the private worlds of their children and vice versa. They are sharing their personal experiences, but also preferences for products and services. Baby boomers are working hard to keep up with technology as they do not want to miss out on pictures of grandchildren or the travel and adventures of their friends. They also want to share their own pictures and experiences and are using social media platforms to demonstrate their own youthfulness. While baby boomers are still engaged in traditional media, social media has quickly become a primary vehicle for reaching this group.

In conclusion, playing to the trend of the ageless society by showcasing the youthful vibrancy of baby boomers will enable marketers and brands to reach a wide range of age groups and to harness their collective buying power.

For your next marketing campaign consider an ageless approach – a strong ageless lifestyle brand promoted effectively through social media will have the widest appeal and greatest reach.

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Friday, February 15th, 2019 at 11:05am
The latest edition to the WJ art collection is very special! Did you know Freddie had a diploma in graphic design and created multiple album covers and the now famous Queen crest? As an agency with a strong design foundation, we're honoured to be in such company. #FreddieMercury https://t.co/tU6sG0Jgrv wj_agency photo
Wednesday, February 13th, 2019 at 9:01am
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Thursday, February 7th, 2019 at 11:16am
Team lunch for our Client Services and Operations teams yesterday was long overdue! #wjculture https://t.co/tWBjaN3ZzT wj_agency photo
Wednesday, February 6th, 2019 at 2:57pm
Who watched the big game on Sunday?! One thing that got us thinking - is the $5 mill price tag for a 30-second ad spot worth it? Check out our blog to find out: https://t.co/pBp4skLPKn #SuperBowl2019
Tuesday, February 5th, 2019 at 2:51pm
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William Joseph Communications

We are the difference between momentary achievement and enduring success.Your success requires an agency that offers a fully integrated solution. One that has the vision to see beyond your current borders and the troops to guide you there. With us as your allies, be confident that you can achieve your boldest ambitions. At William Joseph we offer complete marketing solutions composed of strategies, tactics, and designs that effectively tell your story and address your unique marketing goals. Everything from advertising campaigns to experiential design, our team takes your corporate identity and translates it through a wide array of mediums to successfully champion your company.
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William Joseph CommunicationsFriday, February 15th, 2019 at 4:23pm
We love TWT Group Inc. and wanted to show them just how much on Valentine's Day yesterday! These will come in handy for the long weekend!
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William Joseph CommunicationsFriday, February 15th, 2019 at 1:46pm
The latest edition to the William Joseph art collection is a special one!

A talented showman (to say the least), Freddie Mercury had a keen sense for both theatrics and design. The Queen front man had a diploma in graphic design from Ealing College of Art and applied his visual talents to various Queen projects, including multiple album covers and the now famous Queen crest. Did you know that the creatures included in the logo (two lions, two fairies and a crab) represent the zodiac signs of each band member?

Coincidentally, many pop culture legends have or had a background in graphic design, including Pete Townshend, David Bowie and Alan Rickman.

As an agency rooted in creativity and built up of many talented artists ourselves, it's safe to say we're pretty fortunate to be in such company.
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William Joseph Communications added 3 new photos.Thursday, February 14th, 2019 at 10:25am
Happy Valentine's Day from ours to yours - we love you SEO much!
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William Joseph CommunicationsWednesday, February 13th, 2019 at 4:57pm
The website for our client Hillcrest Financial is live! We've had a blast working with their team on this project and are proud to share it with you all.

Take a look at our work and the amazing services Hillcrest offers!
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William Joseph CommunicationsMonday, February 11th, 2019 at 11:52pm
Grande Prairie - A Valentine’s Day surprise. A Ryan’s Roundup in Feb 13 at the Skylark Lounge at the Pomeroy Hotel after work. Who’s in?



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