from Docs Searls Weblog
I worked in retailing, wholesaling, journalism and radio when I was 18-24.
I co-founded an advertising agency when I was 25-34. Among the things I studied while working in that age bracket were Nielsen and Arbitron ratings for radio and TV. Everything those companies had to say was fractioned into age brackets.
Other “desirable” demographics for commercial media are 18-49 and 25-49.
The demographic I entered between the last sentence and this one, 65+, is the last in the usual demographic series and the least desirable to marketers, regardless of the size of the population in it, and the disposable wealth it is ready to spend.
Thus I have now fallen over the edge of a demographic cliff, at the bottom of which is little of major interest to marketers, unless they’re hawking the cushy human equivalent of parking lots. You know: cruises, golf, “lifestyle communities,” “erectile dsyfunction,” adult diapers, geriatric drugs, sensible cars, dementia onset warnings…
For individuals, demographics are absurd. None of us are an age, much less a range of them. We’re animals who live and work and have fun and do stuff. Eventually we croak, but if we stay healthy we acquire wisdom and experience, and find ourselves more valuable over time.
Yet we become less employable as we climb the high end of the demographic ladder, but not because we can’t do the work. It’s mostly because we look old and our tolerance for bullshit is low. Even our own, which is another bonus.