Hey! Psst! Weaponized Demographers: Nicole Kidman is 50.
So, here’s a new term of art: Weaponized Demography.
Has a certain ring to it. But, what does it mean?
We’re thinking about it as ways in which one cohort invidiously makes fun of another, primarily in advertising. As when junior creatives decide the only way to explain a life insurance policy costs $9.95 a month for people who are 65 or 80 is to have a one-time game show host ask the question “What are the 3Ps of Life Insurance? Price, Price, Price.” As when a potential buyer for an in-home chair lift is told that he needs a brochure which will answer the riveting question “How might an in-home chair lift change my life?” As when a spry couple are made to share the slow-mo news they’re euphoric they decided on a walk-in tub. As when the potential patients for whom a certain drug might be helpful are deemed too addle-brained to remember its name and are told to “ask your doctor for the one that begins with F.”
There is something nasty here. Under-the-radar, perhaps. Unintended, for sure. But still.
Imagine television is the absolute best mechanism to deliver these messages. Imagine the “watch my lips I’m going to talk slowly and little bit loudly now” messaging is the way to appeal. Now imagine the audience was actually somewhere between 35 and 50 at the Millennium. It’s true. They were. They know how to use smartphones. They drive cool cars. They eat out and go to movies. They are not a breed apart and yet. We continue to talk to them as if they are confused by “The Facebook.” One more thing: Nicole Kidman is what 50 looks like.
Two years ago we launched an omnibus study of Altruism. It has yielded remarkable age-agnostic insights. We want to do another one, this time on maturity messaging. We are declaring 50+ a demilitarized zone, no more weaponized demography. Any takers? Give a call. 212-227-0220. Operators are standing by.