Data presented in a panel held at Expocine 2022 show that 7 out of 10 advertisers have never received a briefing aimed at the elderly public
The silver economy, as the economy of people 50+ is called, is responsible for moving around R$ 1.8 trillion a year in Brazil. This is what IBGE data point out. Another data collected by the Institute is that people over 50 years old represent 25% of the Brazilian population, in addition to having 56% more income than millennials.
Despite the numbers and the expressive representation in the economy, this part of the population still finds it difficult to see themselves in the media, be it in movies, series and even in advertising campaigns.
According to data presented by Layla Vallias, co-founder of Hype50+, in the panel Silver Economy and opportunities for audiovisual held in the ninth edition of Expocine and mediated by Kelly Dores, editor-in-chief of PROPMARK, about 7 out of 10 creatives from advertising agencies have never received a briefing for a campaign aimed at the senior public.
The panel also included the presence of Yuri Fernandes, journalist and creator of the series LGBT+60: Bodies that Resistem, and Daniela Busoli, CEO of Formata Produes.
Vallias also revealed that the latest studies carried out by the marketing company aimed at mature consumers showed that 4 out of 10 people miss products and services with a focus on the older public.
The money is in the hands of people over 50. There is an entire generation that is consuming in a different way and that is not well represented due to ageism, pointed out the entrepreneur.
the identification
Recently, the series Famlia Paraso was launched, produced by Formata, which shows everyday life in a nursing home and which has 90% of the cast made up of people over 60 years old. According to Daniela, the idea of bringing these stories to the screen of Brazilians was born from a survey that showed 82% of the older population watches TV for fun and that 45% of this audience is interested in humor.
The 50+ market is a reality and people need to look. The project wanted to re-signify the age group. A 50 year old person in the elderly. They are active people who want to see themselves on screen in a real way, said the producer’s CEO.
In addition to the prejudice and stereotypes faced by the older population, another point raised during the panel was the intersexuality of these people. Yuri Fernandes is responsible for a web series that tells the stories of LGBTQIAP+ people over 60 years old.
According to the journalist, the web series was born from his own instigation. As a gay man, Yuri didn’t see these people in audiovisual productions and decided to tell these stories.
The community needs these stories. We are afraid of loneliness at this age. No LGBTQIAP+ movement has reached this stage of old age and the story is happening in real time, Fernandes said.
Public representation 50+
In recent years, the audiovisual sector began to feature some of these stories both in soap operas, such as the case of Um Lugar ao Sol, which was broadcast on TV Globo, and in some advertising campaigns, such as the one starring Fabio Jr. for Banco Mercantil., but despite being recent, the movement to represent people 50+ is moving slowly.
For Layla, this crawling becomes an opportunity for entrepreneurs who have their eyes open.
As you are still reading, there is a great opportunity to conquer this market. There are opportunities for us to be able to do this faster. There are already, for example, investment funds that are looking at this market, projects in companies that hire people over 50 years old… The stories are just looking to the side, said the co-founder of Hype50+.
In audiovisual, the opportunities are many and range from streaming projects to videos on TikTok. According to Layla, 46% of the 50+ audience subscribes to a service such as Netflix, Star+ and others, in addition to being on social networks, but among all the possibilities, the marketer stressed that long videos and content that can be shared via Whatapp are the ones that most work with this audience.
