Ama-Optik targets '45+ Generation'

A press release from the German group Ama-Optik announced that its new marketing strategy will focus on the '45+ Generation'. The reasons are explained by looking at socio-demographic development: in a few years' time, one German citizen in two will be 50 years old or over. But advertising or, rather, advertising agencies, continue to ignore this fact. Communications aim at younger people and almost systematically exclude the '45+ generation'.

Composed of consumers who have strong purchasing powers, in effect it represents a considerable slice of the market. In short, it is a target that has specific desires and expectations from products; a target that basis its choices on personal experience, it is more critical and pays more attention to the quality of the products it buys.

It follows that Ama-Optik will be changing its advertising strategy: glasses will no longer be worn by young models, but by people who will allow the target to identify with individuals of its own generation.