A3A IS A LIFE-STAGE CONSULTANCY DEDICATED TO UNLOCKING THE DUALITY OF THE THIRD AGE
There's a complexity to this Third Age that's quite unique.
Whilst frustrated and dismissive at the way they are represented in advertising and popular culture - the patronising language, the tired stereotypes and the lack of authenticity - they're also acutely aware that aging is not without its challenges.
For those brands and services that can decode and find the right balance between these two "realities",
a paradise of incremental revenue awaits.
And this is where A3A can help.
WHAT WE DO
We provide insight, strategy and bold actionable ideas that connect brands,
organisations and services to the Third Age
AND WHY YOU SHOULD CARE
As crass as it may sound, there's "Gold in Old".
And the current Third Age is the most financially empowered generation of recent times.
They're also highly discerning.
None more so than with the brand and product choices they make.
And they came of age at a time when marketers took a genuine interest in their needs, wants and aspirations.
They felt seen.
Which is not the case today.
So if you're looking to boost your bottom line, the Third Age would be a good place to start.
Subject, of course, to speaking their language.
Just saying.
THE NUMBERS SAY IT ALL
6789123456789
33%
As people live longer and birth rates decline, one third of the global population will be Third Age by 2050 (1)
60-75
Anyone over the age of 60 and under the age of 75 is now considered a Third Ager. Yes, such a term exists.
80%
A staggering 80% of the UK's wealth is held by people of the Third Age.
£6.4 T
It's estimated that by 2050 the Third Age will spend a whopping £6.4 trillion PA globally. (6)
5%
Yet only 5% of the global advertising budget is targeted at the over 60's. (3)
75%
Which could go someway to explain why three quarters of all Third Agers ignore advertising as they believe that it no longer speaks to them.
28
Coincidentally this is the average age of an advertising agency employee in London, when for example the average age of the buyer of a new car is 56.
Might this be the reason why there is such a disconnect between advertising and the Third Age consumer?
SOURCES: (1) Visual Capitalist (2) Canada Life UK (3/4) 55/Redefined (5) The Guardian, (6) World Data Lab, (7) McKinsey
"Talking 'bout my Generation"
TODAY THE BOOMERS
TOMORROW GEN X
The latest generation to occupy the Third Age mantle are those born between 1944 and 1964 - The Boomers. A generation that turned their collective backs on conformity, rejecting and redefining the rules that governed fashion, music, sex and freedom. Overseeing a period of extraordinary growth, the Boomers could aspire to be anything that they wanted to be. A belief and an attitude that ensured that they would be quite unlike any other Third Age that came before.
Which begs the question, as Generation X approaches the Third Age, will their aspirations and actions match those of the Boomers, or are we set to witness yet another seismic shift in what defines the Third Age?
MARKETING TO THE THIRD AGE
Sell me
a Porsche,
not a
funeral plan
The truth is, the aspirations, needs and wants of the Third Age are every bit as varied, complex and colourful as any Millennial or Gen Z consumer. They’re just different. And it’s these differences that we have a profound and deep understanding of. Knowledge, when combined with our strategic, technological and creative muscle, can help our clients deliver human centred ideas of a quality rarely experienced before by this generation.
OUR TOOLS, ENGINEERED TO PROVIDE FEEDBACK AND ADVICE, ALONG THE ENTIRE CUSTOMER JOURNEY
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Make this yours. Add images, text and links, or connect data from your collection.
A3AcidTest
Actionable advice from our proprietary and brutally honest evaluation tool.
Will your marketing or communications idea
hit the mark?
THE A3A LAB
Speak quickly and easily with this audience using our A3A Lab
which consists of a panel of third agers who cover the spectrum from "just managing" to very high net worth individuals.
A3A CX
Understand how Third Age consumers experience and interact with brands and communications vs other cohorts.
A3A MAX
Predict and optimise marketing spend (through all channels) to maximise returns from this well-heeled group
A3AcidTest
Our research shows that there are key elements that drive response (or suppress it).
Our proprietary tool, developed in association with Linguistic Landscapes UK, reviews your comms and scores them against these proven dimensions.
Our experts then analyse these results to give you an action report so you can maximise your comms
(or bask in your genius at getting it right first time around).
A3A Lab
The A3A Lab provides deep conversations around the things that matter to the third agers - which include culture, behaviours, attitudes, brands and products.
Participants are recruited by experts in the field to be relevant to your category. If appropriate, clients can have access to this forum to submit questions and simple concepts.
A3A CX
In collaboration with our colleagues at MeshExperience, an awarded marketing effectiveness consultancy that specialises in measuring experiences, A3A CX trawls their database to allow us to identify how
third agers experience products and brands vs other groups of customers.
This is research proprietary to MeshExperience
and A3A derived from MeshExperience's Real Time Experience tracking tool.
A3A MAX
A3A MAX demonstrates your ROI, channel by channel and will guide the development, and optimisation of your marketing mix for the best results for your given budget.
A3A MAX can also help you target those A3Agers who are ready and primed
to buy your product or service.
Developed by our marketing analytics partners, NavigationME, they have a proven
record of success using their CRM 1:1 Optimisation and their Ad-Catalyst algorithms.
Proprietary tools that will help you maximise the growth of your Third Age business
HUMAN CAPITAL
In a world driven by tech and all the competitive advantages it can deliver,
it's all too easy to forget the role that people play in bringing wonderful, brilliant and compelling ideas to life.
A3A suffers from no such illusion, which is why the quality of our team is nothing short of world class. Click on the button below to acquaint yourself with the quality of the resources available to you and your organisation.
OUR SUPERPOWER
Beyond the tools and processes, the data sets and the raw talent, we employ something that the network agencies and Business Consultants sorely lack.
Empathy.
We know instinctively how to build trust with this cohort, we speak their language (digital, analogue, heck we even speak passable Klingon) and we understand at first hand how they feel, think and behave.
Interested?
