WHAT WE DO
We provide insight, strategy and bold, actionable ideas that connect brands, organisations and services to the The Third Age
WHY YOU SHOULD CARE
As crass as it may sound, there’s “Gold in Old”.
And this Third Age is the most financially empowered generation of recent times.
If you don’t have the means and ways to communicate effectively with this high value cohort,
you risk missing out - on increased sales, improved margins and greater profitability:
The Lost Wallet, as we like to say.
A strategy to engage with the Third Age is no longer a nice to have, it’s an absolute must.
THE NUMBERS SAY IT ALL
6789123456789
55-75
Anyone over the age of 55 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.
$8.6 T
It's estimated that by 2050 the Third Age will spend a whopping $8.6 trillion PA globally.
5%
Yet only 5% of the global advertising budget is targeted at the over 55's.
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 in the UK is 56.
.
Could this be the reason why there is such a disconnect between advertising and the Third Age consumer?
"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?
OUR APPROACH
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.
THE PROCESS & TOOLS THAT GIVE A3A THE EDGE
Sports
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 communications or marketing ideas
hit the mark?
THE A3A LAB
Converse quickly and easily with this audience using our A3A Lab.
Keep abreast of the latest trends, concerns and questions via our consultants forum
A3A CX
Understand how Third Age consumers experience and interact with your product and communications vs other cohorts and other brands
​
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).
A3AcidTest, developed in association with Linguistic Landscapes UK, reviews and evaluates your marketing communications and ideas, scoring them against these proven dimensions.
The output of this analysis is 2-fold:
A simple traffic-light graphic leaving no room for misinterpretation. You'll know immediately what's working
and what's not.
And an action plan so you can fix, tweak and maximise your efforts
(or bask in your genius at getting it right first time).
​
A3A LAB
Besides research and analysis, the A3A Lab provides a curated space in which Third Agers can converse
with us and their peers. This lets them do the talking - they simply go to our site and click on
"I have an opinion"
"I want an opinion"
A3A monitor and curate this content as part of our ongoing research.
Best of all, our clients have free access to this forum to submit questions and test out 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 allowing us to identify how
Third Agers experience your product and brand vs other groups of customers.
This is research proprietary to MeshExperience
and A3A derived from their 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
A WORD ON 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 to acquaint yourself with the quality of resources
available to you and your brand.
OUR SUPER POWER
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?
