LONDON—Lexis Public Relations has launched a new specialty practice focusing on the over-50s. The division, called Sixty, will work with brand marketers to help them to better understand and reach older audiences. The launch of Sixty follows the success that Lexis has seen with its youth-focused division Six, which last year grew by 50 percent.
With a focus on the core 50 to 65 age bracket, Sixty has been developed around the belief that brands are missing a growing opportunity, by either failing to understand or ignoring entirely, the 21 million over-50s in the U.K. population.
Headed up by consumer director Marilyn Wicks, Sixty has used specially-commissioned nationwide quantitative and qualitative consumer research to identify the most common audience segments that the over-50s fall in to. The team will use insights from that research to recommend strategies and channels for brands to use to better resonate with those segments.
Says Wicks: “We believe that the over-50s are generally a massive missed opportunity within the marketing community. It’s a well-known fact that the U.K. has an aging population but in spite of being the fastest growing sector of the population, older people are often over-looked and under-represented in marketing campaigns. Many of this generation are benefiting from being empty nesters, enjoying respectable pensions, and if they’re not there already, have come to the end of their mortgage cycle.”