©Monkey Business Images via Canva.com
QVC Champions Women Over 50
QVC launched a campaign, “Age of Possibility,” celebrating women over the age of 50, a group the home shopping network said is “too often ignored and under-supported by mainstream brands.”
In a statement, QVC said the campaign “aims to reflect age 50+ for what it really is: a vibrant stage of life, full of new questions, changes, opportunities and hopes.”
To support the campaign, QVC established its first-ever Quintessential 50 (Q50) group, comprised of 50 “authentic and inspiring” female celebrities, entrepreneurs, activists, and lifestyle experts (QVC hosts). The list includes such boldface names as Martha Stewart, Queen Latifah, Naomi Watts, Christina Applegate, Billie Jean King, Patti LaBelle, and Sherri Shepherd as well as prominent executives such as Dentsu’s Diane Epstein and Liberty Media’s Renee Wilm.
The Q50 group will help guide QVC’s efforts to support women over the age of 50 by influencing QVC’s programming and product offerings, in addition to spearheading a series of local activations across U.S. communities.
A QVC-commissioned YouGov survey of around 3,700 U.S. consumers taken in March found that 62% of women ages 50 to 70 feel that entering age 50 and beyond is viewed by society as a time of decline. The No. 1 misconception these women are seeking to prove wrong is that they are resistant to change and new experiences. The survey found that only 31% of women between the ages of 50 and 70 feel supported by brands versus 58% of women ages 18 to 29 and 41% of women ages 30 to 49.
“We are proud to be one of the first mainstream brands stepping up in this way to show dedicated support and celebration for this chapter in women’s lives,” said Annette Dunleavy, VP of brand marketing at QVC.
Marketers continue to be called out for being fixated on youth despite adults over the age of 50 living and working longer than ever before. Studies have shown that many people in this age group have significantly more disposable income, higher net worths, and more free time than younger generations.
A Boston Consulting Group study from last year concluded that several misconceptions “have caused many brands to pay insufficient attention to mature consumers,” including that they don’t engage on social media, that they have little or a negative influence on younger consumers, and that the same messages that work with younger consumers also work with older ones.
One hurdle holding back marketing to the over-50 crowd is the perception that older targets offer significantly less customer lifetime value versus marketing’s traditional focus on consumers in their 20s, 30s, and early 40s. The average U.S. life expectancy in 2022 was 77.5 years.
Older customers are also often seen as “set in their ways” and can’t be persuaded to switch brands, although it’s believed to be less than some assume. According to Ad Age, a CivicScience survey found that 27% of adults 55 and up described themselves as very open to switching brands versus 37% of those under 25.
Finally, many marketers reportedly still fear that ads catering to an older audience turn off younger generations. Marketing consultant and researcher Jane Cunningham told the Washington Post, “There’s [still] this sort of squeamishness about presenting older women and a belief that if you show older women engaging with the brand…that will put off the younger audience.”
Discussion Questions
Do you agree that consumers over 50 are “too often ignored and under-supported by mainstream brands”?
What’s causing brands to apparently shortchange targeting people over 50, and are any of the reasons legitimate?
Poll
Loading …BrainTrust
Georganne Bender
Principal, KIZER & BENDER Speaking
Lisa Goller
B2B Content Strategist
I think this is smart. This slightly older demographic is not served well by a lot of fashion brands, so it’s good to see an effort being made. My view is that a lot of brands like to chase younger consumers as they think that’s where the spend on fashion lies; that’s true to a point, but the boomer generation is generally wealthy and high spending. It’s an untapped goldmine for brands that get it right!
A M E N !!!
And I need clothes! The choices for women over 50 are brutal. It’s either crop tops or polyester pull on pants. Leopard or sequins. I am so TIRED of trying to find things I want to be seen in.
What? The rhinestone leopard tops aren’t working for you anymore?
Haha. Love this!
Only when it’s a thick cut velour.
Yes, Boomers have significant wealth, but their spending starts to decrease as they reach 55. By 65, more than 50% of their spending is on healthcare.
Yet their per capita spending on apparel is still higher than those aged under 25; it only dips below younger per capita spending once people reach 75 and older.
Having worked with QVC since almost it’s beginning, I am fully aware of it’s remarkable success in it’s time and place. It was a phenomenon, and although dozens of others tried to emulate the model, very few ever could get close. QVC nailed it and had the winning formula down pat.
QVC always had very sharp on-camera sales people, an almost perfect system or timing, inventory movement, and an impression of a terrific human culture for the viewer at home. Granted, I have been there with some of my brands, and like any other TV, its not always the happy place it appears to be, but for television-selling appearance and impression is all that matters.
The celebrity’s QVC lined up for this new endeavor are terrific. This is certainly a diverse group in many different ways. There will be “someone for everybody.” From what I know from my own experience, most of the celebrities on board will connect very well with their given audience, and most can sell! I have worked directly with a couple of these people, and I know they will do a great job.
So, QVC has chosen an age demographic, and I will give the QVC team the benefit of doubt that they fully understand that the “over 50” woman is very different than she was in 1986 when QVC went on the air. I bring this to attention because QVC makes a point of reminding us that they always catered to that demographic. I presume they know, better than me, that “over 50” is much younger than she used to be.
When the survey reports that 31% of shoppers that age feel supported by today’s brands, I think its important to know that for many, its probably not about age, in as much as it might be about size and body types. Brands have a tendency to make most of their clothing for consumers of average to above average height, average to below average weight, and body types that are slim or just above the slim level. They do this not to be mean, but for efficiency in manufacturing, and to assure rack movement velocity.
Platforms have definitely changed since QVC started out. Cable TV shopping channels are many, but consumers in this age group grew up with computers, internet, and now they watch streaming, but QVC seems on top of it.
I will be anxious to observe how QVC goes about advertising and promoting itself outside of QVC itself. That will of course be KEY!
I hope this works well for QVC. They have a remarkable history so I’ll bet in their favor, but for all the reasons mentioned above, I won’t bet the farm. Db
WAIT! Have we found evidence that “greedy” corporations are actually ignoring the lure of the all mighty dollar and only marketing to a generation that doesn’t have the disposable income that their parents do? Really?
I applaud and support all inclusivity efforts. Unfortunately, I suspect that this isn’t a single variable issue. In fact, I might be tempted to criticize the initiative as an opportunistic and possibly desperate move (see David Biernbaum’s comment).
I hope we as a planet continue to improve the way we treat our children, women and elderly but I’m not convinced QVC’s move is sincere. After all, women probably make up a large percentage of QVC’s customer base. If that’s the case, why now?
And then again, better before bankruptcy than never.
I have watched QVC for years and I think it really started with the “50 and Fabulous Show” success that drove this latest extension. This is a big demographic for them so kudos to them recognizing that (in product, hosts and vendors). And to your point why now? I suspect that lower viewership along with less sales drove this attention to the demographic.
Opportunistic? Are all successful marketing efforts opportunistic? This is business.
Women over 50 are overlooked and underserved. Brands pay insufficient attention to mature customers. No sh*t. And any marketer that thinks older customers are “too set in their ways” to look at new brands needs to turn off the computer and go out and meet some actual Baby Boomers.
I think this campaign is admirable and timely. QVC does need to pay extra attention to women over 50 because we are their core customer, and as Paula Rosenbaum so eloquently pointed out in a recent post, QVC’s customers are aging out.
I buy a lot of hair care and cosmetics products on auto-ship from QVC because it carries department store brands and it’s easy. But clothing? Not so much.
If QVC wants to attract today’s 50+ woman it is going to have to modernize its offerings. Or figure out a way to satisfy older Gen Xers, Gen Jones, AND Classic Boomers because we’re all over 50 and we all want different things.
Far too many brands ignore the vivacious 50+ crowd to their own detriment. These consumers are more likely to be daycare-free, debt-free and mortgage-free, and they may be in the prime of their career. They will spend their disposable income on brands that make them feel seen, understood and valued.
I know it doesn’t work this way, but it would be nice not to have to target age groups and to just let the brands/products speak for themselves. Some iconic brands are timeless and ageless like Levis and Timex–appealing to young and old alike. Yes, age groups do have different preferences and companies cannot be everything to everyone, but QVC has always had a more mature audience simply due to the nature of their media. One key hinderance keeping brands choosing 18-35 vs over 50 are a physical. Bodies are different, skin needs are different and lifestyles vary. Marketers have come a long way in including various demographics, so I don’t believe there is the same stigma associated with targeting the over 50. It is truly more about attitude and style.
Agree with you Lucille. The need to put every consumer in a box and speak to them that way is a turnoff to many. Style and fit are individual issues, not demographic ones, although there are consumers who want to be part of the “cool kids”. If QVC can create a “cool kids” feeling for those that want to be considered by their age, then they have a winner.
Hmmm? I did some consulting work for HSN back in the 90s. Their key demographic was women 50+. I assume QVC was the same. What took them so long to focus?
Let’s remember what QVC’s main demographic is…it’s women over 50. If they’re going to advocate for anyone, it should be them. The original livestreams right there
Someone entering their 50s has plenty of years left of customer loyalty, and they have some financial advantages over younger consumers. Retailers must understand the marketplace and their customers!
Smart move by QVC, and I continue to be amazed that other brands don’t target women in their 50’s and 60’s. It’s a savvy audience rich in character, wisdom, disposable income and they are NOT afraid of brand switching. If anything, they have more time for brand discussion and focus. Brands that engage with these cohorts will find a lucrative revenue stream for 15-20 years.
Consumers over 50 are often overlooked by mainstream brands. Despite having significant purchasing power, these consumers are underserved due to misconceptions about their spending habits and interests. Brands must recognize the value of this demographic, tailor marketing efforts to their preferences, and provide products and experiences that resonate with them.
Research shows that mature consumers have significant buying power, are loyal to brands, and influence younger demographics, making them a valuable market segment deserving attention. Some brands like L.L.Bean and Eileen Fisher create clothing lines with timeless styles and comfortable fits, appealing to mature shoppers.