Why do 50-year-olds actually disappear from the scene? They hardly appear in the media and in advertising anymore.

They are only agers with something in front of them, mostly silver as a reference to the supposedly already gray hair. In less than 5 years, 50% of Germans will be over 50 years old. But nothing has changed in the image, the narrative or the marketing approach. Not for decades. From 50 you are older, old... hardly any other terms can be found.

In addition: the marketing, the advertising, the product development for Germany's largest target group is done by young people. Moment? That's why we need a 50 plus initiative - we thought at rheingold salon. And Peter Pirner from CX-Talks - the podcast found this so interesting that he invited Ines Imdahl into an in-depth conversation about target groups, target group research and the topic of 50 plus.

Here you can find the podcast.