I am the co-founder of a creative agency, Older. As we have reached a certain age, we realised we were increasingly off the radar of many brands, and this is something we want to change. The over 40’s market is either ignored, or at best treated with a degree of lazy creativity. And we’re not alone. Customers across the age spectrum defy traditional categorisation like never before. So let’s stop segmenting and targeting by age and instead look at what truly unites people - their interests, beliefs, behaviours.We want to reframe the narrative, challenge perception and help bold brands reach audiences and engage people with content that is relevant and inspirational, creating a brighter reality for everybody... young and old.