Insights
Short pieces on this market, the AI gap running through it, and the structural reasons marketing teams keep getting it wrong. Roughly monthly.
Ali, the first three are drafted and the other three are planned. The drafts are complete arguments with the research already sourced from The Gap. Each has one or two marked gaps where a story from your own career needs to go, because those are the parts readers quote back to you and the parts I cannot invent. Fill those, add publication dates, and they are ready.
Publish all three before launch so the section does not open empty, then hold to one a month. Post each to LinkedIn the day it goes up. For a B2B consultancy at this stage LinkedIn is the distribution and the site is the credibility. Delete this box once they are live.
Over-55s are 65% of UK TV impressions and appear in 23% of TV adverts. That gap closes with money. The one that matters, the 78% who feel misrepresented, does not. On the self-sealing loop that writes this audience off using evidence the work itself produced.
UK AI adoption runs from 79% of under-25s to 18% of over-65s. Women are 22% less likely to use it than men. Stack those and you find the wealthiest, least served segment in the AI transition, held back by trust rather than ability.
62% of over-50s say they are ignored because advertisers are too young to understand them. The IPA's own census says 6.2% of the workforce is over 50, against 32% of the working population. The customer diagnosed it correctly without seeing a single industry statistic.
"Still." "Young at heart." "Ageless." "Defying." "For her age." Each tests well in a room of younger marketers and reads as condescension to the person receiving it. A short, practical, highly shareable piece, the kind that gets forwarded inside marketing teams.
AI adoption among older adults more than doubled in a year, and those answers are becoming a first impression. A worked example of running the queries the way a 58-year-old would actually phrase them, and what turns up instead of you.
A surprising number of media planning defaults stop at 54, which makes roughly 40% of consumer spending structurally invisible to the plan. On the quiet tyranny of the tools we inherit, and the ten-minute fix.
Thirty minutes, free, and I'll tell you on the call if I'm not the right person.