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We are used to products for, images of, and topics addressing more-or-less young people. At the edge of technology. Good-looking, agile, dressed fashionably. Which is the reason why an image of pensionbook, brought forward by Seth Godin, seems so funny/ strange/ out-of-our-world.
Step back for a moment and consider the age pyramids in the developed countries. Tom Peters is riding the wave for some years now - his recommendation: Focus your marketing on women and senior citizens. Advertising 20-year old female supermodels to young male customers might be an outdated paradigm.