Ageing pop and rock stars are not only grabbing all the headline spots at festivals these days but they are witnessing a changing of the guard when it comes to audiences, too, with more than a third of people aged 50 and over going to more festivals now than when they were younger.
According to a survey of 1,000 people by Saga, 39% said they had been to a music festival or rave, and 36% said they had been to more festivals since turning 50 than in the flush of youth.
Saga, which was historically seen as the home of the pipe, slippers and hair net brigade, is now at the forefront of this change, having overhauled its image in recent years. It now champions what it calls “Generation Experience”, older people who are “discerning, sharp and savvy” bringing a wealth of vibrant life experience to society. That is the idea, anyway.
Not that the oldies are out there bouncing to “banging tunes and DJ sets” all night; nearly two fifths (38%) say they prefer a day event, although one-fifth (21%) claim they would go for the weekend or longer and camp on site. However, they are united in their quest to discover new music (52%), make new friends (28%) and spend time with family (27%).
Saga chief customer officer Lisa Edgar reckons this festival quest is part of a wider trend of over-50s challenging perceptions around being older.
She said: “There has been a societal shift in behaviour, demographics and attitudes to ageing. People over 50 represent a larger proportion of the population and their approach to ageing has moved to an optimistic expectation of the ‘freedom years’ in which they can travel, learn new skills, and gain new experiences – such as attending festivals.
“Saga’s own research shows that this generation are healthier, wealthier, and more focused on hedonism than they have been before. As soon as they are retired they are doing a plethora of activities from fitness to culture to hobbies, six on average.”
Even so, not every sector is hugging a granny. Last week, media agency The Kite Factory claimed the advertising and marketing industry’s continuing obsession with Gen Z and Millennial consumers is alienating the most lucrative generation of over-65s, who neither value nor enjoy advertising when compared to younger people simply because it is not designed to appeal to them.
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