Midlife, Marketing, Parenting and More: A Man's Point of View with Julian Harcourt (pt. 1)

As midlife women, we have so much to contend with. Menopause, aging, feeling invisible, and more – it’s so much to deal with that it’s understandable why we may sometimes tend to forget that men experience midlife right along with us. But here’s the burning question: Do men experience midlife the same way women do?

Of course opinions may vary, but for the answer to that, and other questions, I turned to Julian Harcourt, a marketing consultant whose sweet spot is marketing for the midlife and beyond demographic. This is a true first for the show as Julian is the first male guest on “Midlife-A-Go-Go the podcast!” This two-part episode delves into marketing to the 50+ set, why marketers get it wrong when it comes to us, ageism, men not talking about getting older, and more.

Julian Harcourt runs greyafro, an over 50s marketing consultancy helping businesses understand and target older consumers. An experienced marketing professional, he has worked in financial services, foodservice, digital and travel where he saw the opportunities presented by an ageing population and the impact of ageism in the workplace. A fitness enthusiast, Julian runs a Facebook community for Whoop users over 50 and a book club focused on all things over 50.

Julian’s favorite quote:

“You haven’t peaked yet. You’re just getting started.”

“…people [should] continue to agitate in a constructive fashion about the need for big brands in particular to understand, recognize and do better when it comes to midlife and beyond consumers.” ~Julian Harcourt

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“One of the questions I often pose to people is, ‘Which business do you think really does a great job of understanding older consumers?’ And it’s a real struggle.” ~Julian Harcourt

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On The Show . . .

On this episode, Julian and I chat about:

Marketing to people 50+
Why so many marketers get it wrong when it comes to the 50+ consumer
Ageism and society’s problem with aging
Men not talking about getting older
Parenting as an older adult
Andropause – the male menopause
and more…

“Midlife as a life stage is a relatively new phenomenon.” ~Julian Harcourt

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“As soon as you start to talk about older adults, everything defaults through to kind of end game, so it’s wrinkly hands, it’s people struggling with mobility, it’s all very, very grizzly.” ~Julian Harcourt

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Where to Find Julian Harcourt:
Website: Grey Afro | Instagram: @greyafro | Twitter: @Greyafro | LinkedIn: Julian Harcourt

“Midlife-A-Go-Go the podcast!” is hosted by Valerie Albarda

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» Feedback: Email me at valerie@midlifeagogo.com

Music Credits:
“My Street” by Lee Rosevere Attribution-NonCommercial 3.0 International (http://creativecommons.org/licenses/by-nc/3.0/)

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