Brains More Distracted, Not Slower with Age

Older brains work differently than younger brains.  I’ve talked about this in my book, in a new book, and here in the ether:

What Kind of Genius Are You?
A new theory suggests that creativity comes in two distinct types - quick and dramatic, or careful and quiet … Science News reports on a study that says an aging brain may be a more emotionally astute brain …

And in all my presentations, including this one:

Advertising/Marketing to Baby Boomers: A PowerPoint
The presentation is basic marketing/advertising to Baby Boomers. If you’ve been involved with this market for awhile don’t expect too many surprises. It runs about 45 minutes.

AP’s Science Writer Malcolm Ritter’s syndicated piece tells us more:

Brain scans show root of memory glitch with aging
Brain scans of older people in a noisy lab machine give biological backing to the idea that distraction hampers memory with aging, researchers reported Wednesday.

Scientific American weighs in:

Brains More Distracted, Not Slower with Age

All these findings should translate into principles and guidelines when fashioning advertising and marketing to Boomers and older.  Commercials/print ads/web sites should be free from distractions.  Creative must be coherent for older eyes, older ears.  More often than not, copy needs solid through-lines. 

If you think this means simple and dull, try hiring some older creatives. You’ll expand your definition of creative – and your definition of effective.

Remember: We were young once – and wallowed in graphic and auditory noise. 

Of course, what I’m really talking about is diversity.

More from Dick Stroud.