{"id":64,"date":"2024-06-27T09:21:09","date_gmt":"2024-06-27T09:21:09","guid":{"rendered":"https:\/\/stagradar.jobsync360.com\/?p=64"},"modified":"2024-11-21T14:37:17","modified_gmt":"2024-11-21T14:37:17","slug":"older-consumers-are-driven-by-quality-and-value-mission-driven-branding-is-a-miss","status":"publish","type":"post","link":"https:\/\/www.atom.com\/radar\/older-consumers-are-driven-by-quality-and-value-mission-driven-branding-is-a-miss\/","title":{"rendered":"Research Shows: Older Consumers are Driven by Quality and Value, Mission-Driven Branding is a Miss"},"content":{"rendered":"\r\n<p class=\"wp-block-paragraph\">Key takeaways:<\/p>\r\n\r\n\r\n\r\n<ul class=\"wp-block-list\">\r\n<li>96% of consumers aged 55+ say quality and value are highly important.<\/li>\r\n\r\n\r\n\r\n<li>Mission-driven branding and peer recommendations are of the least importance.<\/li>\r\n<\/ul>\r\n\r\n\r\n\r\n<p class=\"wp-block-paragraph\"><strong>Objective: <\/strong>Older consumers are an important target market for any brand, and they\u2019re increasingly reachable online with a growing uptake of social media. But how should brand strategy adapt for an older audience, and do traditional online values of younger generations \u2014 peer recommendations and mission-driven branding \u2014 hit home with an older audience?<\/p>\r\n\r\n\r\n\r\n<p class=\"wp-block-paragraph\"><strong>Question: How important are the following factors when making a purchase?<\/strong><\/p>\r\n\r\n\r\n\r\n<ul class=\"wp-block-list\">\r\n<li>The brand has a history of proven quality.<\/li>\r\n\r\n\r\n\r\n<li>The brand represents value for money.<\/li>\r\n\r\n\r\n\r\n<li>The brand is making the world a better place.<\/li>\r\n\r\n\r\n\r\n<li>The brand integrates the latest technology.<\/li>\r\n\r\n\r\n\r\n<li>The brand understands my lifestyle.<\/li>\r\n\r\n\r\n\r\n<li>The brand comes recommended by my peers.<\/li>\r\n<\/ul>\r\n\r\n\r\n\r\n<p class=\"wp-block-paragraph\"><strong>Audience: <\/strong>A panel of American consumers aged 55+.<\/p>\r\n\r\n\r\n\r\n<h2 class=\"wp-block-heading\"><strong>Overall Results<\/strong><\/h2>\r\n\r\n\r\n\r\n<p class=\"wp-block-paragraph\">How important are the following factors when making a purchase?<\/p>\r\n\r\n\r\n\r\n<figure data-wp-context=\"{&quot;imageId&quot;:&quot;6a251e5a52385&quot;}\" data-wp-interactive=\"core\/image\" data-wp-key=\"6a251e5a52385\" class=\"wp-block-image wp-lightbox-container\"><img decoding=\"async\" data-wp-class--hide=\"state.isContentHidden\" data-wp-class--show=\"state.isContentVisible\" data-wp-init=\"callbacks.setButtonStyles\" data-wp-on--click=\"actions.showLightbox\" data-wp-on--load=\"callbacks.setButtonStyles\" data-wp-on--pointerdown=\"actions.preloadImage\" data-wp-on--pointerenter=\"actions.preloadImageWithDelay\" data-wp-on--pointerleave=\"actions.cancelPreload\" data-wp-on-window--resize=\"callbacks.setButtonStyles\" src=\"https:\/\/lh7-us.googleusercontent.com\/docsz\/AD_4nXdJC8YOSxQiTQJ_Zhc6Trr4L8lrIrAw-GF6gRUMM45WBhEkFY5s9Na8GJMQiGbkKpknsQyu1vDpni61qPJw2V-wVcIw3HM7jPMDljbRpKrxr6VMdwG5ETaDRNubRy5xEaZlzbZwkEhIpaHBI8ycYWPWaMm7?key=0yRNGr6z7h3mdysc9p0iuw\" alt=\"\"\/><button\n\t\t\tclass=\"lightbox-trigger\"\n\t\t\ttype=\"button\"\n\t\t\taria-haspopup=\"dialog\"\n\t\t\tdata-wp-bind--aria-label=\"state.thisImage.triggerButtonAriaLabel\"\n\t\t\tdata-wp-init=\"callbacks.initTriggerButton\"\n\t\t\tdata-wp-on--click=\"actions.showLightbox\"\n\t\t\tdata-wp-style--right=\"state.thisImage.buttonRight\"\n\t\t\tdata-wp-style--top=\"state.thisImage.buttonTop\"\n\t\t>\n\t\t\t<svg xmlns=\"http:\/\/www.w3.org\/2000\/svg\" width=\"12\" height=\"12\" fill=\"none\" viewBox=\"0 0 12 12\">\n\t\t\t\t<path fill=\"#fff\" d=\"M2 0a2 2 0 0 0-2 2v2h1.5V2a.5.5 0 0 1 .5-.5h2V0H2Zm2 10.5H2a.5.5 0 0 1-.5-.5V8H0v2a2 2 0 0 0 2 2h2v-1.5ZM8 12v-1.5h2a.5.5 0 0 0 .5-.5V8H12v2a2 2 0 0 1-2 2H8Zm2-12a2 2 0 0 1 2 2v2h-1.5V2a.5.5 0 0 0-.5-.5H8V0h2Z\" \/>\n\t\t\t<\/svg>\n\t\t<\/button><\/figure>\r\n\r\n\r\n\r\n<h2 class=\"wp-block-heading\"><strong>Age Breakdown<\/strong><\/h2>\r\n\r\n\r\n\r\n<h3 class=\"wp-block-heading\"><strong>Consumers aged 55 &#8211; 64<\/strong><\/h3>\r\n\r\n\r\n\r\n<p class=\"wp-block-paragraph\">How important are the following factors when making a purchase?<\/p>\r\n\r\n\r\n\r\n<figure data-wp-context=\"{&quot;imageId&quot;:&quot;6a251e5a526f5&quot;}\" data-wp-interactive=\"core\/image\" data-wp-key=\"6a251e5a526f5\" class=\"wp-block-image wp-lightbox-container\"><img decoding=\"async\" data-wp-class--hide=\"state.isContentHidden\" data-wp-class--show=\"state.isContentVisible\" data-wp-init=\"callbacks.setButtonStyles\" data-wp-on--click=\"actions.showLightbox\" data-wp-on--load=\"callbacks.setButtonStyles\" data-wp-on--pointerdown=\"actions.preloadImage\" data-wp-on--pointerenter=\"actions.preloadImageWithDelay\" data-wp-on--pointerleave=\"actions.cancelPreload\" data-wp-on-window--resize=\"callbacks.setButtonStyles\" src=\"https:\/\/lh7-us.googleusercontent.com\/docsz\/AD_4nXdontCC6vfIZyyhOufOzYDml4mdC8LHg7KsDPGpGduQLNUvnxXs1LaC_9t6wMuIugOIS5f97j8DwA-Ot0e3Bkr-z7nPpgkkFcLRq5S56thNdxjkt3ROmYTTXt96YCeZLcEg7N8ThLm-88ZEarZlvpqq1NJb?key=0yRNGr6z7h3mdysc9p0iuw\" alt=\"\"\/><button\n\t\t\tclass=\"lightbox-trigger\"\n\t\t\ttype=\"button\"\n\t\t\taria-haspopup=\"dialog\"\n\t\t\tdata-wp-bind--aria-label=\"state.thisImage.triggerButtonAriaLabel\"\n\t\t\tdata-wp-init=\"callbacks.initTriggerButton\"\n\t\t\tdata-wp-on--click=\"actions.showLightbox\"\n\t\t\tdata-wp-style--right=\"state.thisImage.buttonRight\"\n\t\t\tdata-wp-style--top=\"state.thisImage.buttonTop\"\n\t\t>\n\t\t\t<svg xmlns=\"http:\/\/www.w3.org\/2000\/svg\" width=\"12\" height=\"12\" fill=\"none\" viewBox=\"0 0 12 12\">\n\t\t\t\t<path fill=\"#fff\" d=\"M2 0a2 2 0 0 0-2 2v2h1.5V2a.5.5 0 0 1 .5-.5h2V0H2Zm2 10.5H2a.5.5 0 0 1-.5-.5V8H0v2a2 2 0 0 0 2 2h2v-1.5ZM8 12v-1.5h2a.5.5 0 0 0 .5-.5V8H12v2a2 2 0 0 1-2 2H8Zm2-12a2 2 0 0 1 2 2v2h-1.5V2a.5.5 0 0 0-.5-.5H8V0h2Z\" \/>\n\t\t\t<\/svg>\n\t\t<\/button><\/figure>\r\n\r\n\r\n\r\n<h3 class=\"wp-block-heading\"><strong>Consumers aged 65+<\/strong><\/h3>\r\n\r\n\r\n\r\n<p class=\"wp-block-paragraph\">How important are the following factors when making a purchase?<\/p>\r\n\r\n\r\n\r\n<figure data-wp-context=\"{&quot;imageId&quot;:&quot;6a251e5a529ab&quot;}\" data-wp-interactive=\"core\/image\" data-wp-key=\"6a251e5a529ab\" class=\"wp-block-image wp-lightbox-container\"><img decoding=\"async\" data-wp-class--hide=\"state.isContentHidden\" data-wp-class--show=\"state.isContentVisible\" data-wp-init=\"callbacks.setButtonStyles\" data-wp-on--click=\"actions.showLightbox\" data-wp-on--load=\"callbacks.setButtonStyles\" data-wp-on--pointerdown=\"actions.preloadImage\" data-wp-on--pointerenter=\"actions.preloadImageWithDelay\" data-wp-on--pointerleave=\"actions.cancelPreload\" data-wp-on-window--resize=\"callbacks.setButtonStyles\" src=\"https:\/\/lh7-us.googleusercontent.com\/docsz\/AD_4nXehyWfw0_rbAddNKw910SQcpQYGlJaulyUDtBkU16fWQQkcRpGmsJf8Eb2PpdF_o-5PPiQRC8_zrtCYMNiIoB5WNERMAKYS3HwU9WM_Bf-6LkazpnW66syPRfi0AF5LCq1baaKpHKExZAw4xraGejXhFCdf?key=0yRNGr6z7h3mdysc9p0iuw\" alt=\"\"\/><button\n\t\t\tclass=\"lightbox-trigger\"\n\t\t\ttype=\"button\"\n\t\t\taria-haspopup=\"dialog\"\n\t\t\tdata-wp-bind--aria-label=\"state.thisImage.triggerButtonAriaLabel\"\n\t\t\tdata-wp-init=\"callbacks.initTriggerButton\"\n\t\t\tdata-wp-on--click=\"actions.showLightbox\"\n\t\t\tdata-wp-style--right=\"state.thisImage.buttonRight\"\n\t\t\tdata-wp-style--top=\"state.thisImage.buttonTop\"\n\t\t>\n\t\t\t<svg xmlns=\"http:\/\/www.w3.org\/2000\/svg\" width=\"12\" height=\"12\" fill=\"none\" viewBox=\"0 0 12 12\">\n\t\t\t\t<path fill=\"#fff\" d=\"M2 0a2 2 0 0 0-2 2v2h1.5V2a.5.5 0 0 1 .5-.5h2V0H2Zm2 10.5H2a.5.5 0 0 1-.5-.5V8H0v2a2 2 0 0 0 2 2h2v-1.5ZM8 12v-1.5h2a.5.5 0 0 0 .5-.5V8H12v2a2 2 0 0 1-2 2H8Zm2-12a2 2 0 0 1 2 2v2h-1.5V2a.5.5 0 0 0-.5-.5H8V0h2Z\" \/>\n\t\t\t<\/svg>\n\t\t<\/button><\/figure>\r\n\r\n\r\n\r\n<h2 class=\"wp-block-heading\"><strong>Gender Breakdown<\/strong><\/h2>\r\n\r\n\r\n\r\n<ul class=\"wp-block-list\">\r\n<li>Women are almost twice as likely to consider brand mission a very important factor when making a purchase.<\/li>\r\n\r\n\r\n\r\n<li>Value is more important than quality to older female consumers.<\/li>\r\n<\/ul>\r\n\r\n\r\n\r\n<h3 class=\"wp-block-heading\"><strong>Men<\/strong><\/h3>\r\n\r\n\r\n\r\n<p class=\"wp-block-paragraph\">How important are the following factors when making a purchase?<\/p>\r\n\r\n\r\n\r\n<figure data-wp-context=\"{&quot;imageId&quot;:&quot;6a251e5a52d3e&quot;}\" data-wp-interactive=\"core\/image\" data-wp-key=\"6a251e5a52d3e\" class=\"wp-block-image wp-lightbox-container\"><img decoding=\"async\" data-wp-class--hide=\"state.isContentHidden\" data-wp-class--show=\"state.isContentVisible\" data-wp-init=\"callbacks.setButtonStyles\" data-wp-on--click=\"actions.showLightbox\" data-wp-on--load=\"callbacks.setButtonStyles\" data-wp-on--pointerdown=\"actions.preloadImage\" data-wp-on--pointerenter=\"actions.preloadImageWithDelay\" data-wp-on--pointerleave=\"actions.cancelPreload\" data-wp-on-window--resize=\"callbacks.setButtonStyles\" src=\"https:\/\/lh7-us.googleusercontent.com\/docsz\/AD_4nXdX1VsBexmWQJ2GaUxy8Dxq2ulffA2hM61laVl8Iklfg0ZzQGWSSEs2Haek3lYeGgp8-i8mlD30bysTi6S_Sro0UuEtVoTqDaiHP26MUGapnlZVBlrwDcp_9saeBrU8NSWNMhNjenSI5aX8aFowFTfUsLk?key=0yRNGr6z7h3mdysc9p0iuw\" alt=\"\"\/><button\n\t\t\tclass=\"lightbox-trigger\"\n\t\t\ttype=\"button\"\n\t\t\taria-haspopup=\"dialog\"\n\t\t\tdata-wp-bind--aria-label=\"state.thisImage.triggerButtonAriaLabel\"\n\t\t\tdata-wp-init=\"callbacks.initTriggerButton\"\n\t\t\tdata-wp-on--click=\"actions.showLightbox\"\n\t\t\tdata-wp-style--right=\"state.thisImage.buttonRight\"\n\t\t\tdata-wp-style--top=\"state.thisImage.buttonTop\"\n\t\t>\n\t\t\t<svg xmlns=\"http:\/\/www.w3.org\/2000\/svg\" width=\"12\" height=\"12\" fill=\"none\" viewBox=\"0 0 12 12\">\n\t\t\t\t<path fill=\"#fff\" d=\"M2 0a2 2 0 0 0-2 2v2h1.5V2a.5.5 0 0 1 .5-.5h2V0H2Zm2 10.5H2a.5.5 0 0 1-.5-.5V8H0v2a2 2 0 0 0 2 2h2v-1.5ZM8 12v-1.5h2a.5.5 0 0 0 .5-.5V8H12v2a2 2 0 0 1-2 2H8Zm2-12a2 2 0 0 1 2 2v2h-1.5V2a.5.5 0 0 0-.5-.5H8V0h2Z\" \/>\n\t\t\t<\/svg>\n\t\t<\/button><\/figure>\r\n\r\n\r\n\r\n<h3 class=\"wp-block-heading\"><strong>Women<\/strong><\/h3>\r\n\r\n\r\n\r\n<p class=\"wp-block-paragraph\">How important are the following factors when making a purchase?<\/p>\r\n\r\n\r\n\r\n<figure data-wp-context=\"{&quot;imageId&quot;:&quot;6a251e5a52fd5&quot;}\" data-wp-interactive=\"core\/image\" data-wp-key=\"6a251e5a52fd5\" class=\"wp-block-image wp-lightbox-container\"><img decoding=\"async\" data-wp-class--hide=\"state.isContentHidden\" data-wp-class--show=\"state.isContentVisible\" data-wp-init=\"callbacks.setButtonStyles\" data-wp-on--click=\"actions.showLightbox\" data-wp-on--load=\"callbacks.setButtonStyles\" data-wp-on--pointerdown=\"actions.preloadImage\" data-wp-on--pointerenter=\"actions.preloadImageWithDelay\" data-wp-on--pointerleave=\"actions.cancelPreload\" data-wp-on-window--resize=\"callbacks.setButtonStyles\" src=\"https:\/\/lh7-us.googleusercontent.com\/docsz\/AD_4nXeCkpSKU2bOuWsx9AEBFHXYyVDkW6Cd_ZZ7inwzDOlpEaE44p8UFNJO7x7p03b9vnFgD50wFG8POFl9FzzCHMb288Us1nMT7QQmLj9Tmw_PaS4sZIuCNjna_qdRcJrMj5rRl46fn63lW15XOrfBRZDVxTE?key=0yRNGr6z7h3mdysc9p0iuw\" alt=\"\"\/><button\n\t\t\tclass=\"lightbox-trigger\"\n\t\t\ttype=\"button\"\n\t\t\taria-haspopup=\"dialog\"\n\t\t\tdata-wp-bind--aria-label=\"state.thisImage.triggerButtonAriaLabel\"\n\t\t\tdata-wp-init=\"callbacks.initTriggerButton\"\n\t\t\tdata-wp-on--click=\"actions.showLightbox\"\n\t\t\tdata-wp-style--right=\"state.thisImage.buttonRight\"\n\t\t\tdata-wp-style--top=\"state.thisImage.buttonTop\"\n\t\t>\n\t\t\t<svg xmlns=\"http:\/\/www.w3.org\/2000\/svg\" width=\"12\" height=\"12\" fill=\"none\" viewBox=\"0 0 12 12\">\n\t\t\t\t<path fill=\"#fff\" d=\"M2 0a2 2 0 0 0-2 2v2h1.5V2a.5.5 0 0 1 .5-.5h2V0H2Zm2 10.5H2a.5.5 0 0 1-.5-.5V8H0v2a2 2 0 0 0 2 2h2v-1.5ZM8 12v-1.5h2a.5.5 0 0 0 .5-.5V8H12v2a2 2 0 0 1-2 2H8Zm2-12a2 2 0 0 1 2 2v2h-1.5V2a.5.5 0 0 0-.5-.5H8V0h2Z\" \/>\n\t\t\t<\/svg>\n\t\t<\/button><\/figure>\r\n\r\n\r\n\r\n<h2 class=\"wp-block-heading\"><strong>Conclusion<\/strong><\/h2>\r\n\r\n\r\n\r\n<p class=\"wp-block-paragraph\">As older consumers are increasingly targeted by brands online and across social media, mission-driven branding and influencer marketing may become less significant. Brands need to emphasize quality and value above all else for this audience.<\/p>\r\n\r\n\r\n\r\n<p class=\"wp-block-paragraph\">If you\u2019re interested in digging deeper into our findings, or asking your own questions on consumer and branding topics, reach out to Atom&#8217;s Communications Lead <a href=\"mailto:lotte@www.atom.com\">Lotte Reford<\/a> to learn more.<\/p>\r\n\r\n\r\n\n<figure class=\"wp-block-image alignfull size-large\"><a href=\"https:\/\/www.atom.com\/audience-testing\"><img loading=\"lazy\" decoding=\"async\" width=\"1024\" height=\"267\" src=\"https:\/\/www.atom.com\/radar\/wp-content\/uploads\/2024\/06\/New-1228x320-1-1024x267.png\" alt=\"\" class=\"wp-image-520\" srcset=\"https:\/\/www.atom.com\/radar\/wp-content\/uploads\/2024\/06\/New-1228x320-1-1024x267.png 1024w, https:\/\/www.atom.com\/radar\/wp-content\/uploads\/2024\/06\/New-1228x320-1-300x78.png 300w, https:\/\/www.atom.com\/radar\/wp-content\/uploads\/2024\/06\/New-1228x320-1-768x200.png 768w, https:\/\/www.atom.com\/radar\/wp-content\/uploads\/2024\/06\/New-1228x320-1.png 1228w\" sizes=\"auto, (max-width: 1024px) 100vw, 1024px\" \/><\/a><\/figure>\n","protected":false},"excerpt":{"rendered":"<p>Older consumers are an important target market for any brand, and they\u2019re increasingly reachable online with a growing uptake of social media. But how should brand strategy adapt for an older audience, and do traditional online values of younger generations \u2014 peer recommendations and mission-driven branding \u2014 hit home with an older audience?<\/p>\n","protected":false},"author":2,"featured_media":1353,"comment_status":"closed","ping_status":"closed","sticky":false,"template":"","format":"standard","meta":{"inline_featured_image":false,"site-sidebar-layout":"default","site-content-layout":"","ast-site-content-layout":"default","site-content-style":"default","site-sidebar-style":"default","ast-global-header-display":"","ast-banner-title-visibility":"","ast-main-header-display":"","ast-hfb-above-header-display":"","ast-hfb-below-header-display":"","ast-hfb-mobile-header-display":"","site-post-title":"","ast-breadcrumbs-content":"","ast-featured-img":"","footer-sml-layout":"","theme-transparent-header-meta":"default","adv-header-id-meta":"","stick-header-meta":"","header-above-stick-meta":"","header-main-stick-meta":"","header-below-stick-meta":"","astra-migrate-meta-layouts":"set","ast-page-background-enabled":"default","ast-page-background-meta":{"desktop":{"background-color":"var(--ast-global-color-4)","background-image":"","background-repeat":"repeat","background-position":"center center","background-size":"auto","background-attachment":"scroll","background-type":"","background-media":"","overlay-type":"","overlay-color":"","overlay-opacity":"","overlay-gradient":""},"tablet":{"background-color":"","background-image":"","background-repeat":"repeat","background-position":"center center","background-size":"auto","background-attachment":"scroll","background-type":"","background-media":"","overlay-type":"","overlay-color":"","overlay-opacity":"","overlay-gradient":""},"mobile":{"background-color":"","background-image":"","background-repeat":"repeat","background-position":"center center","background-size":"auto","background-attachment":"scroll","background-type":"","background-media":"","overlay-type":"","overlay-color":"","overlay-opacity":"","overlay-gradient":""}},"ast-content-background-meta":{"desktop":{"background-color":"var(--ast-global-color-5)","background-image":"","background-repeat":"repeat","background-position":"center center","background-size":"auto","background-attachment":"scroll","background-type":"","background-media":"","overlay-type":"","overlay-color":"","overlay-opacity":"","overlay-gradient":""},"tablet":{"background-color":"var(--ast-global-color-5)","background-image":"","background-repeat":"repeat","background-position":"center center","background-size":"auto","background-attachment":"scroll","background-type":"","background-media":"","overlay-type":"","overlay-color":"","overlay-opacity":"","overlay-gradient":""},"mobile":{"background-color":"var(--ast-global-color-5)","background-image":"","background-repeat":"repeat","background-position":"center center","background-size":"auto","background-attachment":"scroll","background-type":"","background-media":"","overlay-type":"","overlay-color":"","overlay-opacity":"","overlay-gradient":""}},"footnotes":""},"categories":[30,1],"tags":[],"class_list":["post-64","post","type-post","status-publish","format-standard","has-post-thumbnail","hentry","category-branding","category-research"],"acf":[],"featured_image_url":{"thumbnail":"https:\/\/www.atom.com\/radar\/wp-content\/uploads\/2024\/06\/Older-Consumers-2048x1366-1-150x150.jpg","medium":"https:\/\/www.atom.com\/radar\/wp-content\/uploads\/2024\/06\/Older-Consumers-2048x1366-1-300x200.jpg","medium_large":"https:\/\/www.atom.com\/radar\/wp-content\/uploads\/2024\/06\/Older-Consumers-2048x1366-1-768x512.jpg","large":"https:\/\/www.atom.com\/radar\/wp-content\/uploads\/2024\/06\/Older-Consumers-2048x1366-1-1024x683.jpg","1536x1536":"https:\/\/www.atom.com\/radar\/wp-content\/uploads\/2024\/06\/Older-Consumers-2048x1366-1-1536x1025.jpg","2048x2048":"https:\/\/www.atom.com\/radar\/wp-content\/uploads\/2024\/06\/Older-Consumers-2048x1366-1.jpg"},"post_author":"Grant Polachek","assigned_categories":"Branding, Research","yoast_head":"<!-- This site is optimized with the Yoast SEO plugin v23.0 - https:\/\/yoast.com\/wordpress\/plugins\/seo\/ -->\n<title>AtomRadar Research Shows: Older Consumers are Driven by Quality and Value, Mission-Driven Branding is a Miss<\/title>\n<meta name=\"robots\" content=\"index, follow, max-snippet:-1, max-image-preview:large, max-video-preview:-1\" \/>\n<link rel=\"canonical\" href=\"https:\/\/www.atom.com\/radar\/older-consumers-are-driven-by-quality-and-value-mission-driven-branding-is-a-miss\/\" \/>\n<meta property=\"og:locale\" content=\"en_US\" \/>\n<meta property=\"og:type\" content=\"article\" \/>\n<meta property=\"og:title\" content=\"AtomRadar Research Shows: Older Consumers are Driven by Quality and Value, Mission-Driven Branding is a Miss\" \/>\n<meta property=\"og:description\" content=\"Older consumers are an important target market for any brand, and they\u2019re increasingly reachable online with a growing uptake of social media. 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