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Germany

Another Grandma On A Bike? Why It's Hard To Market To Seniors

The over-50 age group holds enormous purchasing power, yet advertising aimed at older people often looks like cartoons of semi-active people happily going to the pharmacy. What can be done?

One out of five Germans is over 65 years old
One out of five Germans is over 65 years old
Felicitas Wilke

MUNICH — Advertisers have very clear ideas about the image to use to attract potential new customers in the "senior" demographic: salt-and-pepper hair, wrinkles (but only around the eyes), slender, athletic.

That's what most of the older models who appear in commercials look like. Yet, seeing them happily cruising the countryside on electric bikes or hugging each other, laughing, in commercials for prostate medicine, they look more like cartoon characters than real human beings.

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Coronavirus

The Main COVID Risk Now: Long COVID

Death rates are down, masks are off, but many who have been infected by COVID have still not recovered. Long COVID continues to be hard to diagnose and treatments are still in the developmental stage.

Long COVID feels like a never-ending nightmare for those who suffer from it.

Jessica Berthereau

PARIS — The medical examination took longer than expected in the Parc de Castelnau-le-Lez clinic, near the southern French city of Montpellier. Jocelyne had come to see a specialist for long COVID-19, and exits the appointment slowly with help from her son. The meeting lasted more than an hour, twice as long as planned.

“I’m a fighter, you know, I’ve done a lot of things in my life, I’ve been around the world twice… I’m not saying this to brag, but to tell you my background," says the 40-year-old. "These days, I’m exhausted, I’m not hungry, I no longer drive, I can’t work anymore, I have restless legs syndrome.” She pauses before adding sadly: “I can’t read anymore either.”

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