{"id":9315,"date":"2023-06-16T12:12:51","date_gmt":"2023-06-16T10:12:51","guid":{"rendered":"https:\/\/insummit.pl\/2022-2025\/?page_id=9315"},"modified":"2023-10-09T10:31:54","modified_gmt":"2023-10-09T08:31:54","slug":"zycie-nie-konczy-sie-po-50tce","status":"publish","type":"page","link":"https:\/\/insummit.pl\/2022-2025\/program-insummit-2023\/zycie-nie-konczy-sie-po-50tce\/","title":{"rendered":"\u017bycie nie ko\u0144czy si\u0119 po 50tce"},"content":{"rendered":"\t\t<div data-elementor-type=\"wp-page\" data-elementor-id=\"9315\" class=\"elementor elementor-9315\" data-elementor-post-type=\"page\">\n\t\t\t\t\t\t<section class=\"elementor-section elementor-top-section elementor-element elementor-element-6aee662 elementor-section-full_width elementor-section-height-min-height elementor-section-height-default elementor-section-items-middle\" data-id=\"6aee662\" data-element_type=\"section\" data-settings=\"{&quot;background_background&quot;:&quot;gradient&quot;}\">\n\t\t\t\t\t\t<div class=\"elementor-container elementor-column-gap-default\">\n\t\t\t\t\t<div class=\"elementor-column elementor-col-100 elementor-top-column elementor-element elementor-element-1afe9a0\" data-id=\"1afe9a0\" data-element_type=\"column\">\n\t\t\t<div class=\"elementor-widget-wrap elementor-element-populated\">\n\t\t\t\t\t\t<section class=\"elementor-section elementor-inner-section elementor-element elementor-element-e30a696 elementor-section-boxed elementor-section-height-default elementor-section-height-default\" data-id=\"e30a696\" data-element_type=\"section\">\n\t\t\t\t\t\t<div class=\"elementor-container elementor-column-gap-default\">\n\t\t\t\t\t<div class=\"elementor-column elementor-col-50 elementor-inner-column elementor-element elementor-element-c1c8baa\" data-id=\"c1c8baa\" data-element_type=\"column\">\n\t\t\t<div class=\"elementor-widget-wrap elementor-element-populated\">\n\t\t\t\t\t\t<div class=\"elementor-element elementor-element-2274559 giz_program_tytul elementor-widget elementor-widget-text-editor\" data-id=\"2274559\" data-element_type=\"widget\" data-widget_type=\"text-editor.default\">\n\t\t\t\t<div class=\"elementor-widget-container\">\n\t\t\t\t\t\t\t\t\t\u017bycie nie ko\u0144czy si\u0119 po 50tce, wi\u0119c nie powinna te\u017c twoja grupa docelowa! Wszystkie odcienie polskiego Pokolenia Silver.\t\t\t\t\t\t\t\t<\/div>\n\t\t\t\t<\/div>\n\t\t\t\t<div class=\"elementor-element elementor-element-ce57bfb giz_program_tagi elementor-widget elementor-widget-text-editor\" data-id=\"ce57bfb\" data-element_type=\"widget\" data-widget_type=\"text-editor.default\">\n\t\t\t\t<div class=\"elementor-widget-container\">\n\t\t\t\t\t\t\t\t\tpokolenie silver, style \u017cycia, segmentacje konsumenckie, zdrowie, rozrywka, korzystanie z medi\u00f3w, postawy konsumenckie, e-commerce, social media, customer journey, obalanie stereotyp\u00f3w, oczekiwania wobec marek, reprezentacja w komunikacji reklamowej\t\t\t\t\t\t\t\t<\/div>\n\t\t\t\t<\/div>\n\t\t\t\t\t<\/div>\n\t\t<\/div>\n\t\t\t\t<div class=\"elementor-column elementor-col-50 elementor-inner-column elementor-element elementor-element-998b7d7\" data-id=\"998b7d7\" data-element_type=\"column\">\n\t\t\t<div class=\"elementor-widget-wrap elementor-element-populated\">\n\t\t\t\t\t\t<div class=\"elementor-element elementor-element-5e961b7 elementor-widget elementor-widget-text-editor\" data-id=\"5e961b7\" data-element_type=\"widget\" data-widget_type=\"text-editor.default\">\n\t\t\t\t<div class=\"elementor-widget-container\">\n\t\t\t\t\t\t\t\t\tSTEREOTYPY\t\t\t\t\t\t\t\t<\/div>\n\t\t\t\t<\/div>\n\t\t\t\t<div class=\"elementor-element elementor-element-1a7e7cf elementor-widget elementor-widget-text-editor\" data-id=\"1a7e7cf\" data-element_type=\"widget\" data-widget_type=\"text-editor.default\">\n\t\t\t\t<div class=\"elementor-widget-container\">\n\t\t\t\t\t\t\t\t\t<span style=\"font-weight: 300;\">SESJA MODEROWANA<\/span>\t\t\t\t\t\t\t\t<\/div>\n\t\t\t\t<\/div>\n\t\t\t\t<div class=\"elementor-element elementor-element-e2bc11b elementor-widget elementor-widget-text-editor\" data-id=\"e2bc11b\" data-element_type=\"widget\" data-widget_type=\"text-editor.default\">\n\t\t\t\t<div class=\"elementor-widget-container\">\n\t\t\t\t\t\t\t\t\t<p><span class=\"giz_program_godzina\">14.45<\/span> \u015aRODA, 27 WRZE\u015aNIA<\/p>\t\t\t\t\t\t\t\t<\/div>\n\t\t\t\t<\/div>\n\t\t\t\t\t<\/div>\n\t\t<\/div>\n\t\t\t\t\t<\/div>\n\t\t<\/section>\n\t\t\t\t\t<\/div>\n\t\t<\/div>\n\t\t\t\t\t<\/div>\n\t\t<\/section>\n\t\t\t\t<section class=\"elementor-section elementor-top-section elementor-element elementor-element-5e3b1f5 elementor-section-boxed elementor-section-height-default elementor-section-height-default\" data-id=\"5e3b1f5\" data-element_type=\"section\">\n\t\t\t\t\t\t<div class=\"elementor-container elementor-column-gap-default\">\n\t\t\t\t\t<div class=\"elementor-column elementor-col-100 elementor-top-column elementor-element elementor-element-2a21321\" data-id=\"2a21321\" data-element_type=\"column\">\n\t\t\t<div class=\"elementor-widget-wrap elementor-element-populated\">\n\t\t\t\t\t\t<section class=\"elementor-section elementor-inner-section elementor-element elementor-element-74bee2b elementor-section-boxed elementor-section-height-default elementor-section-height-default\" data-id=\"74bee2b\" data-element_type=\"section\">\n\t\t\t\t\t\t<div class=\"elementor-container elementor-column-gap-default\">\n\t\t\t\t\t<div class=\"elementor-column elementor-col-100 elementor-inner-column elementor-element elementor-element-14db457\" data-id=\"14db457\" data-element_type=\"column\">\n\t\t\t<div class=\"elementor-widget-wrap elementor-element-populated\">\n\t\t\t\t\t\t<div class=\"elementor-element elementor-element-82c529b elementor-widget elementor-widget-text-editor\" data-id=\"82c529b\" data-element_type=\"widget\" data-widget_type=\"text-editor.default\">\n\t\t\t\t<div class=\"elementor-widget-container\">\n\t\t\t\t\t\t\t\t\tStruktura demograficzna Polski od d\u0142u\u017cszego czasu zmienia si\u0119 w bardzo sprecyzowanym kierunku &#8211; spo\u0142ecze\u0144stwo nam si\u0119 \u201estarzeje\u201d. W odpowiedzi na te zmiany post\u0119puje produkcja wiedzy skupiaj\u0105ca si\u0119 na w\u0105skich uj\u0119ciach \u2013 Pokolenie Silver a e-commerce, a social media, a kwestia osamotnienia etc.\nWydawa\u0142oby si\u0119, \u017ce wiedz\u0105c wi\u0119cej, rozumiemy wi\u0119cej, jednak wystarczy spojrze\u0107 na materia\u0142y promuj\u0105ce publikacje o osobach po 50 roku \u017cycia, by na grafikach ujrze\u0107 w wi\u0119kszo\u015bci u\u015bmiechni\u0119tych staruszk\u00f3w w wieku 70-80 lat. \t\t\t\t\t\t\t\t<\/div>\n\t\t\t\t<\/div>\n\t\t\t\t<div class=\"elementor-element elementor-element-280ca13 elementor-widget elementor-widget-text-editor\" data-id=\"280ca13\" data-element_type=\"widget\" data-widget_type=\"text-editor.default\">\n\t\t\t\t<div class=\"elementor-widget-container\">\n\t\t\t\t\t\t\t\t\tWidzimy tutaj niebezpieczn\u0105 pu\u0142apk\u0119 poznawcz\u0105 opart\u0105 na heurystyce \u201estaro\u015bci\u201d, przez kt\u00f3r\u0105 upraszczamy koloryt ponad 30% polskiego spo\u0142ecze\u0144stwa w jednym opisie Silver Generation. W konsekwencji, mimo produkcji tej ca\u0142ej wiedzy, dalej w marketingowych briefach cz\u0119sto spotykamy opis \u201egrupa all \u2013 18-54\u201d.\nRok temu w Mediahub zaj\u0119li\u015bmy si\u0119 obalaniem mit\u00f3w o Generacji Z. Tym razem naszym zadaniem jest odczarowanie \u015bwiata \u017cycia codziennego os\u00f3b po drugiej stronie tajemniczej granicy 50 roku \u017cycia. \nKim s\u0105, jakie s\u0105 ich potrzeby, cele w \u017cyciu, co opisuje ich precyzyjniej ni\u017c sama demografia, ile r\u00f3\u017cnorodnych postaw i person mo\u017cemy znale\u017a\u0107 w tak du\u017cej grupie? Nie zabraknie r\u00f3wnie\u017c pyta\u0144 o ocen\u0119 dzia\u0142a\u0144 komunikacyjnych skierowanych do nich, czy marki reprodukuj\u0105 stereotypy, czy dodaj\u0105 im wiary we w\u0142asne mo\u017cliwo\u015bci?\t\t\t\t\t\t\t\t<\/div>\n\t\t\t\t<\/div>\n\t\t\t\t\t<\/div>\n\t\t<\/div>\n\t\t\t\t\t<\/div>\n\t\t<\/section>\n\t\t\t\t\t<\/div>\n\t\t<\/div>\n\t\t\t\t\t<\/div>\n\t\t<\/section>\n\t\t\t\t<section class=\"elementor-section elementor-top-section elementor-element elementor-element-a71aa2a elementor-section-boxed elementor-section-height-default elementor-section-height-default\" data-id=\"a71aa2a\" data-element_type=\"section\">\n\t\t\t\t\t\t<div class=\"elementor-container elementor-column-gap-default\">\n\t\t\t\t\t<div class=\"elementor-column elementor-col-100 elementor-top-column elementor-element elementor-element-f1c5744\" data-id=\"f1c5744\" data-element_type=\"column\">\n\t\t\t<div class=\"elementor-widget-wrap elementor-element-populated\">\n\t\t\t\t\t\t<section class=\"elementor-section elementor-inner-section elementor-element elementor-element-6b36ea7 elementor-section-boxed elementor-section-height-default elementor-section-height-default\" data-id=\"6b36ea7\" data-element_type=\"section\">\n\t\t\t\t\t\t<div class=\"elementor-container elementor-column-gap-default\">\n\t\t\t\t\t<div class=\"elementor-column elementor-col-50 elementor-inner-column elementor-element elementor-element-82c50c6\" data-id=\"82c50c6\" data-element_type=\"column\">\n\t\t\t<div class=\"elementor-widget-wrap elementor-element-populated\">\n\t\t\t\t\t\t<div class=\"elementor-element elementor-element-4e576cc elementor-position-top elementor-widget elementor-widget-image-box\" data-id=\"4e576cc\" data-element_type=\"widget\" data-widget_type=\"image-box.default\">\n\t\t\t\t<div class=\"elementor-widget-container\">\n\t\t\t\t\t<div class=\"elementor-image-box-wrapper\"><figure class=\"elementor-image-box-img\"><img fetchpriority=\"high\" decoding=\"async\" width=\"250\" height=\"250\" src=\"https:\/\/insummit.pl\/2022-2025\/wp-content\/uploads\/2023\/06\/Borowiec_Damian.jpg\" class=\"attachment-full size-full wp-image-8920\" alt=\"\" srcset=\"https:\/\/insummit.pl\/2022-2025\/wp-content\/uploads\/2023\/06\/Borowiec_Damian.jpg 250w, https:\/\/insummit.pl\/2022-2025\/wp-content\/uploads\/2023\/06\/Borowiec_Damian-150x150.jpg 150w\" sizes=\"(max-width: 250px) 100vw, 250px\" \/><\/figure><div class=\"elementor-image-box-content\"><span class=\"elementor-image-box-title\">Damian Borowiec<\/span><p class=\"elementor-image-box-description\">Senior Media&amp;Creative Strategist<br>\n<strong>Mediahub<\/strong><\/p><\/div><\/div>\t\t\t\t<\/div>\n\t\t\t\t<\/div>\n\t\t\t\t<div class=\"elementor-element elementor-element-eb39644 elementor-widget elementor-widget-text-editor\" data-id=\"eb39644\" data-element_type=\"widget\" data-widget_type=\"text-editor.default\">\n\t\t\t\t<div class=\"elementor-widget-container\">\n\t\t\t\t\t\t\t\t\tZ bran\u017c\u0105 reklamow\u0105 zwi\u0105zany od dekady. W Mediahub pe\u0142ni rol\u0119 Media&#038;Creative Strategist zapewniaj\u0105c markom rozw\u00f3j poprzez synergi\u0119 \u015bwiata medi\u00f3w i kreatywnych idei. W rekomendacjach strategicznych odczarowuje beznami\u0119tno\u015b\u0107 statystyk z excela na potrzeb\u0119 budowy unikalnych historii kontaktu ludzi z markami. Wsp\u00f3\u0142autor cyklu raport\u00f3w i gospodarz webinar\u00f3w Mediahub, w ramach, kt\u00f3rych powsta\u0142y projekty badawcze: Covid-Track, Matka Polka, Konsument w obliczu pandemii, Generacja Z. Autor publikacji w mediach bran\u017cowych takich jak: MediaMarketing Polska, Wirtualne Media, Social Press, Marketing przy Kawie, GetResponse, MamStartUp. Go\u015b\u0107 program\u00f3w telewizyjnych, audycji radiowych i podcast\u00f3w.\t\t\t\t\t\t\t\t<\/div>\n\t\t\t\t<\/div>\n\t\t\t\t\t<\/div>\n\t\t<\/div>\n\t\t\t\t<div class=\"elementor-column elementor-col-50 elementor-inner-column elementor-element elementor-element-e6b6fe8\" data-id=\"e6b6fe8\" data-element_type=\"column\">\n\t\t\t<div class=\"elementor-widget-wrap elementor-element-populated\">\n\t\t\t\t\t\t<div class=\"elementor-element elementor-element-31c7487 elementor-position-top elementor-widget elementor-widget-image-box\" data-id=\"31c7487\" data-element_type=\"widget\" data-widget_type=\"image-box.default\">\n\t\t\t\t<div class=\"elementor-widget-container\">\n\t\t\t\t\t<div class=\"elementor-image-box-wrapper\"><figure class=\"elementor-image-box-img\"><img decoding=\"async\" width=\"250\" height=\"250\" src=\"https:\/\/insummit.pl\/2022-2025\/wp-content\/uploads\/2023\/09\/wojcicka.jpg\" class=\"attachment-full size-full wp-image-12624\" alt=\"\" srcset=\"https:\/\/insummit.pl\/2022-2025\/wp-content\/uploads\/2023\/09\/wojcicka.jpg 250w, https:\/\/insummit.pl\/2022-2025\/wp-content\/uploads\/2023\/09\/wojcicka-150x150.jpg 150w\" sizes=\"(max-width: 250px) 100vw, 250px\" \/><\/figure><div class=\"elementor-image-box-content\"><span class=\"elementor-image-box-title\">Olga W\u00f3jcicka<\/span><p class=\"elementor-image-box-description\">Consumer Insight Manager<br>\n<strong>Mediahub<\/strong><\/p><\/div><\/div>\t\t\t\t<\/div>\n\t\t\t\t<\/div>\n\t\t\t\t<div class=\"elementor-element elementor-element-e69f566 elementor-widget elementor-widget-text-editor\" data-id=\"e69f566\" data-element_type=\"widget\" data-widget_type=\"text-editor.default\">\n\t\t\t\t<div class=\"elementor-widget-container\">\n\t\t\t\t\t\t\t\t\tZ bran\u017c\u0105 zwi\u0105zana od 2012 roku. Na co dzie\u0144 zajmuje si\u0119 wirtualn\u0105 etnografi\u0105, consumer insights i doradztwem z zakresu komunikacji w Internecie. Jako\u015bciowe i ilo\u015bciowe dane \u0142\u0105czy z interpretacj\u0105 potrzeb konsument\u00f3w i analiz\u0105 \u015brodowiska konkurencyjnego, co przekuwa na rekomendacje strategiczne. Nominowana do nagrody Adwo\/man 2022 w kategorii Young. Prelegentka m.in. Forum IAB, Marketing Progress, Social Media Week, Insummit Youth. Wsp\u00f3\u0142autorka raport\u00f3w Big Data&#038;Mobile, Wsp\u00f3\u0142czesny konsument. Wsp\u00f3\u0142prowadz\u0105ca cykl webinar\u00f3w Mediahub, autorka artyku\u0142\u00f3w do magazyn\u00f3w bran\u017cowych, go\u015bcini audycji radiowych i podcast\u00f3w.\t\t\t\t\t\t\t\t<\/div>\n\t\t\t\t<\/div>\n\t\t\t\t\t<\/div>\n\t\t<\/div>\n\t\t\t\t\t<\/div>\n\t\t<\/section>\n\t\t\t\t\t<\/div>\n\t\t<\/div>\n\t\t\t\t\t<\/div>\n\t\t<\/section>\n\t\t\t\t<\/div>\n\t\t","protected":false},"excerpt":{"rendered":"<p>\u017bycie nie ko\u0144czy si\u0119 po 50tce, wi\u0119c nie powinna te\u017c twoja grupa docelowa! Wszystkie odcienie polskiego Pokolenia Silver.pokolenie silver, style \u017cycia, segmentacje konsumenckie, zdrowie, rozrywka, korzystanie z medi\u00f3w, postawy konsumenckie, e-commerce, social media, customer journey, obalanie stereotyp\u00f3w, oczekiwania wobec marek, reprezentacja w komunikacji reklamowejSTEREOTYPYSESJA MODEROWANA 14.45 \u015aRODA, 27 WRZE\u015aNIA Struktura demograficzna Polski od d\u0142u\u017cszego czasu [&hellip;]<\/p>\n","protected":false},"author":1,"featured_media":0,"parent":8832,"menu_order":0,"comment_status":"closed","ping_status":"closed","template":"","meta":{"pmpro_default_level":"","site-sidebar-layout":"no-sidebar","site-content-layout":"page-builder","ast-site-content-layout":"","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":"disabled","ast-breadcrumbs-content":"","ast-featured-img":"disabled","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":"default","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":""},"class_list":["post-9315","page","type-page","status-publish","hentry","pmpro-has-access"],"aioseo_notices":[],"aioseo_head":"\n\t\t<!-- All in One SEO 4.9.10 - aioseo.com -->\n\t<meta name=\"description\" content=\"\u017bycie nie ko\u0144czy si\u0119 po 50tce, wi\u0119c nie powinna te\u017c twoja grupa docelowa! 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