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Our take
Every week or so, the folks here at OG will share our perspectives and points of view on several topics related to the Gray Market opportunity.


Gray Is the New Gold: The Audience Advertising Pretends Not to See
Lights, Camera… Hair Extensions It's only a matter of time before Oscar goes from Gold to gray. Titanium Gray, that is. Thanks to Gemini for helping create this illustration. It’s awards season once again. The annual parade of red carpets, borrowed diamonds, and the unspoken rule that “Who are you wearing?” matters more than “Did anyone actually see the movie?” For a few glossy weeks, $5,000 hairstyles are considered sensible investments, cleavage earns its own close-up, an


Aspiration doesn't Have An Expiration Date
By Simon Derungs (aged 61) Here’s a question - whom do you consider aspirational? Who do you respect, admire, look up to, and aspire to be like? Of course, your answer will be unique to you. But did age play a part in your selection process? Did you avoid people older than yourself? I struggle to comprehend why so many marketers and advertisers assume that age relates directly to aspiration. And for the record, my list includes David Attenborough (aged 99). It’s a commonly he


The rise of the mid-life mom
I’m a 60-year-old with a 16-year-old. An older mom, as I’m clinically known. That means I was 46 during the terrible twos (although the...
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