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65% Say 50+ Has Untapped Spending Power Yet Only 3.2% Feel Seen in Ads. Cheryl Overton Communications Launches GRWN™ to Rewrite the Narrative

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From stylish to sexy to tech-savvy, 50+ consumers are rewriting the rules but brands are stuck in outdated stereotypes. GRWN™ gives marketers the insights and tools to show up smarter.

MIAMI, May 14, 2025 /PRNewswire-PRWeb/ — Despite holding the majority of consumer wealth, adults 50+ are grossly under- and misrepresented in marketing according to new research from Cheryl Overton Communications (COC). The launch of GRWN™, a comprehensive strategic marketing communications toolkit designed to help brands forge meaningful connections with consumers 50+, aims to reverse this brand bias.

“The 50+ demographic controls substantial wealth and influence yet our research confirms they feel brands rely on outdated perceptions instead of engaging with their reality,” said Cheryl Overton, founder + CXO, Cheryl Overton Communications.

A national survey among adults 18+ revealed that while 65% of all respondents believe people over 50 represent significant untapped spending potential, nearly half of those 50+ (48%) felt overlooked as consumers within the past year.

“Our work has always centered helping brands create authentic connections with audiences that deserve better representation,” said Cheryl Overton, founder + CXO, Cheryl Overton Communications. “The 50+ demographic controls substantial wealth and influence yet our research confirms they feel brands rely on outdated perceptions instead of engaging with their reality.”

The research illuminates a striking perception gap: While adults 50+ want to be portrayed as active (55%), stylish (55%), wise (45%), and adventurous (45%), 60% of all respondents report that brands prioritize their past over present capabilities and future aspirations.

Introducing GRWN™: A Fresh Perspective on Age-Inclusive Marketing

Drawing from the same data-inspired and insights-driven expertise that helped shape influential campaigns for P&G’s “My Black is Beautiful,” Unilever Dove’s “Campaign for Real Beauty,” and the American Heart Association’s “Go Red for Women,” GRWN™ offers brands a thoughtful path to connecting with this valuable audience.

The GRWN™ approach includes:

Consumer Insights Mining: Research that uncovers their genuine motivations and preferencesStrategic Framework Development: Custom approaches that honor their complexity and diversityNarrative and Creative Direction: Content strategies that authentically represent their lived experiencesIntegrated Implementation: Activation across channels where these consumers meaningfully engagePerformance Measurement: Analytics that capture both business outcomes and sentiment evolution

“Over 40% of our respondents identified ‘becoming invisible’ as their greatest fear about aging. This is the real impact of persistent underrepresentation,” Overton noted. “Brave brands have an extraordinary opportunity to lead a cultural conversation about aging and, in the process, win market share and help reshape societal perceptions.”

Key Insights

The survey revealed several noteworthy findings that underscored the need for GRWN™:

Industry Room(s) for Improvement: Fashion/Beauty (32%) and Entertainment (23%) were cited as the industries with the most significant room for improvement in age representation, followed by Technology and Financial Services (13% each).Security x Freedom: Consumers 50+ value security (36%) and freedom (23%), suggesting a nuanced audience seeking solid foundations that enable continued growth and exploration.Cross-Generational Understanding Gap: 55% of respondents believe younger generations don’t fully understand the needs and values of 50+, highlighting a need for more inclusive perspectives within marketing teams.

GRWN™ joins COC’s suite of proprietary brand strategy and activation tools, including the DEI Monitor™, All Girl Band™ and Amewa™, all designed to brands create meaningful connections through authentic, thoughtful engagement.

For more information about GRWN™, visit www.covertoncomms.com/GRWN.

About Cheryl Overton Communications

Cheryl Overton Communications is a strategic marketing communications collective where human truths, cultural insights and community impact converge to create business solutions that resonate and disrupt. We help forward-thinking organizations build meaningful relationships with their audiences through storytelling that inspires action and drives change. We have been recognized by Adcolor, Chief New Era of Leadership, Florida State Minority Supplier Diversity Business, Inc. Magazine, PR Week and PR News. For more information, visit www.covertoncomms.com

Media Contact

Cheryl Overton, Cheryl Overton Communications, 1 9173733514, cheryl@cheryloverton.com, www.covertoncomms.com/GRWN

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SOURCE Cheryl Overton Communications

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Melody Party Offers Over 20,000 Songs and Adds More Than a Thousand New Tracks Monthly, Enhancing Its Online Karaoke Experience

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October 27, 2026

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SEOUL, South Korea, Oct. 27, 2026 /PRNewswire/ — Melody Party is a music social app featuring a variety of activities, including Mic Grab, Artist Mafia, and Singing Battle. Through its online karaoke feature, SING A SONG, the app brings the traditional karaoke experience online, removing time and location constraints and offering a music experience that combines real-time singing with social interaction.

SING A SONG features an extensive library of more than 20,000 songs, with over a thousand new songs added every month. Its diverse selection includes popular K-pop tracks, classic Korean songs, and karaoke favorites. The feature offers a free-use model, allowing users to start singing their chosen songs without paying a separate fee. This helps reduce the time and cost associated with visiting traditional coin-operated karaoke venues, making it easier to enjoy singing as part of everyday life.

In terms of functionality, SING A SONG supports pitch adjustment and independent volume controls for vocals and accompaniment, allowing users to customize their singing experience according to their preferences. Users can also create online karaoke rooms, invite friends to sing together in real time, and enjoy voice chat and social interaction.

By continuously expanding its song library and offering diverse music-based interactive experiences, Melody Party continues to strengthen its music ecosystem. Through SING A SONG, the platform aims to create an accessible, highly interactive online music social space.

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SOURCE Melody Party

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Drawing new strength from 20-year legacy, IAACA calls on global counterparts to join annual conference to fortify integrity

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October 27, 2026

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MARRAKECH, Morocco, Oct. 27, 2026 /PRNewswire/ — The International Association of Anti-Corruption Authorities (IAACA), an independent and non-political anti-corruption organisation with over 190 member anti-corruption authorities (ACAs) worldwide, will co-host IAACA Annual Conference 2026 in Marrakech, Morocco next month together with the Independent Commission Against Corruption of Hong Kong, China (ICAC) and the National Authority for Probity, Prevention and Fight Against Corruption of Morocco (INPPLC) to chart a path for the global graft fight and explore cutting-edge approaches to tackle emerging corruption challenges.

Themed “Building on 20 Years of Legacy: Drawing Strength from the Past, Guarding Global Integrity for the Future”, the international event will not only mark the 20th anniversary of the IAACA, but also provide a dynamic forum for IAACA members to exchange insights and enhance co-operation.

Calling on international counterparts to participate in the conference scheduled for November 25, IAACA President Mr Woo Ying-ming, who also serves as ICAC Commissioner, said that “As the IAACA marks its 20th anniversary, the conference will bring together global anti-corruption community at a pivotal moment for collective action. I anticipate that the valuable insights and new approaches generated through the international synergy will chart a resilient strategic path for us to navigate integrity risks and draw strength from our shared legacy to guard global integrity for generations to come.”

During the conference, renowned international experts from the United Nations Office on Drugs and Crime (UNODC), Basel Institute on Governance, the International Anti-Corruption Academy, and global anti-corruption and law enforcement agencies and institutions will shed light on harnessing artificial intelligence in the fight against corruption, safeguarding integrity within global climate and biodiversity frameworks and analysing global corruption measurement and systemic effectiveness.

Following the conference, the ICAC, the INPPLC, the IAACA and the UNODC will co-organise a training seminar on leveraging AI in combating corruption.

While the ICAC and INPPLC will share how AI and new technology can reshape the future of anti-graft enforcement and corruption prevention, the UNODC will provide a global perspective on using AI models in financial crime investigations and addressing the operational relevance, legal robustness and adaptability across jurisdictions.

For details of the conference and training, please visit:
https://www.icac.org.hk/icac/iaaca-morocco-2026/index.html

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SOURCE International Association of Anti-Corruption Authorities (IAACA)

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Viettel moves 100 million subscribers to home-grown cloud-native charging in three months – with zero downtime

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47 minutes ago

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October 27, 2026

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HANOI, Vietnam, Oct. 27, 2026 /PRNewswire/ — Viettel High Technology Industries Corporation (Viettel High Tech), part of Viettel Group, has migrated more than 100 million subscribers and some 5,000 tariff plans at Viettel, Vietnam’s largest mobile operator, to vOCS 4.0, its in-house cloud-native charging system. The three-month cutover ran on a live national network with no service disruption.

Replacing a charging system is one of the riskiest projects an operator can undertake, which is why many stick with legacy platforms. Viettel High Tech reduced the risk through real-time data synchronization, parallel running and a phased cutover, with instant rollback at every stage.

The project won the Telecom Review Excellence Awards 2026 prize for Best Technology Deployment in Asia, a first for a Vietnamese company.

What it means for operators:

Scale: more than 300,000 transactions per second at latency below 5 milliseconds, across 2G–5G and fixed services on one platformLower cost: up to 50% less hardware investment than the previous generation, by sharing infrastructure with the networkAgility: new tariff plans in hours instead of days, new features three times faster and deployments about 30% fasterResilience: two active data centers about 2,000 km apart and automatic recovery in under two minutes

Viettel High Tech developed every core layer in-house, from a telecom-grade cloud-native platform and NFV-MANO orchestration to real-time charging, subscriber and balance management.

“Passing rigorous tests of real-time self-diagnosis and self-recovery is what allows an operator to keep its promise of 24/7 service to customers,” said Luu Manh Ha, CEO of Viettel Networks, which operates the system on Viettel’s network in Vietnam. “Above all, owning the charging system means an operator is not dependent on foreign vendors – it safeguards digital sovereignty and preserves business flexibility.”

“The charging system is where an operator’s business strategy turns into revenue in real time,” said Nguyen Minh Quang, CEO of Viettel High Tech. “We believe vOCS 4.0 is ready to help operators worldwide capture the value of 5G and digital services.”

In 2017, vOCS 4.0’s predecessor, vOCS 3.0, replaced a foreign vendor’s platform for 90 million Viettel subscribers. Across both generations, vOCS serves more than 220 million subscribers in 11 countries. Viettel High Tech now offers vOCS 4.0 to operators worldwide.

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SOURCE Viettel Group

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