In marketing, there has always been a common thought process that older consumers are in some way past their prime or set in their ways. Examples of targeted advertising during daytime TV heightens this feeling, with adverts popping up about stairlifts, over-50’s life planning, will writing, and sensible shoes. But this stereotyping could be unwise. Far from being ‘over the hill’, increasing data shows that over 55’s are becoming more mentally, physically, socially, and digitally active. And so, we introduce you to the latest demographic group, ‘active agers’.
The embrace of digital communication by older generations can partly be attributed to the Covid-19 pandemic. With a likelihood of being unable to see friends and family or go to the shops, older consumers have become active digital users. A recent study found that 58% of them had increased their use of technology in the last year, 57% had spoken to their friends and family through digital platforms, 43% had shopped online, and 10% had tried online learning. More importantly, 91% of them now use smartphones.
This newfound knowledge isn’t going to go away as lockdowns ease. Older people aren’t going to suddenly ditch online banking and shopping when everything reopens safely, they will still carry on FaceTiming their grandchildren, and they will still use digital media. Anyone who has followed Judi Dench’s grandson Sam Williams’ TikTok account over the last 16 months will be nodding (if you haven’t seen his videos with his gran, you really should). It seems short-sighted to consider that while the rest of the population have been able to pivot, older people haven’t, and we should be marketing to them digitally.
Why should your brand target over-55s?
For starters, many of them have a reasonable disposable income and time to pursue new hobbies and interests. They aren’t stressed by the 9-5 grind, don’t have small children to look after, and seem to be far more accepting of being the best they can be at this point in time. A ripe audience of people who want to try new things, see new places, grow old gracefully or disgracefully, and probably who don’t want to consider walk-in baths.
In the same way that the rest of the population is diverse, so is this massive section of the population. Yes, some will be the kind of people who get excited about a river cruise along the Rhine, but others want to go skydiving. One of our team used to work for a travel company and would regularly book first-class travel for an 86-year-old man who liked to go to Paris so he could go roller skating along the Seine. For many, age isn’t just a number but also a freedom to do things they haven’t had a chance to do during their working years.
Alongside this, focussing on online marketing is far cheaper than a traditional leaflet or billboard marketing. This makes it easier for smaller businesses to access more mature demographics. So, the smartest thing to do is create an ‘ageless marketing strategy’ which recognises diversity as a whole. Levis’ latest commercial, Circles, is a perfect case in point, pulling in a love of dance across all sectors and groups (plus, it has a fantastic foot-tapping soundtrack). This excellent campaign works across all age groups and wouldn’t alienate anyone who wants to buy a nice pair of jeans.
Over-55’s were the ones who first used PCs and mobile phones.
There’s a thinking that people in older age brackets aren’t happy about change, sticking loyally to brands and concepts even when there are better alternatives. At this point, it’s a good idea to remind ourselves that people who are now in their 70’s are also the people who first used and designed mobile phones, PCs, camcorders, games consoles, and the internet. If it weren’t for their happy acceptance of new technology and the marketing that went alongside it, where would we be now?
They are happy and willing to learn and really shouldn’t be discounted.
Time to build an ageless marketing strategy?
If your business or brand wants to start accessing a vast and exciting group of new customers, contact the team at NAMA to see how we can help.
