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Many countries are rapidly aging. With time at hand and life savings to spare, seniors form an increasingly interesting target audience for businesses. So why are so few marketing campaigns addressing this group? And how can modern marketeers reach this fast-growing demographic?

By 2050, 16% of the world’s population will be aged 65 or older, up from 9% in 2019. This means the number of older adults will more than double, reaching 1.5 billion. Life expectancy has increased significantly over the past century due to advancements in healthcare, sanitation, and nutrition.
For example, in 1950, global life expectancy was only 46 years, reaching 73 years in 2023.

Three reasons behind the lack of attention for this growing group in marketing.

  1. Misinformed marketeers

A common myth among marketers is that seniors don’t switch brands. They’re said to be stuck to their habits. Time to rethink: 85% of seniors worldwide say that while they’re loyal to some brands, they’re willing to buy from competitors. In contrast, only 71% of Gen Z say the same.

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  1. Afraid of alienating younger audiences

Marketers often feel that if they showcase seniors in their ads, the brand will alienate youngsters. While there may be some truth to this, the same rationale goes for targeting youngsters. Or does a 68-year-old pensionado really identify with a 21-year-old socialite?

  1. A young workforce

Finally, and in my view the main reason for this ‘oversight’, is the fact that a lot of marketers are in their 20s or 30s, with an ‘obsession’ for social media. To them, trying to create the next viral TikTok brand video for teenagers is much ‘sexier’ than designing long-term campaign aimed at seniors. It also makes for a better story on birthday parties with friends.

Knowing the above, here are some ways to effectively reach seniors effectively.

  1. Realize that age is nothing but a number

A marketing plan that simply says ‘seniors’ as a target audience should go back to the drawing board. Like millennials and Gen Z’ers are not homogenous groups, neither are seniors. A 65-year-old former surgeon in is intrinsically different from a retired 75-year-old factory worker. Beyond demographics (age, location, nationality, etc.), create target audiences based on psychographics (hopes, needs, fears, etc.).

  1. Evolve your marketing messaging with seniors’ changing mind

As we mature, we become less self-oriented and more altruistic. Most seniors focus less on materialism and more on increasing quality of life, healthy active living and meaningful relationships. Rather than price, value becomes a dominant decision point (a subtle but important difference).

Or as Dr. Joseph Coughlin, Director of the Massachusetts Institute of Technology AgeLab, in a New York Times article said: “companies need to position their products as being for ‘an ageless lifestyle’ that keeps people engaged and productive, healthy and well.’”

  1. Find them online, but don’t forget offline

Many seniors are online, and not just to read the local news. In 2023, 45% of internet users aged 60+ globally use social media, a significant increase from 20% in 2015. Seniors are among the fastest-growing demographics on social media platforms. For example, Facebook saw a 40% increase in users aged 65+ between 2018 and 2022.

But do think beyond online. Not just because omnichannel campaigns are proven to be more effective, but also because in many homes, the TV still plays all day. And local radio advertising and print media cost-effective ways to reach seniors.

  1. Make it easy for them

As our eyes are getting worse over time, make sure your website is accessible for the visually impaired. Many elderly can’t read well below font size 12. And visually impaired people have a problem using CAPTCHA.

Don’t even think about automated chatbots and complicated online ordering or reservation tools. Many seniors prefer calling, so make your phone number visible and have an actual human picking up.

  1. Never forget: “I’m not old! You are!”

Finally, don’t you ever dare call seniors old! As every senior says “the people around me are old, but I feel young”. Use imagery that portrays the audience as healthy and active, not aging.

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