Marketing to Today’s 65-Plus Consumers – article

SeniorsThe Baby-Boom generation is set to redefine the 65+ consumers. But the Silent Generation is still around and marketers have not done a great job in communicating with them according to a survey by Pew Research Center Social & Demographic Trends. An article in Progressive Grocer puts together some great points from this survey to help marketers in targeting this age group.

For starters, the article states these folks don’t feel as old as their age; with some saying they feel 10-19 years younger.

Showing vitality and activity is important in advertisements…but marketers are encouraged to shy away from the extreme sports as these are deemed too silly.

Grandparenting is one stereotype that marketers are pretty accurate with. Seniors are playing a more active role in caring for grandkids whether they are in the Silent Generation or the Baby Boom generation.  Some of these Seniors even have guardianship or provide for their grandkids’ basic necessities such as food, clothing and shelter.

If the Senior market is your target audience, then this is a great article to read.

Have you faced the same issues that this research brings to light?


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