In 2020 the world will have more 55-year-olds than 5-year-olds, and yet according to the Havas Group (http://www.havas.com) , only about 5% of U.S. advertising (https://www.fastcompany.com/90341477/why-marketing-to-seniors-is-so-terrible) is even aimed at people over 50. In this episode addressing the Personalization module of the SPEAK|pr course, I share thoughts on marketing to people who aren't looking to go offline anytime soon.
Why is this, but more importantly how can our own businesses cater to the silversurfers (http://www.silversurfers.com) who now control 80% of the wealth (https://www.globalchange.com/shocking-facts-about-our-future-how-11-billion-people-will-eat-sleep-and-breathe-in-our-future-world.htm) in western markets like the UK and USA? It's important because this is a major trend; According to the EU, the senior citizens market will grow by 81% from 2005 to 2030 while the 18-59 year old market will only increase 7%
I share the true story of how I demonstrated a wireless router and antennae to a woman in her 70's at a campsite in Aberystwyth (http://www.aberystwyth.org.uk) , Wales, and what that taught me about marketing to seniors.
Most marketing is aimed at the young and the impressionable. According to Forrester research, 55% and 54% of those less than 31 and 31-39, respectively, say they “enjoy trying new brands or products.” That number drops to 39% for those aged 54-63 and 31% for the 64-74 set. So is it harder to get old people to adopt new products and services?
I argue that it isn't harder, but it does take a different approach and even using technologies like talkify (http://www.talkify.net) and natural readers. (http://www.naturalreaders.com) to compensate for the effects of ageing on hearing and eyesight.
So thinking back to the campsite…I think the key lessons we can think about when marketing to older generation are: Simplicity, Trust, Support.
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Jim James (http://www.linkedin.com/in/jamesjim) is the Founder and Managing Director of the EASTWEST Public Relations Group (http://www.eastwestpr.com) . He recently returned to the UK after 25 years in Asia where he was an entrepreneur. Whilst running EASTWEST PR, he was the Vice-Chairman (https://www.britishchamber.cn) of the British Chamber of Commerce in China, he also he introduced Morgan (https://www.morgan-motor.com) sports cars to China, WAKE (http://www.wakedrinks.com) Drinks, founded the British Business Awards (https://www.britishbusinessawards.cn) , The British Motorsport Festival, EO Beijing (https://www.eonetwork.org) , and was the interim CEO ofLotus cars (http://www.lotuscars.com)
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