Your Ultimate Strategic Checklist for 55+ and "Boomer" Marketing
I'm not going to drone on and on about this, but to assemble a quick list of items that I found in my research on this project that should assist your efforts in marketing to boomers and older Gen-X generations.
While so much of the marketing world is fixated on younger demos, they have less money and more debt than senior segmentation
If your product is geared towards a younger consumer, but you're going to have to cover the gamut, copy and messaging should show how it applies to them – not everyone.
A "one size fits all" approach will not work in marketing to seniors.
The 55+ communities don't want to be treated as frail, home-bound, and non-adventurous. Many in this age parameter have been raising kids and working hard to finally get to a place where they can embrace new things.
Fast-paced marketing is not necessary for aging markets. Statistically speaking longer online videos have higher completion rates and positive feedback from this community.
Awarding these demos with communication that acknowledges their contributions to their family, communities (religions, volunteering, etc.), and work/business ventures will resonate.
Don't jargon with them – be positive (if applicable to your brand), educational, and lead with authentic benefits.
These generations still understand that quality and reliability are worth paying for.
This generation WILL crush you with bad reviews when crossed. If so, kill em' with kindness and understanding, and make it right — at their age, their network is often potent, even if their Facebook or LinkedIn profile doesn't reflect it.
Diversification is important, but it's not critical. While newer and younger brands pay close attention to pronouns and weight analytics for how many races they need to complete their Tik-Tok CTA, this is not as critical here. Yes, show diversity. Compile 20 directives for sub-set demos – not out of the gate; wait to see if there's a call for more and apply conservatively.
Older demographics don't want brands that recreate themselves frequently. In many cases, in my anecdotal research, I found that brand loyalty increases the more senior the consumer is. Ergo: Keep change to a minimum.
Older consumers want to be respected for their age and perceived contributions. This would seem counter-intuitive to what I've been saying that they don't want to be seen as old. The messaging needs to be crafted respectfully, regardless of whether they know your brand, product, or vertical.
These generations do have a sense of humor, and it can work in marketing. DO YOUR RESEARCH and appeal to what [they] find funny — a mean filled with slang that will require 10 minutes to decode on Urban Dictionary is probably a loss leader for your efforts.
Along the same lines of humor, you have new triggers you can interweave into your content and strategies that you simply can't with tweens, teens, and collegiate demos. Things like #TBT (throwback Thursdays) or historical references that these generations lived through can be leveraged.
This community also buys for others, not simply for themselves. For instance, if a child’s toy or educational product is only being marketed to parents, you’re not covering the spread of potential consumers.
In most cases, 55+ generations have families; the same cannot be said for millennials and younger demos. Leveraging 'Memory marketing' such as weddings, kids growing up, and grandchildren's joy can pay a lot of emotional dividends that could be critical to your storytelling.
Easier is better. Therefore, intuitive UI/UX, clear communication, and educational channels (e.g., help, support, search, FAQ, ADA functions) will create a far more positive interaction with your brand than without it. Put your best foot forward in your marketing, and don't treat these consumers as a Beta audience.
Location is critical — a Sarasota, Florida senior is far different from a Leadville, Colorado resident of the same age. DO. YOUR. RESEARCH.
Buying or saving? Remember, most folks of these generations saved and sacrificed to create the investments they live off of today. There are always millionaire outliers with more money than sense, but you're often not marketing to them because they don't require it in their decision-making. They want it — they buy it. Your more frugal seniors will need you to develop a respectful relationship based on education, support, and perceived benefit.
One item I found interesting was that many 55+ consumers I interviewed and researched felt that modern marketing is villainizing them. "I'm not a racist Karen or a gay-hating Trumper. But it seems that we're classified as a fixed mentality." Therefore, in your strategic research, assume nothing. I found most of the people involved in my work to be adaptable and interested in the ideas and directives I was crafting.
Seniors on ALERT! There have been enough scams, hacks, and dodgy investments imposed on society that these generations are becoming increasingly skeptical of marketing. For instance, email marketing trust has decreased, while videos and educational content is showing strong promise.
Ratings, reviews, and social proof are a must in this community. Don't try launching a campaign strategy that appears to be brand new, untested, or vague.
While older segments may not be immediately tech-savvy, they’re not ignoring it. Data proves that more and more senior consumers are buying, researching, and participating within increased digital ecosystems.
Mobile device and payment aptitude spike with seniors since the onset of COVID as well. Proving once again, that if your marketing budget is wholly fixated on younger consumers you might want to rethink it.
Retention efforts will be off with word-of-mouth marketing, sharing, and brand loyalty. In many countries and family structures, the oldest is still the head of the household. This position makes these consumers a coveted gem for you to partner with to attract future generations.
