Most of us look forward to living longer, yet much of the marketing targeting the ‘grey pound’ (don’t you hate that phrase?!), focuses on alleviating ailments, or providing end of life services. Health is undoubtedly an important priority, as is family, but it doesn’t have to be just about incontinence pants and wills!

There are a huge chunk of positive messages and images that brands can focus hopes and aspirations on, despite cruise and hotel holidays now being put on the back burner.

Has it not occurred to that body of marketers that to avoid this large segment of the market is missing a trick, not least, because amongst other products to take minds off things at present, they like chocolate too!

With a disproportionate number of older people affected by, or who are fearful of Covid-19, positive messages will never be more welcome than right now. The ‘stay at home’ brands have the opportunity to deliver some positive messages to our elders that are very likely to be well received.

And I use the word ‘elders’ deliberately. Most have a good level of wisdom, knowledge and discernment, that deserve a higher level of attention, if not respect for their judgement from marketers.

60 is not old anymore and even those a decade on from that do not feel old or want to be sold to in a way the perpetuates the myth that they are past it! Stereotypical views of older people seem to be inhibiting marketers in many sectors from advertising effectively to them.

Importantly, older people are increasingly technically savvy too.

A recent report noted that 86% of over 55s spend regularly on line with 36% do the majority of their shopping there. And they have a great deal of spending power.

While they may be inherently prudent or more considered in evaluating a possible purchase, this just means brands need to develop relationships with these prospective customers, present a clear benefit and real value, in every sense of the word. But wasn’t it ever thus?

Ultimately, in the current climate and beyond, brands need to be seen as an enabler of living life to its fullest, not pigeon-holing or frustrating older people and increasingly delivering an enveloping, end-to-end experience.

Age is mind over matter and it will be the enlightened brands who engage more with our elders’ minds and lifestyles effectively, who will surely boost their business, brand and bottom line.

So perhaps there’s a role within agencies or clients for a more focused marketer – ‘Senior Service’?

Wait-up that was an old cigarette brand. But maybe at this time and in this context, we should inhale!

#seniorservice #B2C #advertising #marketing #brands2market