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Everyone wants to talk about marketing to millennials and younger Americans. However, 27 % or Americans are over 65 and are one the largest population segments in our economy. They control over 85 % of the wealth in this country.
An underestimated aspect is that they don’t fit stereotypes and are highly diverse group. For example, in 2019, one in five people in Maine, Florida, West Virginia and Vermont were age 65 or older. In contrast, Utah had only 11 % and Washington D.C. only 12 % over age 65.
The over 65 population also include some of the wealthiest and poorest in our economy so don’t focus on stereotypes.
Seniors live a healthier, happier and more active lifestyle than ever before and live much longer. The challenge is to match resources, activities and marketing that meet their active lifestyles.
Take a broad but customized approach to marketing to seniors online. My approach to marketing to seniors online focuses on their abilities, rather than on their declining health. Most seniors enjoy reading about senior services, but they can’t always read small print. Choose a larger font for your web pages to make them easier to read.
One of the most difficult things about getting older is that people in society sometimes make them feel as though they have less value than they did when they were younger. They appreciate it when they can converse with people who are patient without being patronizing or condescending. They do like information direct and simple.
If you start with viewing seniors as an opportunity rather than a burden, you are probably in a positive path.
Related: Truth Is Not as Easy as It Seems