In a new Pew Research Center Social & Demographic Trends survey, 60% of respondents aged 65-plus said they feel younger than their actual age – in many cases much younger.
- Among respondents ages 65 to 74, 1/3 say they feel 10 to 19 years younger than their age
- One in six say they feel at least 20 years younger than their actual age
- When asked flat out whether they “feel old,” 78% of the 65-74s and 61% of the 75-plusers said “no.”
So, how should marketers address people who are old, by conventional measures, but whose self-perception and physical condition doesn’t match up? One school of thought promotes using images that reflect the target market’s age less 10 to 12 years. Another is to practice ‘ageless’ marketing, while being sure the ad reflects your understanding of the values and stage of life of the targeted populations and how the product and service meets their needs. Another important role to the 65 plus consumer is the role of them being a grandparent. Per the report, 65-plusers value becoming a grandparent more than anything. They also look forward to having more time with family and then spending time with grandchildren as they age. So these are key points that marketers can also tap into to evoke an emotional response.
For a more in depth look at how to market to this demographic, go to: http://www.adweek.com/aw/content_display/news/client/e3i4d0a69ad29e1cca5bb846e33310e9dcb