Marketers and advertisers really only have one job: Change behavior. Whether it’s creating desire, changing an attitude, selling a product, gaining a vote or simply making someone smile, you have to effect change.
And we all know how much people like change.
This is especially true when you’re addressing the 50+ audience. These are people
who’ve been around the block a few times. They’re smart shoppers. They do their research. They don’t have to make impulse decisions (so they don’t). And if you aren’t addressing them properly, the only change they’re going to make is to turn the channel (or the page, or toss the mail, or close their browser on your site… you get the point).
James Threalkill, 59, says it best: “Be innovative and creative in the way you approach me. And demonstrate that you understand that I’m an intelligent consumer. So don’t use a lot of gimmicks in trying to market your products to me.”
James was a part of Influent50’s “Over 50 Stories”—a series of exclusive interviews that confirm our understanding and insights around better engaging with 50+ consumers. And they all agree on this: You’d better do your research and understand them as individuals.
Yes, the 50+ consumer is harder to reach. Takes more time to make decisions. Wants you to earn their trust, loyalty and money. Are they worth it? The answer is yes. And here are just a few reasons why.
Consumers 50 and over:
- Control 70% of the nation’s disposable income
- Spend more online each year than those 31–45
- Stand to inherit $15 trillion over the next 20 years
- Will spend $230 billion on packaged goods this year
So that’s your job: to change behavior. The question is, whose behavior should you be changing?
Many marketers and advertisers remain stubbornly focused on the 18–49 market. Smart marketers—those who truly want to succeed—are changing their own behaviors by creating strategies that reach the real game changers: people 50 and older.
To hear more from 50+ consumers like James Threalkill, check out our “Over 50 Stories”
Then connect with Influent50. We’ll help you identify, and identify with, him and other informed, well-to-do 50+ consumers.
Sources: 1) Embracing the Future, Language of the Living, January 2010. 2) The Nielsen Company, 2012 report.
Posted: Jan 14, 2016