Marketing to seniors will grow in importance, not only due to its size and growth rate, but also by its vastly-changing nature. This market, defined at persons 65 years and older, is poised to double in size over the next 20 years. Yet chronological age may not be the best way to define and target this group as the new generation of seniors is quite different from preceding generations. We need to direct media plans and creative messaging toward a more cognitive or psychological demographic – who it see themselves to be, not who others define it.

Seniors today no longer confine themselves to traditional media including television, news radio, senior magazines and newspapers. Their lives have been turned upside down with the recession – they will remember it long after younger age segments that have more time to build their wealth.

Even prior to seeing their retirement accounts fall (not dwindle!), the group began working more years to be able to afford a more comfortable retirement. They’ve seen their own sons and daughters delay having children, so are becoming grandparents – what they have always wanted to be – much later in life. And they want to stay and be perceived by others as younger. Their younger outlook and better physical health influences a wide variety of activities, interests, habits and spending.

Which is why they have become the fastest-growing age segment to embrace online media, social marketing and e-trade.

While seniors are increasingly portrayed visually using younger models in advertising (Valerie Bertinelli is on the cover of AARP this month?!?), the dialogue and activities they are engaging in need to change as well. They like to be active, to travel, attend seminars, manage their wealth, dine out, exercise, shop, read, learn and discuss. So social media, in addition to viewing family photos, is a perfect medium for this target. They can keep up with their family and friends 24/7. And contribute to others lives. Very powerful stuff for a generation that was previously confined by marketers to narrow and not very fulfilling channels.

Related Posts:

• Senior Living Marketing News: Seniors Are Online
• Erickson Does It Right
• Staying Forever Young In Senior Living Advertising
• Using Web 2.0 Tools in Senior Living Marketing
• Senior Living Marketing: Why Social Media for Seniors

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