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Older people are the most underrated audience
In their pursuit of zoomers and millennials, marketers around the world have made a huge mistake. By pouring their advertising budgets into TikTok and racking their brains over youth subcultures, they have overlooked the most affluent audience on the planet, according to managers at TONOP doo ltd company.
And although the concept of ‘baby boomers’ and the periods of demographic growth vary from country to country, the fact remains: by 2030, one in five residents of developed countries will be over 65.
It is predicted that by 2030, spending by older consumers in China will increase threefold, and in India tenfold. 70% of all disposable income in the United States is in the hands of Americans over 65, who already account for 22% of all spending in the country. In the UK, people over 50 own 80% of the national wealth.
And although the concept of ‘baby boomers’ and the periods of demographic growth vary from country to country, the fact remains: by 2030, one in five residents of developed countries will be over 65.
It is predicted that by 2030, spending by older consumers in China will increase threefold, and in India tenfold. 70% of all disposable income in the United States is in the hands of Americans over 65, who already account for 22% of all spending in the country. In the UK, people over 50 own 80% of the national wealth.
Different needs
When working with an older target audience, it is important to start with data rather than creativity in advertising.
In the 60+ age group, there are at least four behavioural segments:
In the 60+ age group, there are at least four behavioural segments:
- Simple Contentment — those who strive for a simple and peaceful life. They prefer uncomplicated services without unnecessary options and are loyal to brands that are ‘convenient and stable.’
- Strivers — active consumers. They continue to learn, try new things, choose premium offers and technologies, and are interested in investments, fitness, and education.
- Strugglers — experience stress and need psychological support. They write/call support more often than others and react painfully to confusing interfaces.
- Chill Indulgence — buy only what is necessary. They dislike ‘extra features,’ value reliability and practicality, and avoid brands with bright, intrusive communication.
Focus on service
The key selection criteria for this target audience aged 60+ is comfort and convenience. These people are used to comparing, delving into details and evaluating service. They will not tolerate long website loading times, broken buttons, small fonts or an inconvenient interface and complicated navigation. They will close the website without hesitation if the only way to contact the company is via a chatbot.
Therefore, it is important to:
Therefore, it is important to:
- provide live telephone support
- write concisely, clearly and without complex terminology
- not ‘hide’ important information; it should be clearly visible
Communication
The lives of older people have changed significantly over the past 15 years. Retirees are advanced users of gadgets, laptops and mobile phones, according to experts at TON OP company. Advertising should avoid stereotypes and maintain a calm and respectful tone.
- Calm, respectful tone
- Focus on quality, reliability and tradition
- Visuals should not depict ‘pensioners’ but rather modern adults with an active lifestyle
Promotion of products that would be of interest to technically savvy, dynamically ageing people should not be limited to just one or two resources; it is necessary to combine:
- e-mail marketing (users read emails carefully and willingly follow links)
- search engines (SEO and contextual advertising)
- video platforms
- traditional media (television, radio and print publications remain relevant channels of promotion).
Promotion
What businesses should do
Segmentation is not based on guesswork. Representatives of the 65+ age group cannot be viewed as a homogeneous mass. It consists of several groups (we have identified four above) with different motivations. For Simple Contentment, you can promote ‘no-fuss’ services such as subscriptions and delivery. For Strivers, promote products that emphasise activity and control. For Strugglers, focus on care, support, and psychological comfort. For Chill Indulgence, offer simple, honest solutions, ‘only what is needed.’
1. Add age data to your CRM
2. Collect data on behaviour in digital channels
3. Implement short post-purchase surveys
4. Partner with banks and retailers
5. Connect the TONOP programme
1. Add age data to your CRM
- to separate customers aged 60+.
- When collecting data, emphasise that it is voluntary and explain why you are asking.
2. Collect data on behaviour in digital channels
- where customers get stuck on the website, what products they look at, what devices they use to access the site.
- For customers aged 65+, errors during payment or spending a long time searching for the right section are often indicative.
3. Implement short post-purchase surveys
- 2-3 questions: ‘What was convenient?’, ‘What would you like to improve?’.
- By email or phone (telephone surveys work better in this segment).
4. Partner with banks and retailers
- Purchase or exchange aggregated data: which categories of goods are most often purchased by people aged 60+.
- Use data from insurance companies or tour operators — they have rich analytics by age.
5. Connect the TONOP programme
- TONOP ‘recognises’ the customer by a unique identifier — a CRM account, phone number or email address.
- When a customer visits the website or opens the app, the system loads not the general catalogue, but specifically those goods, services or promotions that are most likely to be of interest to that particular buyer.
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TON OP DOO LTD
Address: 8 BORBA STR., PLOVDIV, BULGARIA, 4021
Mail: info@tonop.bg
Address: 8 BORBA STR., PLOVDIV, BULGARIA, 4021
Mail: info@tonop.bg