Get Smarter to Market to "Older & Wiser"

Let39s think about the notion of being quotolder and wiserquot and why it seems that no one talks about wisdom when they39re young That39s because the focus throughout most of our lives is on intelligence Intelligence is naturally a good thing but wisdom is a higher state of intellect because it includes everything learned from life39s experiences Since the boomers have lived longer lives than their younger counterparts they39ve had more opportunities to learn from trial and error resulting in the accumulation of more wisdomThis insight on wisdom is important because it39s tempting for marketers to treat aging consumers as being cognitively impaired To be fair while advanced age can compromise older adults39 cognitive ability gains in wisdom can improve their ability to reason and exercise sound judgement What39s more many consumers of age are committed to growth and selfimprovement which often takes the form of continued or lifelong learning They are a cohort that is wise and getting wiser and the marketers that choose to prioritize them need to understand that they39re going to be a quottough sellquotHere39s some insight and advice to help you field smart programs for a savvy aging consumerRespect their wisdom amp8211 Older consumers are wise and because they39re wise they know they39re wise As such it39s important that your brand reflects an understanding of them that respects this prowess Their wisdom is a source of pride because most of them have earned it over the course of a lifetime that has been filled with challenges perseverance and success It is a gift of age amp8212 no different than the beauty of youth amp8212 that they secretly hope gets noticed and perhaps even praised So be equally as wise and do whatever you can to recognize and appreciate that age has its advantages Respecting their wisdom is the smart thing to doEmpower them with education amp8211 There39s a lot of truth in the old Syms clothing store slogan quotAn educated consumer is our best customerquot Educated consumers recognize and appreciate even the most nuanced differences in offerings and are willing to pay a premium for added value While they also expect more from brands think customer service and unique experiences aging consumers in particular are going to reward highperforming brands with their extended loyaltyAs technology continues to improve transparency and makes consumers smarter about things like price and free delivery purchases are getting more transactional The offset to this is to make the brand engagement experience more educational Educational marketing for consumers at age is work that anticipates their need for additional information why are there no instructions included and delivers it in a simple and intuitive way to a consumer who has proven that they want to learn and grow The power in marketing to age lies in empowering them with knowledge that makes them feel smarter about their choices at a time when they believe that many marketers are talking down to themBe smarter by having a deeper understanding amp8211 Smart consumers of age are starting to recognize that marketers either don39t value them or fail to understand them With too much of the advertising that39s meant for them not resonating there39s a big opportunity for new marketers to show up with smart programs that represent boomers authentically Nothing is more effective than messaging that demonstrates that you understand them better than anyone elseTruly understanding consumers of age means having an intimate understanding of their needs dreams and desires Marketing to age often misses the mark because it either dwells on needs and problems or because it39s overly aspirational and not attainable Your messaging must get at the pithy essence of what you39re offering and it has to speak their language Give them credit for being smarter than your competition believes they areOlder Is WiserWe can39t complete a discussion about wisdom without conjuring up the image of a wizened Zenmaster teaching their wideeyed disciples the respect they command is due to their mastery of the teachings and moral precepts of their order While our culture in the US still has a long way to go before it respects age and wisdom the way other global cultures do we need to get started if we39re going to catch up That begins with accepting that older people are wiser and that the wisdom they have accumulated over the course of a lifetime is incredibly valuable to those of us who have yet to experience what they haveMarketers are some of the most important change agents in the business and this is the time for the ultimate winwin If we39re willing to respect the wisdom of people of age we will win with them When this happens with that many people we will also instigate positive societal change in the way age is seen That would make us all wise beyond our yearsPhoto courtesy of BoomAgersClick the social buttons to share this story with your friends and colleaguesThe opinions and points of view expressed in this content are exclusively the views of the author andor subjects and do not necessarily represent the views of MediaVillagecomMyersBizNet Inc management or associated writers

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Get Smarter to Market to "Older & Wiser"

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Peter Hubbell

"About That with Carl Mayer": Involved Media Connected Audience Fall 2024 Report (Episode 5) - By Carl Mayer

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Get Smarter to Market to "Older & Wiser"

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Peter Hubbell

"About That with Carl Mayer": Involved Media Connected Audience Fall 2024 Report (Episode 5) - By Carl Mayer

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