Marketing to Seniors Requires Vocabulary Update

The last thing marketers want to do is insult the audience they are selling to. Yet, too many ad campaigns are turning off older  boomergolfconsumers and possibly driving them away from purchasing certain products and services. The new study from SeniorMarketing​.com explains that marketers need to speak a new language when they’re making a pitch to consumers who are over age 50.

The SeniorMarketing​.com advice comes as increasing numbers of Baby Boomers are acutely aware of aging. At least 71% of consumers in this age group don’t mind the label Baby Boomer. However, they don’t particularly like the label senior.

In discussing the results of his company’s survey, Kevin Williams, president of SeniorMarketing​.com, describes how linguistics have changed over the last few decades by focusing on one specific industry. A generation ago, the term nursing home was considered modern and desirable. Today, that term is not appealing to 94% of older consumers. These days, consumers have different expectations about how they will live out their final years. Most Baby Boomers envision a long and active retirement. For 48% of these consumers, even the term retirement home is unappealing. Instead, they prefer the idea of a retirement community.

Nearly ¾ of these consumers are well aware of ageism, having encountered it personally or having heard about it from a friend. As you develop your marketing campaigns, be conscious of how you’re speaking to this target audience.

To learn more about Generation: Leading Baby Boomers, check out the AudienceSCAN report available on the Research Store at ad​-ology​.com.

Kathy Crosett
Kathy is the Vice President of Research for SalesFuel. She holds a Masters in Business Administration from the University of Vermont and oversees a staff of researchers, writers and content providers for SalesFuel. Previously, she was co-​owner of several small businesses in the health care services sector.