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By 2040, 80.8 million people in the United States are expected to be 65 years of age or older (currently 47 million). This is more than double what she had in 2000. As the population ages, worries about things like social security and health care can keep you busy all day long, but the elderly population is also a lucrative market for your business to tap into. As more people spend more time active, they are also more likely to make their own purchasing decisions. In the past, many seniors were at an age where younger relatives and caretakers made purchasing decisions. That’s no longer the case. Additionally, many older people are working longer. In some cases, this means more disposable income.
Here are some things you can do to become more appealing to an older demographic. If you’re considering marketing specifically to seniors or other older age groups, keep these things in mind:
Let go of fear. Don’t scare people into buying your product or service. That’s not good, so it’s better to promote value or make it easier to buy. Older people don’t want hassle. If you make them feel comfortable, you’re more likely to make a sale.
Use the right type of social media: Currently, the fastest growing segment on Facebook is seniors. Half of older Americans are Facebook users. Share photos, articles, and clips. Avoid asking for personal information. Many elderly people are concerned about this because they have friends who have been taken advantage of. Comment on posts and engage with your audience in language you understand (no neologisms or slang please).
Try several marketing channels until you find the one that’s right for you. Facebook is the most popular, but some seniors also use Instagram. Some are on Twitter and TikTok. Facebook groups may also be helpful. Experiment with different channels until you find the right level of interaction that is valuable. Many seniors won’t buy directly from social, but you can work on top-of-mind conversions and bring them from online to real business.
Clean up the clutter. Seniors don’t want to waste their time scanning tons of junk. Get your point across with clear content, engaging visuals, and a call to action. Don’t hide content in strange places on your site. They don’t want to search for the information they need. Most seniors prefer clear headers and tabs over long scrolling designs. Increase the clickable area to help unsteady hands.
Use video. We don’t want to portray older people as blind or frail, but keeping their physical disabilities in mind can improve your online experience. Clear and concise videos help explain the process, especially to people who have difficulty reading. Chatbots can also be helpful, but some older adults find them annoying and concerning.
Please use black ink. Thin ink and fancy fonts are difficult to read. Use black and remove the scrolling font. It’s also a good idea to increase the font size. Using small font tends to give the impression that you are hiding something.
To make your physical business location more attractive to seniors, you should consider the following strategies:
Create an age-friendly environment: Make sure your business location is easily accessible. Make sure there are ramps and elevators for people with reduced mobility, clear signage, well-lit areas, and comfortable seating. We also recommend widening aisles and spacing out seats.
Train your staff: Provide your employees with customer service training specifically focused on understanding and meeting the needs of older adults. Remember to be patient, respectful, and kind to older customers. Sometimes older customers want to tell you or your staff a story. If you want your seniors to feel appreciated at your company, encourage them to listen to your staff.
Offer a senior discount: Implement a senior discount program to attract older customers. Offer a percentage off your total bill, special pricing on certain products or services, or a loyalty program customized for seniors.
Simplify communications: Make sure your marketing materials, signage, and website are designed with large fonts and clear, easy-to-read text. Avoid using jargon or jargon that may be confusing to older adults. We offer non-digital options. While many older adults enjoy technology, some do not. Repeat your efforts both online and offline. Ask your seniors about their preferences and record them in your customer management system or list.
Provide assistance: Assign staff to assist with specific needs seniors may have, such as carrying bags, providing personal shopping assistance, or providing guidance on product selection.
Offer educational workshops and classes: Host workshops and classes on topics of interest to seniors, such as technology training, health and wellness, and financial planning. Keep in mind that your event doesn’t have to be directly related to your business. For example, a bookstore can host a chair yoga event to attract more active seniors. You can also partner with another company to co-host an event or exhibition. This not only attracts older customers, but also positions your business as a resource to meet their needs. They will connect with you and consider you their first stop.
Build community partnerships: Work with local senior centers, retirement communities, or other organizations that serve seniors. This will help you reach out to the senior community, establish trust, and gain valuable insight into their preferences.
Incorporate age-friendly products: Stock products that cater to the specific needs and preferences of seniors. This could include ergonomic furniture, assistive devices, comfortable clothing, health and wellness products, and more.
Seek feedback and adapt: Actively seek feedback from senior customers to understand their experience and identify areas for improvement. Take their suggestions and continue to increase the attractiveness of your business to an aging population.
Remember that today’s seniors are not the grandparents of yesteryear. (George Clooney is 62 years old, Denzel Washington is 68!) When you remove causes of death such as accidents, drug use, and suicide, people live longer, more active lives. Keep in mind that people over 65 are a diverse group and may have different preferences. It’s important to listen, be flexible, and continually adapt your approach to meet changing needs.
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