So this is the conundrum. This ‘target audience’ don’t feel old, or want to be portrayed as old – they feel the same as everyone else (just a little older, wiser and much richer than later generations).
In the past two years we have worked across a number of categories, gauging the interest of 50+ and 60+ consumers in a range of products and product concepts – from milk with added nutrients for post-menopausal women, wrinkle cream (for men as well as women), ready meals focusing on the (much) older, care services to help you stay independent and pension products.
There seems to be a Catch 22 in talking to his extremely large group (and in what other age target do we lump 40 years together?). Most don’t feel these age-targeted products are for them just yet – and once they recognise that theyare already in the target group, they can feel it’s too late to do any good, so… they arestill not relevant.
So this is the conundrum, the target audience don’t feel old, or want to be portrayed as old – they are the same as everyone else (just a little older, wiser and much richer than later generations). How do we get messages across to people when they really don’t want to hear them? How does a brand create a conversation with a consumer so that they are front-of-mind when their products and services are needed?
As ever, we feel it is about trust. (Interestingly, Saga’s current TV campaign talks to the original ‘community’ and voice of the over 50s, presumably rather than being a primarily commercial organisation.) But if you are not BUPA or Saga it’s about making sure that the tone of voice and message is appropriate to where people are in their journey, knowing their fears and their triggers to make sure you stay on their consideration list. It’s about recognising them not patronising them.