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Why your mental picture of mature consumers is wrong

Marketers are still heavily dependent on chronological age for targeting, marketing or sampling for research. The majority of people, however, do not identify with their chronological age group. They respond to brand, products and marketing communications as the age they see themselves as. The mental picture a marketing or brand manager has of the 65+ category may differ significantly from how that consumer sees themselves.

Due to the increased ageing of society, senior consumers are becoming an important market group, and a very diversified one. Seniors these days belong to a group of active consumers, widely interested in what the market has to offer in terms of new technologies and trends.

Although the majority of advertisements targeted at them promote the image of people who are vulnerable and withdrawn from life, elderly people do not accept stereotypes about themselves and do not want to be treated as helpless and passive.

Seniors are considered to be one of the richest segments of the population and more likely to be present in a digital world. According to data released by the ONS, internet use in the 65 to 74 age group increased from 52% in 2011 to 80% in 2018, making this group the fastest growing one in a digital world.

Seniors are the customers whose attention and money will soon become an object of strong competition among companies’ communication process and therefore should not be overlooked while creating a marketing strategy.

If you want to understand how mature consumers really see themselves and which brands they feel are targeting them then we can help: Email Us.

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