When you’re updating the branding strategy for your business, it’s important to take demographics into consideration. According to the International Council of Active Aging, the majority of adults 55 and older believe that advertising does not reflect their current lifestyles and they are turned off by marketing messages that target them.
Creating ads that work is one of the top goals for all businesses. While many boomers are more apt to rely on referrals than the younger generation, 90 percent of adults 50 and older also rely on and comfortably use email, according to ICAA. Forrester Research found that 49 percent of consumers who are 66 or older rely on personal emails to direct them to websites, compared to 28 percent of non-seniors.
Many businesses, however, don’t have a viable strategy for targeting the nation’s 77 million baby boomers. Better Business Bureau and ICAA recommend the following tips to make your branding strategy boomer friendly:
Create ads that work. Don’t assume that you’ll reach baby boomers by default. Actively design ads to portray them in a positive, uplifting light. Don’t use negative stereotypes of older adults to humor younger audiences.
Deliver the message effectively. Tell a story instead of lecturing. Let your ad arouse emotions and tug at the heartstrings of your audience. Help your audience with comprehension by breaking up lengthy facts into short snippets.
Use terms that work. The key to tugging at the hearts and minds of older adults is to speak their language. Every word counts. Business owners should focus their advertising using language that implies health, well-being, and productivity.
Use realistic images. Make sure your business branding strategy uses images that are both realistic and fun. Baby boomers are more likely to engage with your brand if they feel accurately represented.
Start With Trust. For more business tips you can trust, visit wynco.bbb.org and for more information on engaging the aging population visit International Council of Active Aging, icaa.cc.