The industry has focused on an ageless marketing approach when speaking to the older consumer or has been so focused on not showing the negative of aging in the feel of being ageist. Ageism is a reflection of seeing the opposite in a better light. Such as in sexism when men are represented as the superior sex, just in ageism where youth is seen as better, but are men better? is youth better? or just different?
So in marketing to an older consumer, the phrase “ageless” is the best approach to represent the “50 plus” population. But why ageless? With age comes experience; as we get older, we know how to do more things; we experienced heartbreak, job loss, love, raising families, managing households, buying homes, and possibly even the death of a loved one or our favorite furry friend. And all these things changed us. Help us evolve — look at things slightly different and influence our decisions. Rather than an Ageless Marketing Approach – let’s acknowledge that age has provided us with wisdom as a consumer and evolve Ageless Marketing to introduce an Experienced Consumer approach.
So let’s think about that idea: if you sold cars, would you communicate with someone buying a car for the first time versus someone buying their fifth car? Of course, you would. Just think about someone who has a few years behind them. They are an experienced buyer – not just an older person.
As Americans, we envy (well, at least I do) other cultures that put older people on a pedestal and see them as active participants in their culture and families. They understand and acknowledge the wisdom that they possess. In the Experienced Consumer Approach, we elevate the elements that create this experience moving beyond the independent variables that traditional marketing focuses on. EC Approach identifies the moderating and mediating variables such as managing of health conditions, life-changing events, cohort influences, and the physical changes that occur in a maturing mind. It takes it into account to understand the influences on market behavior.