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Riding the Age Wave:
    Will your club sink or swim?




Christine Thalwitz
Who are these “older adults”?

                                Greatest
           Responsible         Generation
           Generation          (1901-1924)
            (1925-1945)




                          Boomers
                          (1946-1964)




                     50+
Is your company ready for the “Age Wave”?

?   Approximately 78 million Boomers & 32 million from
    the Responsible Generation
?   Within 20 years, the age profile of America will match
    that of Florida: 1 in 5 Americans over age 65
?   Boomers who are age 65 can expect to live another 17
    or 18 years
?   80% of all the population growth between now and
    2040 will be from the over-50 crowd
                                       Sources: PBS.org, “Boomer Century”, Ken Dychtwald, author of Age Wave, and
                 U.S. Dept of Health and Human Services, Audience Insights: Communicating to the Responsible Generation
                         (Aged 64-84) http://www.cdc.gov/healthcommunication/Audience/AudienceInsight_adult.pdf
Boomer Stats: Fact or Fiction?
?   T/F: The majority of boomers are empty nesters
    ? False! Only one in four boomers fit that profile
    ? 37% still have children under 18 in the home

?   T/F: One third of boomers are single
    ? True! And divorce rates are trending up

?   T/F: There are more boomer females than males
    ? True! But only by a little…51% female, 49% male
                                                          Source: U.S. Dept of Health and Human Services,
                                                      Audience Insights: Communicating to Boomers (1946-1962)
                            http://www.cdc.gov/healthcommunication/audience/audienceinsight_boomers.pdf
The Responsible Generation: Fact or Fiction?
?   T/F: Women outnumber men
    ? True! 54% women compared to 46% men
    ? This trend will continue with increasing age

?   T/F: More women than men influence
    household purchasing decisions
    ? True! 71% of women compared to 59%

?   T/F: Make up less than 2% of the workforce
    ? False! 8% of this generation are in the workplace
                                                   Source: U.S. Dept of Health and Human Services,
                             Audience Insights: Communicating to the Responsible Generation (Aged 64-84)
                     http://www.cdc.gov/healthcommunication/Audience/AudienceInsight_adult.pdf
Factors Reshaping Supply & Demand
?   The new “old” is 80, living to 90 – 100 is
    commonplace

?   Life is no longer linear, it’s cyclical with new adult
    lifestages: empty-nesting, caregiving,
    grandparenthood, retirement, mature singlehood &
    “rehirement”

?   Marketing epicenter will shift from trendsetting youth
    to the 40-, 50- and 60-something “influentials”

                                Sources: Interview w/Ken Dychtwald, http://jw.intelligence.com &
                                 Ken Dychtwald’s blog at http://huffingtonpost.com/ken-dychtwald
Root Motivators
?   Autonomy & independence

?   Social connectedness & relationships

?   Altruism & responsibility

?   Growth & experiences

?   Revitalization

             Sources: Jim Gilmartin, The Parting of the Ways: Why Communicating with Baby Boomers & Senior Customers Is Different
                                    http://www.comingofage.com/wp-content/themes/coa/articles/The-Parting-of-the-Ways.pdf
Would you like to live to 100?
?   67% say yes!

?   Biggest worries about longevity:
    ? Losing their health
    ? Being a burden on family
    ? Running out of money

?   Benefits of longevity:
    ? Continuing to remain productive
    ? Developing deeper relationships
    ? Watching the world evolve

                                 Source: Ken Dychtwald’s blog at http://huffingtonpost.com/ken-dychtwald
Health Satisfaction Gaps
 70
 60
 50
 40
 30
 20
 10
  0




          Very Satisfied   Very Important

                                        Source: National Marketing Institute
                                       2011 Healthy Aging Boomer Database
Health-related behaviors & attitudes
Boomers                                                Responsible

?   35 - 50% are willing to pay                         ?    50% are willing to pay
    anything where it concerns                               anything where it concerns
    their health                                             their health

?   73% believe they should                             ?    About 40% say they exercise
    exercise more than they do                               on a regular basis

?   68% try to eat healthier foods                      ?    Most frequent injury is from
    these days and 41% consider                              unintentional falls (46% men
    their diet to be very healthy                            & 60% women)
                                                            Source: Experian Simmons National Consumer Study
                                                      as reported by the U.S. Dept of Health and Human Services,
                     Audience Insights: Communicating to the Responsible Generation (Aged 64-84) & Audience Insights:
                                                                              Communicating to Boomers (1946-1962)
People don’t want drills, they want holes!
Older adults don’t want gym memberships, they want:
(fill in the blank) ____________________________

What are their key emotional drivers?
 Needs, wants, desires, problems, fears

How have you positioned yourself as the answer,
 pathway or solution?

What business are you in?
Improve health
Get healthy & stay healthy
Independence & quality of life
Be part of a community
Look and feel good

?   Health-oriented
    ? Embrace aging
        and/or

?   Self-image
    ? Want to defy the aging process

…but wisdom & experience are
valued over a return to youth!
Have fun
In club experience
Programs
Training
Service
Perceived value of the marketing mix
   ?   High Value
         ? Personal experience
         ? Special marketing event
         ? Referral or recommendation from family or friends
         ? News story or press
         ? Research and consumer reports
         ? Talking with a rep during the sales process
         ? Mass media advertising
   ?   Low Value
The Boomer Brain
?   Thinks big picture
?   Values experiences over material things
?   Rejects absolutes
?   Is sensitive to subtlety and nuance
?   Relies more on intuition, less on reason
?   Is skeptical, must earn trust
?   Processes objective information differently
?   Wants more content than younger consumers

                                                                                       Source: Jim Gilmartin, Tell Them a Story,
        http://www.comingofage.com/wp-content/themes/coa/articles/To-Increase-Sales-to-Baby-Boomers-Tell-Them-a-Story.pdf &
                                    The Parting of the Ways: Why Communicating with Baby Boomers & Senior Customers Is Different,
                                    http://www.comingofage.com/wp-content/themes/coa/articles/The-Parting-of-the-Ways.pdf
Spending Habits
of the Responsible Generation
? Generally cautious and conservative
? Willing to pay more for items they deem worthy
? Nearly 70% believe it is worth paying extra for quality
? More than 50% indicate that they do not base
  purchases on ads alone, but they do believe ads help
  them learn more about what is available

                                                      Source: U.S. Dept of Health and Human Services,
                                Audience Insights: Communicating to the Responsible Generation (Aged 64-84)
                        http://www.cdc.gov/healthcommunication/Audience/AudienceInsight_adult.pdf
Tell a story




        http://www.youtube.com/watch?v=xXrMzOnz-fY&feature=share&list=UUu4s1wmtCITLyYbTpTxupVg
Testimonial




       http://www.youtube.com/watch?v=NFeb6rk2TtU&feature=share&list=UUu4s1wmtCITLyYbTpTxupVg
PREP program ad




     http://www.youtube.com/watch?v=zTgUEDNZscM&feature=share&list=UUu4s1wmtCITLyYbTpTxupVg
Design considerations
?   Font
    ? Serif       or   Sans Serif ?
?   Size, Size, Size
?   Spacing
           Inset paragraphs
           can help the reader
           focus on important
           points or lengthier
           sentences.

?   Colors Count
Image is everything!
More on images
 “It’s a sensitive zone, because how does one communicate with
    people at different stages of life in a way that allows them to
    feel spoken to and respected, celebrated, but not necessarily
    put into an older age bucket?

               “A lot of people who are 60 and 70, they
               listen to the language, look at the
               models and look at the ads, and they
               feel offended. That’s Marketing 101:
               Respect your customer. Marketing 102
               is ‘Celebrate your customer.’”




                                     Source: Interview w/Ken Dychtwald, http://jw.intelligence.com
“Transgenerational marketing”
Advertising & Promotions

?   Simplify
?   Less is often more
?   Make it meaningful
?   Consider the medium
?   Give the user autonomy
?   Remember the call to action!
How to LOSE the sale
?   Rattle off lists of benefits and features
?   Neglect to build a relationship
?   Push information rather than responding to pull signals
?   Speak quickly
?   Jump from topic to topic
?   Fail to ask open-ended questions
?   Treat older adults as part of a single “senior market”
?   Embellish and hype
?   Stress self-indulgence
Older Adults & Social Media

?   53% of American adults ages 65 & up use the internet or
    email and of those online users, 70% go online in a
    typical day
?   Seven in 10 seniors own a cell phone
?   One in three online adults use social networking sites
    like Facebook and LinkedIn
?   #1 reason for use = stay connected with family

                                    Source: Pew Internet Research, http://pewinternet.org
Celebrate their success
Connect them to the community
Feedback
Thank you.
  Christine Thalwitz
  christineot@acac.com

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Riding the Age Wave: Will Your Club Sink or Swim?

  • 1. Riding the Age Wave: Will your club sink or swim? Christine Thalwitz
  • 2. Who are these “older adults”? Greatest Responsible Generation Generation (1901-1924) (1925-1945) Boomers (1946-1964) 50+
  • 3. Is your company ready for the “Age Wave”? ? Approximately 78 million Boomers & 32 million from the Responsible Generation ? Within 20 years, the age profile of America will match that of Florida: 1 in 5 Americans over age 65 ? Boomers who are age 65 can expect to live another 17 or 18 years ? 80% of all the population growth between now and 2040 will be from the over-50 crowd Sources: PBS.org, “Boomer Century”, Ken Dychtwald, author of Age Wave, and U.S. Dept of Health and Human Services, Audience Insights: Communicating to the Responsible Generation (Aged 64-84) http://www.cdc.gov/healthcommunication/Audience/AudienceInsight_adult.pdf
  • 4. Boomer Stats: Fact or Fiction? ? T/F: The majority of boomers are empty nesters ? False! Only one in four boomers fit that profile ? 37% still have children under 18 in the home ? T/F: One third of boomers are single ? True! And divorce rates are trending up ? T/F: There are more boomer females than males ? True! But only by a little…51% female, 49% male Source: U.S. Dept of Health and Human Services, Audience Insights: Communicating to Boomers (1946-1962) http://www.cdc.gov/healthcommunication/audience/audienceinsight_boomers.pdf
  • 5. The Responsible Generation: Fact or Fiction? ? T/F: Women outnumber men ? True! 54% women compared to 46% men ? This trend will continue with increasing age ? T/F: More women than men influence household purchasing decisions ? True! 71% of women compared to 59% ? T/F: Make up less than 2% of the workforce ? False! 8% of this generation are in the workplace Source: U.S. Dept of Health and Human Services, Audience Insights: Communicating to the Responsible Generation (Aged 64-84) http://www.cdc.gov/healthcommunication/Audience/AudienceInsight_adult.pdf
  • 6. Factors Reshaping Supply & Demand ? The new “old” is 80, living to 90 – 100 is commonplace ? Life is no longer linear, it’s cyclical with new adult lifestages: empty-nesting, caregiving, grandparenthood, retirement, mature singlehood & “rehirement” ? Marketing epicenter will shift from trendsetting youth to the 40-, 50- and 60-something “influentials” Sources: Interview w/Ken Dychtwald, http://jw.intelligence.com & Ken Dychtwald’s blog at http://huffingtonpost.com/ken-dychtwald
  • 7. Root Motivators ? Autonomy & independence ? Social connectedness & relationships ? Altruism & responsibility ? Growth & experiences ? Revitalization Sources: Jim Gilmartin, The Parting of the Ways: Why Communicating with Baby Boomers & Senior Customers Is Different http://www.comingofage.com/wp-content/themes/coa/articles/The-Parting-of-the-Ways.pdf
  • 8. Would you like to live to 100? ? 67% say yes! ? Biggest worries about longevity: ? Losing their health ? Being a burden on family ? Running out of money ? Benefits of longevity: ? Continuing to remain productive ? Developing deeper relationships ? Watching the world evolve Source: Ken Dychtwald’s blog at http://huffingtonpost.com/ken-dychtwald
  • 9. Health Satisfaction Gaps 70 60 50 40 30 20 10 0 Very Satisfied Very Important Source: National Marketing Institute 2011 Healthy Aging Boomer Database
  • 10. Health-related behaviors & attitudes Boomers Responsible ? 35 - 50% are willing to pay ? 50% are willing to pay anything where it concerns anything where it concerns their health their health ? 73% believe they should ? About 40% say they exercise exercise more than they do on a regular basis ? 68% try to eat healthier foods ? Most frequent injury is from these days and 41% consider unintentional falls (46% men their diet to be very healthy & 60% women) Source: Experian Simmons National Consumer Study as reported by the U.S. Dept of Health and Human Services, Audience Insights: Communicating to the Responsible Generation (Aged 64-84) & Audience Insights: Communicating to Boomers (1946-1962)
  • 11. People don’t want drills, they want holes! Older adults don’t want gym memberships, they want: (fill in the blank) ____________________________ What are their key emotional drivers? Needs, wants, desires, problems, fears How have you positioned yourself as the answer, pathway or solution? What business are you in?
  • 12. Improve health Get healthy & stay healthy Independence & quality of life
  • 13. Be part of a community
  • 14. Look and feel good ? Health-oriented ? Embrace aging and/or ? Self-image ? Want to defy the aging process …but wisdom & experience are valued over a return to youth!
  • 20. Perceived value of the marketing mix ? High Value ? Personal experience ? Special marketing event ? Referral or recommendation from family or friends ? News story or press ? Research and consumer reports ? Talking with a rep during the sales process ? Mass media advertising ? Low Value
  • 21. The Boomer Brain ? Thinks big picture ? Values experiences over material things ? Rejects absolutes ? Is sensitive to subtlety and nuance ? Relies more on intuition, less on reason ? Is skeptical, must earn trust ? Processes objective information differently ? Wants more content than younger consumers Source: Jim Gilmartin, Tell Them a Story, http://www.comingofage.com/wp-content/themes/coa/articles/To-Increase-Sales-to-Baby-Boomers-Tell-Them-a-Story.pdf & The Parting of the Ways: Why Communicating with Baby Boomers & Senior Customers Is Different, http://www.comingofage.com/wp-content/themes/coa/articles/The-Parting-of-the-Ways.pdf
  • 22. Spending Habits of the Responsible Generation ? Generally cautious and conservative ? Willing to pay more for items they deem worthy ? Nearly 70% believe it is worth paying extra for quality ? More than 50% indicate that they do not base purchases on ads alone, but they do believe ads help them learn more about what is available Source: U.S. Dept of Health and Human Services, Audience Insights: Communicating to the Responsible Generation (Aged 64-84) http://www.cdc.gov/healthcommunication/Audience/AudienceInsight_adult.pdf
  • 23. Tell a story http://www.youtube.com/watch?v=xXrMzOnz-fY&feature=share&list=UUu4s1wmtCITLyYbTpTxupVg
  • 24. Testimonial http://www.youtube.com/watch?v=NFeb6rk2TtU&feature=share&list=UUu4s1wmtCITLyYbTpTxupVg
  • 25. PREP program ad http://www.youtube.com/watch?v=zTgUEDNZscM&feature=share&list=UUu4s1wmtCITLyYbTpTxupVg
  • 26. Design considerations ? Font ? Serif or Sans Serif ? ? Size, Size, Size ? Spacing Inset paragraphs can help the reader focus on important points or lengthier sentences. ? Colors Count
  • 28. More on images “It’s a sensitive zone, because how does one communicate with people at different stages of life in a way that allows them to feel spoken to and respected, celebrated, but not necessarily put into an older age bucket? “A lot of people who are 60 and 70, they listen to the language, look at the models and look at the ads, and they feel offended. That’s Marketing 101: Respect your customer. Marketing 102 is ‘Celebrate your customer.’” Source: Interview w/Ken Dychtwald, http://jw.intelligence.com
  • 30. Advertising & Promotions ? Simplify ? Less is often more ? Make it meaningful ? Consider the medium ? Give the user autonomy ? Remember the call to action!
  • 31. How to LOSE the sale ? Rattle off lists of benefits and features ? Neglect to build a relationship ? Push information rather than responding to pull signals ? Speak quickly ? Jump from topic to topic ? Fail to ask open-ended questions ? Treat older adults as part of a single “senior market” ? Embellish and hype ? Stress self-indulgence
  • 32. Older Adults & Social Media ? 53% of American adults ages 65 & up use the internet or email and of those online users, 70% go online in a typical day ? Seven in 10 seniors own a cell phone ? One in three online adults use social networking sites like Facebook and LinkedIn ? #1 reason for use = stay connected with family Source: Pew Internet Research, http://pewinternet.org
  • 34. Connect them to the community
  • 36. Thank you. Christine Thalwitz christineot@acac.com
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